Vice President, Performance Marketing

• Own performance marketing strategy and P&L: Lead the multi-year paid media strategy across four ecommerce brands, covering paid search, paid social, shopping/feed, display, affiliate, video/TV, and emerging channels.
• Optimize investment and growth: Allocate budgets according to incrementality, LTV, blended CAC, marginal ROAS, and broader efficiency targets, while clearly communicating strategic trade-offs to executive leadership.
• Build scalable marketing programs: Develop repeatable playbooks for product launches, promotions, seasonal peaks, testing, and channel expansion that can be deployed across the brand portfolio.
• Drive experimentation and innovation: Establish a strong culture of A/B and multivariate testing across creative, landing pages, audiences, and campaigns, converting insights into scalable performance improvements.
• Lead and develop the organization: Build and manage a team of performance marketing leaders and specialists, establish operating standards, coach senior talent, and create a high-performing organizational structure.
• Manage agency partnerships: Set clear expectations for external partners, monitor performance against efficiency benchmarks, and ensure agency scopes and resources support strategic priorities.
• Expand emerging channels: Identify new media opportunities and remain close enough to execution to launch and test emerging channels directly when required.
• Advance AI and automation: Drive practical adoption of AI and automation tools to improve decision-making, increase productivity, accelerate analysis, and enable the team to focus on higher-value work.
• Partner cross-functionally: Work closely with Creative, Merchandising, eCommerce, Product, and Web Development to ensure paid media, inventory, assortment, landing pages, and conversion experiences reinforce one another.
• Provide executive leadership: Represent performance marketing in company-level strategy and planning, communicate results and risks to senior leadership, and turn performance data into clear commercial recommendations.
• Monitor the market: Track competitors, consumer behavior, and trends across outdoor, sporting goods, and active lifestyle markets to identify opportunities in channels, formats, and positioning.

Requirements

• 12+ years of experience in performance marketing or paid media, including at least 5 years managing managers or team leads.
• Bachelor’s degree in Marketing, Business, or a related field; an advanced degree is considered an advantage.
• Proven experience owning large-scale, multi-channel paid media budgets across search, social, shopping/feed, display, and related channels.
• Demonstrated success managing performance marketing across multiple brands, sites, or business units simultaneously, ideally within a large-scale ecommerce environment.
• Strong command of performance marketing economics, including CAC, LTV, incrementality, marginal ROAS, and blended efficiency.
• Proven ability to build and lead teams of leaders while developing organizational structures, operating standards, and performance cultures.
• Strong experience managing agencies and holding external partners accountable for measurable outcomes.
• Excellent executive presence and communication skills, with experience presenting performance, strategy, and recommendations to C-suite or senior leadership.
• Ability to influence Creative, Merchandising, eCommerce, Product, and other stakeholders without direct authority, aligning diverse teams around commercial objectives.
• Demonstrated experience using AI and automation tools to improve decision-making, productivity, campaign execution, or team efficiency.
• Hands-on familiarity with major advertising and analytics platforms, including Google Ads, Meta Ads Manager, Google Analytics, Tableau, or Looker Studio.
• Strong strategic and analytical mindset combined with the willingness to stay close to operational details and intervene directly when necessary.
• Experience in outdoor, sporting goods, cycling, active lifestyle, or ecommerce is a plus.
• Experience managing paid media for a multi-brand or multi-site organization is an advantage.

Benefits

• Competitive compensation aligned with senior leadership responsibilities and experience.
• Paid time off and other time-off policies designed to support work-life balance.
• RRSP matching for eligible Canadian employees.
• Medical, dental, and vision coverage, along with a range of supplemental benefits.
• Employee discounts across the portfolio of brands.
• Opportunity to work directly with C-suite and senior brand leadership.
• Significant leadership opportunity to build a performance marketing organization across a four-brand portfolio.
• End-to-end ownership of a portfolio-level paid media P&L and multi-year strategy.
• Remote work opportunities across Canada, with a hybrid arrangement in Toronto.
• A fast-moving, ownership-oriented environment where leaders can directly influence commercial results.
• Opportunity to work in an organization connected to outdoor, active lifestyle, and ecommerce brands.