Director of Performance Marketing

Reporting to the VP of Marketing, the Director of Performance Marketing will oversee paid media strategy, email and online presence for Under Canvas and its subsidiary brands. This leader will be instrumental in effectively driving brand awareness and traffic to the website via multiple online channels while building equity in the Under Canvas brand as the leader in upscale, outdoor hospitality. This role is tasked with making data-driven strategic decisions that drive revenue, brand awareness, acquisition and retention via online channels including website, paid media and third-party distribution channels. With the support of the Digital Marketing Manager, agency and contract contributors, this leader will oversee strategy, measurement, and effective performance of the brands’ omni-channel paid media and metasearch strategy; ancillary revenue and conversion rate optimization strategies, and OTA management to amplify our brand via targeted marketing tactics. 

As the Director of Performance Marketing, this person should be up to date with the latest digital technologies, paid media, website and CRO trends. A successful candidate will possess superior project management and communication skills and experience interacting with and managing up to executive team members, managing internal and vendor relationships included but not limited to agencies for digital creative and paid media, and cross-functional project stakeholders – as required - to achieve business objectives, and be able to create, analyze and make decisions based on in depth analytics and data. 

Location: Based in Denver. Hybrid model; partial in-office, partial work-from-home. 

Responsibilities 

• Work collaboratively with the broader marketing team and cross-departmentally to own and elevate Under Canvas’ digital revenue and awareness driving channels.
• Lead marketing arm of ancillary revenue and conversion rate optimization opportunities in conjunction with cross-departmental teams.
• Leverage guest data and insights to inform strategic decisions for paid media, metasearch and email marketing.
• Work in partnership with the organic social and communications team to elevate paid media messaging and aesthetics in combination with data to improve performance and drive online revenue, brand awareness and retention.
• Understand overall customer journey communications from brand awareness through to purchase and continued through loyalty cycle in application of owned channels.
• Oversee and manage acquisition on 3rd party channels to drive overall awareness and revenue via online channels – metasearch, OTAs, Google etc.
• Manage and oversee paid media strategy and make data-driven decisions to increase brand awareness, traffic to the website, and web revenue.
• Measure and test paid media strategies including channel introduction and optimization, audience targeting, and content and creative optimizations in conjunction with the rest of the marketing team.
• Manage agency partners, contractors, measurement platforms and other key vendors to deliver performance marketing and web results and hold them accountable to delivery timelines and budgets.
• Mentor and develop a Digital Marketing Manager direct report, in addition to other middle managers and peers, in a highly matrixed company.
• Drive decisions for the marketing team and overall company using expert knowledge in data including Google Analytics, Consumer Database Platform and Business Intelligence tools.
• Use knowledge of best practices by channel and identify current trends and technologies to help evolve in-house paid media strategy and drive improved ROAS and conversion rate across all channels.
• Develop - and hold team members accountable to - measurable KPI’s across all managed efforts, tracking and optimizing to achieve and exceed business goals. Analyze on a regular cadence and use to inform optimizations. 
• Exercise impeccable attention to detail/accuracy, with a high bar for excellence.
• Be a team player! Proactively and conscientiously identify areas of opportunity across the marketing team and business and have fun doing it. 
• Serve as a leader in the Marketing and broader corporate organization, working closely with other leaders to achieve priorities for the company’s strategic growth priorities.
• Support VP of Marketing, as required.

Preferred Qualifications 

• Bachelor's Degree in related field, ideally Marketing and/or Communications
• Minimum of 7 years of relevant work experience, with at least 3 years managing others; hospitality and/or travel industry experience preferred 
• Agency experience preferred
• Metasearch/OTA experience preferred
• Excellent project management skills and a self-starter mentality
• Experience managing third party vendors, agencies, and/or contractors
• Experience building creative and data-driven paid media strategies and/or campaigns: brainstorming strategic approaches and delivering on those through A/B testing and other data-driven methods
• Knowledge and understanding of social media platforms, influencer marketing, content usage rights, privacy laws etc.
• Experience building and managing PPC campaigns
• Experience managing and optimizing websites with a CRO/UX driven approach
• Demonstrated ability to work with and through people to achieve results
• Excellent interpersonal and communication skills including highly developed presentation skills
• Ability to manage multiple deadlines in a fast-paced environment while maintaining a positive and professional attitude 

Other Skills and Abilities 

Executive reporting, Data-driven decision maker, Knowledge of programmatic display media and metasearch management platforms, GA4, PowerBI, Google Ads, Meta Ads, Content Creation, Project Management Skills, Ruthless Prioritization 

Additional Information 

• This position is contingent upon the satisfactory completion of a background and motor vehicle records check, if requested by Under Canvas.
• Travel as needed
• Ability to work in all-weather when on location

Compensation and Benefits 

Under Canvas strives to provide a comprehensive benefits and compensation package that addresses the needs of our team members. In addition, they can participate in: 

• Company's health insurance plan
• Flexible time off
• 401(K)
• Under Canvas' team member purchase plan 
• Heavily discounted tents for Under Canvas family and friends stays
• Bar N Ranch lodge and cabin discounts
• Industry discounts for outdoor brands
• Lifestyle partner brand discounts

Under Canvas is an Equal Employment Opportunity Employer who prohibits discrimination, harassment, and retaliation of any kind. 

• This job description may not be inclusive of all assigned duties, responsibilities, or aspects of the job described, and may be amended at any time at the sole discretion of Under Canvas.