Vice President, Performance Marketing

Vice President, Performance Marketing

This is a senior marketing leadership opportunity with end-to-end ownership of paid media strategy, investment, and performance across a portfolio of four ecommerce brands. You will translate revenue and margin objectives into a multi-year performance marketing roadmap focused on incrementality, customer lifetime value, and efficient acquisition. The role combines strategic leadership with hands-on engagement across search, social, shopping, display, affiliate, video/TV, and emerging channels. You will build and lead a high-performing team while managing agency partnerships and expanding the organization's capabilities. Close collaboration with Creative, Merchandising, eCommerce, Product, and Web Development will be essential to connecting media investment with assortment, site experience, and conversion. As part of the marketing leadership team, you will have significant executive visibility and direct influence on commercial growth. This is a lean, fast-moving environment suited to a builder who thrives on ownership, experimentation, and measurable impact.

Accountabilities

• 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.