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Posted 4 months ago

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Paid Search Manager

Cottonwood Heights, UTHybridFull-time

AI Summary

Owns and manages paid search (Google Ads, Microsoft Ads, Shopping, Performance Max) across a multi-brand portfolio, driving revenue growth, new customer acquisition, and ROAS while managing seven-figure monthly budgets.

About this role

Adventure is our Culture. Join a team that celebrates a lifestyle as bold as the terrain we love. At Backcountry, we are rooted in adventure, recognition, and wellbeing on and off the mountain. We spotlight employee stories, celebrate milestones, and offer exclusive outdoor perks. Whether you are at HQ, in a retail store, or remote, you will be part of a team that thrives on energy, exploration, and connection.
Reports to: Sr. Director, Performance Marketing
Location: Salt Lake City, Utah (Hybrid - 3x/week in-office), Remote (United States), Remote (Canada)

About the Role:

As our Paid Search Manager, you will own the full paid search function across Backcountry's multibrand portfolio — Google Ads, Microsoft Ads, Shopping, and Performance Max — with direct accountability for profitable revenue growth and new customer acquisition efficiency. This role exists because we are scaling our paid search investment and need someone who can bring structure, rigor, and strategic momentum to programs that touch seven-figure monthly budgets.
You will sit at the intersection of data, strategy, and execution — building testing frameworks, managing bid strategy, and translating performance signals into decisions that protect margin and drive ROAS above target. At 6–12 months, success looks like cleaner account architecture, a documented testing roadmap with measurable wins, and a reporting infrastructure that gives leadership clear visibility into spend efficiency and incrementality.
This is a lean team. You will own a lot, move fast, and make decisions with full end-to-end responsibility.

What You'll do:

  • Own and manage all Google Ads and Microsoft Ads programs (Search, Performance Max, Shopping) across Backcountry's multi-brand portfolio.
  • Lead keyword and query strategy, audience segmentation, bidding strategies, and negative structures to maintain clean, high-performing accounts.
  • Manage and optimize monthly budgets, identifying opportunities to reallocate spend toward highest-impact channels and campaigns.
  • Drive continuous testing and optimization to hit or exceed ROAS, CAC, and LTV targets while protecting margin and prioritizing incrementality.
  • Build and maintain dashboards, pacing models, and reporting that track performance against KPIs, forecast outcomes, and guide budget allocation decisions.
  • Monitor competitive dynamics and market trends, leveraging third-party tools and auction insights to inform strategy and defend or expand share efficiently.
  • Stay ahead of platform changes, AI and automation advancements, and industry best practices in Google and Microsoft Ads, and proactively recommend tests rooted in incremental impact.

    • Required Qualifications:

  • 4+ years of experience in performance marketing with deep expertise in paid search and Google Ads.
  • Proven track record managing and scaling high-budget search programs (ideally seven-figure monthly spend) while improving ROAS and lowering CAC.
  • Advanced knowledge of Google Ads and Microsoft Ads, including campaign structure, bidding strategies (manual and automated), audience strategies, and attribution models.
  • Ability to leverage AI-driven tools and automation to streamline daily tasks and reporting, with an AI-forward mindset and eagerness to adopt new technologies that enhance efficiency.
  • Strong analytical skills with the ability to interpret large datasets and translate them into clear strategic decisions; advanced proficiency in Excel/Sheets and experience with BI/reporting tools.
  • Demonstrated ability to build testing roadmaps, define hypotheses, and measure impact using clean, repeatable frameworks.
  • Excellent communication skills with the ability to clearly articulate performance insights, tradeoffs, and recommendations to both technical and non-technical stakeholders.

    • Preferred Qualifications:

  • Familiarity with experimentation frameworks, incrementality testing, and advanced attribution approaches (e.g., geo tests, holdouts, MMM inputs).
  • Understanding of landing page optimization and conversion rate optimization best practices, and experience partnering with product and UX teams to improve on-site efficiency.
  • Experience collaborating with creative teams on ad concepts, messaging frameworks, and asset testing tailored to performance goals.
  • Interest in outdoor, ski, bike, or lifestyle categories is a plus but not required.

    • Why Join

    The people who do best here are builders. They take ownership, move fast, and want to see the direct impact of their work.
  • Impact and Visibility: Your work directly influences revenue, margin, and new customer acquisition across a multi-brand portfolio with seven-figure monthly budgets — and senior marketing leadership will see it.
  • AI-First Skill Building: Get hands-on with the most advanced AI and automation tools in performance marketing. You will build a modern technical skill set that sets you apart in any channel or industry.
  • Ownership and Autonomy: You will run the paid search function end-to-end — from strategy and structure to testing frameworks and reporting — with the trust and latitude to make real decisions.
  • Competitive Benefits – Canada: Comprehensive benefits including paid time off, RRSP match, group benefits, and employee discounts across portfolio brands.
  • Competitive Benefits – US: Comprehensive benefits including paid time off, 401(k) match, medical, dental, vision, supplemental coverage, and employee discounts across portfolio brands.

    • Interview process:

    1. Recruiter Screen: A 30-minute conversation with our recruiting team to align on the role, your background, and what you are looking for.
    2. Paid Search Skills Assessment: A short take-home exercise focused on campaign analysis, budget allocation reasoning, or a test-and-learn framework — so we can see how you approach real problems.
    3. Hiring Manager Interview: A deep-dive conversation with the Sr. Director, Performance Marketing covering your experience, analytical approach, and strategic thinking.
    4. In-Person Interview: On-site at our Cottonwood Heights office to meet the broader marketing team and work through a performance scenario.
    5. Reference Checks: Conducted in parallel with the final stages where possible.
    6. Offer: We move quickly for the right candidate.

    Skills

    A/b TestingAI AutomationBI ToolsExcelGoogle AdsGoogle Analytics 4Microsoft AdsPerformance MaxSearch Ads 360Sheets

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