Director of Vertical Marketing

Job description

ABOUT onX

As a pioneer in digital outdoor navigation with a suite of apps, onX was founded in Montana, which in turn has inspired our mission to awaken the adventurer inside everyone. With more than 400 employees located around the country working in largely remote / hybrid roles, we have created regional “Basecamps” to help remote employees find connection and inspiration with other onXers. We bring our outdoor passion to work every day, coupling it with industry-leading technology to craft dynamic outdoor experiences.

Through multiple years of growth, we haven’t lost our entrepreneurial ethos at onX. We offer a fast-paced, growing, tech-forward environment where ownership, accountability, and passion for winning as a team are essential. We value diversity and believe it leads to different perspectives and inspires both new adventures and new growth. As a team, we’re hungry to improve, value innovation, and believe great ideas come from any direction.

Important Alert: Please note, onXmaps 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.

WHAT YOU WILL DO

onX is seeking a Director of Vertical Marketing to lead the go-to-market strategy and full-funnel marketing performance for onX Hunt. Sitting at the intersection of the matrixed Marketing team and the Hunt team, this role is accountable for aligning marketing efforts across both teams to drive business outcomes, ensuring Hunt reaches, acquires, and retains customers effectively across all touchpoints.

You will lead the development of a full-funnel marketing strategy for Hunt, partnering closely with functional experts across growth, brand, PR, lifecycle, and creative, and directly leading functions including organic social, events, influencer marketing, and endemic paid media. In this leadership role, you will ensure cohesive alignment and results-oriented execution, acting as a strategic connector across the teams and presenting a holistic marketing vision and strategy.

This role will translate vertical business goals and audience insights into integrated, high-impact campaigns and initiatives that resonate with Hunt’s market segments. This role reports to the SVP of onX Hunt with a strong dotted-line reporting relationship with the CMO.

As an onX Director of Vertical Marketing, your essential job duties and responsibilities will look like:

• Full Funnel Strategy & Ownership:

  • Lead the integrated, full-funnel marketing strategy for onX Hunt, including defining strategic audience personas and driving measurable business impact in top-of-funnel awareness, mid-funnel consideration, conversion/acquisition, and retention.
  • Leading across direct- and matrixed-teams, launch and optimize integrated thematic, seasonal, segment-appropriate campaigns that drive awareness and engagement.
  • Ensure campaigns and seasonal go-to-market briefs are: fully developed to resonate with different target audiences or personas; integrated holistically across all channels; informed by customer and product insights; appropriately prioritized and resourced; demonstrating high brand quality and polish; aligned to business goals.
  • 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, events, etc.
  • Own timelines and content calendar for go-to-market plans, ensuring clarity and prioritization for both near-term and long-term initiatives.

• Cross-Functional Collaboration Across Matrixed Teams:

  • Build and present an integrated and unified vision of the Hunt marketing strategy and how each supporting team/function contributes to this unified vision.
  • Partner closely with functional leaders who oversee their respective matrixed teams within user acquisition, lifecycle/marketing automation, creative, content marketing, and PR. Collaborate with associated teams like Customer Experience, Brand Marketing, and Product to ensure a holistic strategy.
  • Support all marketing teams with clear context, segmentation, and persona guidance, and market-specific insights to ensure campaigns resonate with different target audiences.
  • Consistently seek to improve cross-functional efficiency within and between teams by identifying and closing process gaps.

• Leveraging Data to Drive Decision-Making:

  • Own top-line marketing KPIs for the Hunt vertical (Trials, Conversions, Retention, Renewals). Work in partnership with functional leads to interpret KPI results, make data-driven decisions, iterate strategies, understand connections between parts of the funnel, and report on impact to stakeholders across matrixed teams.
  • Leverage Data gathered from market trends, customer behavior, and performance to consistently refine strategy and identify new opportunities for impact.
  • Partner closely with Hunt Business Operations, Business Intelligence, and Finance teams to analyze the impact of marketing campaigns. Deeply understand subscription-based B2C business metrics (LTV:CAC, ARPU, ARR, etc.) and how they influence multiple approaches to marketing measurement, using them to identify and explore new opportunities and approaches.

