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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.
