Director of Vertical Marketing

About the Role

Key Responsibilities

• Lead the integrated, full-funnel marketing strategy for onX Hunt, including defining strategic audience personas and driving measurable business impact in awareness, consideration, acquisition, and retention.
• Launch and optimize integrated thematic, seasonal, segment-appropriate campaigns across all channels to drive awareness and engagement.
• Ensure campaigns and go-to-market briefs are fully developed, integrated holistically, informed by customer and product insights, and aligned with business goals.
• Partner with subject matter experts to generate new marketing programs and influence testing roadmaps across channels such as influencer marketing, partnerships, paid media, social media, digital user acquisition, lifecycle, PR, and events.
• Own timelines and content calendar for go-to-market plans, ensuring clarity and prioritization for both near-term and long-term initiatives.
• Build and present an integrated vision of the Hunt marketing strategy and how supporting teams contribute to this vision.
• Collaborate with functional leaders overseeing teams in user acquisition, lifecycle, creative, content marketing, and PR, as well as teams like Customer Experience, Brand Marketing, and Product.
• Support marketing teams with segmentation, persona guidance, and market insights to ensure campaign resonance.
• Identify and close process gaps to improve cross-functional efficiency.
• Own top-line KPIs such as Trials, Conversions, Retention, and Renewals, interpreting results and making data-driven decisions.
• Leverage market trends, customer behavior, and performance data to refine strategies and identify new opportunities.
• Analyze campaign impact in partnership with Business Operations, Business Intelligence, and Finance teams, understanding subscription metrics like LTV:CAC, ARPU, and ARR.
• Recruit, mentor, develop, and lead direct and indirect reports, fostering team identity and providing tactical and career development feedback.
• Ensure functional excellence of marketing functions including social media, media buys, events, influencer marketing, and partnerships.
• Ensure onX Hunt brand cohesion with the parent brand and develop the Hunt brand vision to address new segments and deepen customer loyalty.

Requirements

• 12+ years of marketing experience, including 8+ years leading and developing high-performing cross-functional teams.
• Experience with mobile apps, subscription models, or passion-based products.
• Bachelor's degree in marketing, business, or a related field.
• Ability to drive measurable marketing outcomes in a digital-first B2C environment marked by speed, ambiguity, and innovation.
• Proven ability to influence and drive business results through strategic marketing leadership.
• Expertise across the entire marketing funnel, integrating digital, brand, lifecycle, and content marketing.
• Strong Product Marketing skills, including translating customer insights into positioning and market differentiation.
• Experience managing multi-channel programs such as events, partnerships, influencer campaigns, and organic social strategies.
• Highly collaborative and effective communicator capable of leading and aligning diverse stakeholders.
• Comfortable using data to inform decisions and present at the executive level.
• Ability to travel at least quarterly and up to monthly for multiple days to a corporate office or strategic location.

Nice to Have

• Previous experience in the outdoor or hunting industries.
• Experience in experimental test design and analysis.

Qualifications

• Bachelor's degree in marketing, business, or a related field.
• 12+ years of marketing experience with leadership in cross-functional teams.

Benefits & Perks

• Competitive salaries, annual bonuses, equity, and opportunities for growth.
• Comprehensive health benefits, including a no-monthly-cost medical plan.
• Parental leave plan of 5 or 13 weeks, fully paid.
• 401k matching at 100% for the first 3% and 50% from 3-5%.
• Company-wide outdoor adventures and outdoor industry perks.
• Annual 'Get Out, Get Active' funds.
• Flexible time away package including PTO, STO, VTO, quiet weeks, and floating holidays.