Senior Manager of Vertical Marketing - Backcountry

ABOUT onX

We're a team of builders, adventurers, and risk takers using technology to help people confidently explore the outdoors. Driven by our mission to awaken the adventurer inside everyone, we build products that optimize every outdoor experience and inspire confidence to get out and go further.

We're a high-growth tech company. The pace is fast, the work takes grit, and ambiguity is part of the job. As the world changes around us, we adapt - continuously evolving how we build, prioritize, and deliver.

Our business moves quickly, and there's real opportunity to shape what we build next. Each of our verticals - Hunt, Offroad, Backcountry, and Fish - is at a different stage of maturity, which means the challenges you encounter and the impact you have will vary depending on where you sit and what the business needs most.

We operate with an experimentation mindset, continually iterating and improving how we solve problems. We expect our people to use the latest tooling, including AI, thoughtfully and responsibly, pairing human judgment with technology to increase quality, speed, and impact.

Our impact comes to life through the products we build, in the stories of our customers, and in our growing commitment to land stewardship and recreational access.

ABOUT THIS OPPORTUNITY

onX is seeking a Senior Manager, Vertical Marketing to lead growth for our Backcountry app-our digital companion for human-powered recreation. You will help shape how Backcountry shows up in the market during a pivotal stage of its evolution, as we sharpen differentiation and unlock the next phase of growth.

You will operate as a marketing leader who is both strategic and deeply hands-on. You will own the full-funnel growth strategy, with a focus on identifying and testing non-traditional growth levers that connect in-field product value to compelling go-to-market narratives. Success in this role depends on rapid experimentation, learning from real customer behavior, and translating insight into action.

In close partnership with the GM of Backcountry, the Backcountry Product Manager, and the CMO you will play an active role in positioning the product, communicating its value, and accelerating efficient growth as the business scales.

The ideal candidate brings a strong growth marketing foundation, comfort operating in ambiguity, and the creativity to develop different playbooks for reaching customers.
WHAT YOU WILL DO

Growth Strategy & Hands-on Execution

• Own the full-funnel growth strategy for onX Backcountry. You will be responsible for identifying, prioritizing, and executing on opportunities to drive user acquisition, activation, retention, and revenue.
• Lead channel management strategy, taking a hands-on approach to guide the team and directly manage key channels as needed, while empowering your team to own their respective areas and contribute effectively.
• Work closely with the GM of Backcountry, Backcountry Product Manager, and CMO to position Backcountry for its next phase of breakout growth
• Develop and execute a high-velocity experimentation roadmap to unlock new growth levers, using AI-supported analysis and rapid testing to accelerate learning, surface insights, and focus investment on what works.
• Partner with subject matter experts across the company to generate new marketing programs and direct or influence testing roadmaps for multiple channels including influencer marketing, partnerships, paid media, social media, digital user acquisition, lifecycle, PR, and events.

Team Leadership & Development

• Lead, mentor, and develop a small, high-performing team of marketing professionals, fostering a culture of ownership, accountability, and rapid experimentation.
• Enable your team members to contribute productively by setting clear goals, providing regular feedback and coaching, and removing roadblocks to their success.
• Manage team resources effectively, ensuring the right balance of hands-on execution from yourself and strategic delegation to the team.

Cross-Functional Collaboration

• Partner closely with functional leaders and their teams within user acquisition, lifecycle/marketing automation, creative, content marketing, PR, Customer Experience, and Brand Marketing to ensure a holistic strategy.

Leverage Data to Drive Decision-Making

• Own top-line marketing KPIs for the Backcountry vertical (Trials, Conversions, Retention, Renewals), partnering with your team and functional leads to interpret results, pressure-test hypotheses, and iterate strategies using AI-enabled insight generation and analysis.

• Leverage data from market trends, customer behavior, and performance - using AI-supported synthesis and pattern detection - to refine strategy and identify new opportunities for impact.
• Partner closely with Business Intelligence and Finance teams to analyze the impact of marketing campaigns. Deeply understand subscription-based B2C business metrics (LTV:CAC, ARPU, ARR, etc.) to identify and explore new opportunities and approaches.
• Effectively communicate Backcountry's performance, learnings, and plans across onX, translating complex, AI-supported analysis into clear, actionable narratives for diverse stakeholders.

WHAT YOU'LL BRING

• 7+ years of growth marketing experience
• A results-oriented, entrepreneurial mindset and a passion for driving growth
• A shared passion for and ability to demonstrate onX's Company Values
• Bachelor's degree or equivalent experience
• Permanent US work authorization is a condition of employment with onX.
• Ability to travel monthly, as needed, for multiple days to a corporate office or other onX strategic location, such as a Basecamp.

ADDED BONUSES

Though not required, we would be thrilled to consider candidates with any of the following:

• Experience working in both startup and growth-stage environments
• Outdoor industry experience

WHERE TEAM MEMBERS ARE LOCATED

onX has created a thriving distributed workforce designed to foster connection, collaboration, and shared experience across several US locations. We have two HQ locations in Bozeman and Missoula, MT and established virtual workforce Basecamps in Austin, TX; Charlotte, NC; Denver, CO; Kalispell, MT; Minneapolis, MN; Portland, OR; Salt Lake City, UT; and Seattle, WA. As a distributed workforce, we come together regularly for work and connection and team members are expected to travel quarterly with the potential for some roles to travel monthly.
HOW YOU'LL BE COMPENSATED

onX is committed to compensating all employees fairly and equitably for their contributions. Applicants can expect to make between $120,000 to $170,000 upon hire. The pay range will vary based on experience, skills, certifications, and education among other factors as required in the job description. In addition, full-time onX employees are eligible for a grant of common share options with a vesting schedule and a potential annual bonus of 10% based on company performance. Total rewards include:

• 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% you save and 50% from 3-5%
• Company-wide outdoor adventures and amazing outdoor industry perks
• Annual "Get Out, Get Active" funds to fuel your active lifestyle in and outside of the gym
• Flexible time away package that includes PTO, STO, VTO, quiet weeks, and floating holidays

PERFORMANCE ESSENTIALS

In this role, success is driven by cognitive abilities such as concentration and problem-solving, essential for our computer-centric tasks. onX will explore reasonable accommodations to ensure that individuals with diverse abilities can fully engage in and contribute to the essential physical and mental functions of the job. If you need assistance or accommodation, please contact us at View email address on click.appcast.io.


Position open until filled.

#LI-Remote

At onX, we believe that unique perspectives make us stronger. By bringing together people with different experiences, ideas, and viewpoints, we fuel innovation and move closer to our mission of awakening the adventurer in everyone. We are proud to be an equal opportunity employer and are committed to fairness not only in hiring, but also in development, compensation, and promotion. Our goal is to build an inclusive community where every team member can show up authentically and thrive. Together, we win as one team. Come join us!

onX Maps will never ask for credit card or SSN details during the initial application process. For your digital safety, apply only through our legitimate website at onXmaps.com or directly via our LinkedIn page.

onX does not sell any Personal Information, but we may transfer employment related records to our service providers or third parties that provide business services to onX or as required by law. For more information, see our Privacy Policy.

As part of our interview process, your conversation may be recorded for documentation purposes to allow interviewers to focus fully on the discussion. Recordings are confidential and accessible only to authorized personnel. Please note, onX respects all applicable laws regarding recording consent, and you will have an opportunity to opt-out if preferred.