Sr. Performance Marketing Specialist

Bass Pro Shops•Springfield, MO

23h

About The Position

The Senior Performance Marketing Specialist is responsible for driving efficient, high-quality lead generation at scale, with Cost Per Lead (CPL) as the primary KPI. This role sits within the Performance Marketing team and is accountable for acquiring and optimizing leads that directly contribute to downstream boat sales across White River Marine Group brands. This individual will own full-funnel paid media execution across search, social, programmatic, and affiliate channels, with a deep focus on lead quality, attribution accuracy, and conversion efficiency. The ideal candidate brings hands-on experience optimizing toward CPL targets, understands how leads translate into revenue, and is fluent in modern attribution models, tracking infrastructure, and ad tech ecosystems. This role requires strong cross-functional collaboration with CRM, analytics, sales, and brand teams to ensure lead generation efforts are measurable, attributable, and aligned to business outcomes.

Requirements

Bachelor’s Degree in Marketing, Business, Advertising, or related field.
3–6+ years of hands-on performance marketing experience, with a strong emphasis on lead generation campaigns.
Proven track record of optimizing campaigns to CPL or CPA targets at scale.
Deep understanding of performance marketing channels (paid search, paid social, programmatic, affiliate).
Strong knowledge of attribution models, tracking infrastructure, and ad tech platforms (Google Ads, Meta, Adobe Analytics, CRM integrations, etc.).
Experience with lead funnel optimization, including landing pages, forms, and conversion flows.
Advanced analytical skills with the ability to translate data into clear optimization actions.
Strong understanding of lead quality vs. volume trade-offs and downstream conversion impact.
Ability to operate in a cross-functional, matrixed organization and influence stakeholders.
Highly organized with strong attention to detail and execution.
Regularly performs computer work and sits.
Occasionally walks and stands.
Seldom/never lifts up to 50 lbs.
Operates with a high degree of autonomy in optimizing campaigns and making budget allocation decisions within established guidelines.
Uses data and performance insights to influence strategy, improve efficiency, and drive measurable business outcomes.

Nice To Haves

Experience working within retail, ecommerce, automotive, marine, or high-consideration purchase categories preferred.

Responsibilities

Own and optimize Cost Per Lead (CPL) as the primary success metric across all paid media channels.
Develop and execute strategies to scale lead volume while improving lead quality and conversion rates downstream.
Partner with CRM and sales teams to understand lead-to-sale conversion performance and optimize campaigns accordingly.
Continuously test and refine audience targeting, creative, offers, and landing pages to improve lead efficiency while maintaining the testing roadmap.
Drive lead acquisition through intent-based search campaigns with a focus on conversion rate optimization and CPL efficiency.
Optimize keyword strategy, bidding models, and ad copy aligned to lead generation goals.
Manage, optimize, and audit product feed.
Manage and improve performance of lead form extensions and landing page flows.
Execute and optimize paid social campaigns with a focus on lead form generation, conversion campaigns, and audience testing.
Leverage platform-native lead gen solutions and external landing pages to improve CPL and lead quality.
Manage prospecting and retargeting campaigns with a focus on driving incremental leads efficiently.
Test audience segments, creative variations, and frequency strategies to improve conversion performance.
Expand and optimize affiliate partnerships focused on cost-efficient lead acquisition.
Ensure partners meet lead quality standards and compliance requirements.
This role will be responsible for testing into new, emerging marketing channels as dictated by business needs.
Maintain deep understanding of multi-touch attribution models, tracking methodologies, and platform attribution differences.
Partner with analytics and engineering teams to ensure accurate tracking of leads across platforms (e.g., pixels, server-side tracking, CRM integration).
Evaluate and optimize performance based on true CPL and downstream conversion metrics, not just platform-reported results.
Troubleshoot discrepancies across platforms and ensure data integrity across the marketing tech stack.
Analyze campaign performance with a focus on CPL, lead quality, and conversion rates.
Build and deliver reporting that connects media performance to business outcomes.
Make data-driven recommendations on budget allocation, channel mix, and scaling strategies to improve efficiency.
Identify and execute testing roadmaps (creative, landing pages, audiences, bidding strategies).
Partner with CRM, sales, and analytics teams to close the loop on lead performance and lifecycle outcomes.
Collaborate with brand and creative teams to develop high-performing, conversion-oriented assets.
Align with broader marketing initiatives while maintaining a performance-first, CPL-driven mindset.

Benefits

Enjoy discounts on retail merchandise, our restaurants, world-class resorts and conservation attractions!
Medical
Dental
Vision
Health Savings Account
Flexible Spending Account
Voluntary benefits
401k Retirement Savings
Paid holidays
Paid vacation
Paid sick time
Bass Pro Cares Fund
And more!