Director of Vertical Marketing

About the position

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.

Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.

Requirements

• 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.

Nice-to-haves

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

Benefits

• 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.