Responsibilities

• Growth P&L ownership — Own performance marketing end-to-end (ad → site → value), including budget allocation across media, people, and tools; make tradeoffs that protect profitability and payback.
• Channel leadership — Lead strategy and execution across key acquisition channels (paid social, search, affiliates, and other performance channels where it makes sense), with clear accountability for results.
• Measurement & data integrity — Build a single source of truth for acquisition and customer value (UTM taxonomy, event tracking, GA4/server-side instrumentation, warehouse integration such as BigQuery or equivalent) and make channel economics fully auditable.
• Attribution & incrementality — Implement attribution rigor and incrementality testing (holdouts, geo/cohort tests, or equivalent) so decisions reflect incremental lift and profit—not vanity ROAS.
• Experimentation engine — Establish a disciplined testing system (hypothesis → sizing → test → analysis → scale) across creative audiences, bidding, landing experience, and lifecycle/email.
• Creative performance system — Build repeatable creative ops and a creative-to-scale process that increases the rate of scalable winners and reduces cycle time.
• Funnel conversion improvements — Drive conversion-rate improvements through site and landing-page testing, working tightly with ecom/product stakeholders.
• Lifecycle & retention levers — Own/lead email and lifecycle strategy (onboarding, reactivation, subscription and retention campaigns) and partner cross-functionally to improve repeat purchase and LTV.
• Team & partner buildout — Recruit, onboard, and lead a high-output team (FT + contractors/agencies/freelancers as needed), with clear success metrics and operating cadence.
• Operating rhythms & communication — Create clear weekly/monthly rhythms and concise written updates that keep Finance, Data, Ops, and leadership aligned and moving fast.

Requirements

• 10+ years in performance marketing or growth with ownership of profitable customer acquisition.
• Prior ownership of a growth or acquisition P&L.
• Experience across paid social, paid search, affiliates, and other scalable performance channels.
• Strong measurement and analytics experience (UTMs, GA4/server-side tracking, data warehouse integration).
• Experience driving CRO through site and landing-page experimentation.
• Experience building and leading high-output teams and external partners.

Preferred

• Bonus: experience working in fishing or outdoors markets
• experience marketing consumer subscriptions