• Team Leadership:

  • Recruit, mentor, develop, and lead a combination of direct-report and indirect-report team members, acting as a strategic connector across all team members and facilitating team identity. Coach and develop both direct and indirect reports, actively providing both tactical and career development feedback.
  • Ensure functional excellence of directly-reporting functions (social media, media buys, events, influencer marketing, partnership marketing, retail, etc.), including development and adherence to best practices that drive measurable business impact.

• Hunt Brand Vision:

  • Ensure onX Hunt brand cohesion with the onX parent brand and with the onX Hunt brand to date, as well as further developing the Hunt brand vision and execution to address new customer segments and to drive deeper and more nuanced customer loyalty.

WHAT YOU’LL BRING

• 12+ years of marketing experience, including 8+ years leading and developing high-performing teams in cross-functional marketing disciplines.
• Experience with mobile apps, subscription models, or passion-based products.
• Bachelor’s degree in marketing, business, or a related field.
• Demonstrated ability to drive measurable marketing outcomes in a digital-first (tech or tech-enabled) B2C environment marked by speed, ambiguity, and innovation.
• Proven ability to drive measurable business results through strategic marketing leadership, even when influencing execution cross-functionally.
• Expertise across the entire marketing funnel, with a strong grasp of how to integrate key disciplines—such as digital, brand, lifecycle, and content marketing—into a cohesive go-to-market approach that drives audience-specific impact.
• Strong Product Marketing acumen, including: translating customer insights and competitive research into actionable positioning, defining audience segments, identifying market differentiation, and articulating how feature sets can impact growth.
• Demonstrated success managing multi-channel programs, including events, partnerships, influencer campaigns, and/or organic social strategies.
• Highly collaborative and effective communicator, with the ability to lead across teams and align diverse stakeholders.
• Comfortable using data to inform decisions and make a compelling case at the executive level.
• A shared passion for and ability to demonstrate onX’s Company Values.
• Permanent US work authorization is a condition of employment with onX.
• Ability to travel at least quarterly and up to monthly 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:

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

WHERE YOU CAN WORK

onX has created a thriving distributed workforce community across several US locations. This position can be performed from an onX corporate office, “Basecamp,” or “Connection Hub”, with a strong preference for someone based in Bozeman, MT; relocation assistance can be considered.

• Corporate Offices: onX was founded in Montana with offices in Missoula and Bozeman. If you prefer to work in an office at least part of the time, this is a great option.

• Basecamps: onX’s Basecamps are established virtual workforce communities where a sizable number of distributed team members group for work, volunteering, socializing, and adventure.

  • Our current Basecamps are located within a 90-mile radius of the following: Austin, TX; Denver, CO; Kalispell, MT; Minneapolis, MN; Portland, OR; Salt Lake City, UT; and Seattle, WA.

• Connection Hubs: onX’s Connection Hub locations are smaller, emerging communities of distributed team members.

  • Our current Connection Hubs are located within a 60-mile radius of the following: Boise, ID; Charleston, SC; Charlotte, NC; Dallas/Fort Worth, TX; Phoenix, AZ; Richmond, VA; Spokane, WA; and Vermont.

HOW YOU’LL BE COMPENSATED

onX is committed to fair and equitable compensation for all employees based on the value they bring to the business. For this position, we are considering candidates at either the Director or Senior Director level. As such, the compensation range for this role spans $156,000 to $227,000, depending on level, experience, skills, education, and other relevant qualifications 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.

WHAT WE’RE OFFERING YOU

• 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% 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 [email protected].

Position open until filled.

#LI-Remote

At onX, we believe that diversity makes us better.  Bringing together a diverse set of backgrounds, ideas, and opinions helps us to achieve our mission to awaken the adventurer in everyone. We are proud to be an equal opportunity employer. onX is committed to equal opportunity not only in our hiring practices but also in our employment practices, including but not limited to development, compensation, and promotion. We strive to build an inclusive work community where everyone can be their authentic self, and together, we win as a team. Come join us!

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, without the use of AI-based summarization. Please note, onX respects all applicable laws regarding recording consent, and you will have an opportunity to opt-out if preferred.