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 delegati ... (truncated, view full listing at source)