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VP of Performance Marketing 
About the Organization 2ND ADVENTURE GROUP (2AG) - Brownells, Crow Shooting Supply, AR15.com, Big Springs

At 2nd Adventure Group, we Empower the Spirit of Independence and Adventure. Our passion is connecting gunsmiths, firearm enthusiasts, collectors, hunters, competitors, and protectors with products that outfit and enhance their spirit of independence and adventure.

2AG brands are aligned to empower people to be inspired, educated, and outfitted for a lifetime of enjoying outdoor experiences and adventures. We believe the spirit of independence and adventure is a mindset - in the office, on the range, in the field or with your family. It is the foundation - and reason - for everything we do. Our companies include:

• BROWNELLS - the preeminent all-things-firearms company in the world. Founded in 1939 in Montezuma, IA, Brownells' storied history of connecting firearm and firearm accessory manufacturers with freedom-loving customers is unrivaled.
• CROW SHOOTING SUPPLY - our national wholesale distributor of firearms, ammunition reloading components and shooting accessories. We proudly serve retail gun shops, major sporting goods stores, gun clubs, shooting ranges and government agencies.
• AR15.COM - the world's largest online firearm community, proud to be the gathering place for firearm enthusiasts of all types.
• BIG SPRINGS SHOOTING COMPLEX - our premier shooting/hunting facility for law enforcement agencies, shooting clubs/camps, youth groups, private citizens, and 2AG EMPLOYEES!

OUR VALUES
• R.I.C.H. (Respect, Integrity, Courage, Honesty)
• Power of the Platform (collectively leveraging our unique brands)
• Purpose Driven Performance
• Relentless Creativity & Innovation

WHY ADVENTURE WITH US
Put simply, our adventure is fun! If working in a fast-paced, hobby-based business where growth and exploring new frontiers every day excites you, then WE WANT YOU!  
Division Brownells  
Full-Time/Part-Time Full-Time  
Description

Adventure Summary

The Vice President of Performance Marketing, reporting to the Chief Marketing Officer, is responsible for steering the strategic vision of our digital marketing efforts to drive business objectives and enhance customer value. This role combines expertise in eCommerce, customer acquisition, conversion optimization, product strategy, and data governance. A successful candidate will possess robust leadership skills, data-informed decision-making capabilities, and proficiency in digital marketing tools and practices. This role requires effective cross-functional collaboration and team leadership, ensuring the delivery of customer-centric solutions and sustained brand growth.

This is primarily an onsite position that can be based out of Dallas, TX, or Grinnell, IA. Should the successful candidate be based out of Dallas, occasional travel to our headquarters in Grinnell will be a necessary part of the role.

 

Benefits You Will Enjoy

  • Competitive Salary
  • Generous Paid Time Off
  • Health, Dental, and Vision packages to fit your needs
  • Additional voluntary supplemental insurance plans
  • Fully vested 401(k) company match
  • Tuition Assistance Program
  • Career Pathing Program
  • Generous employee discount
  • Full range access at our Big Springs Shooting Complex
  • Opportunity to work alongside people who are passionate about adventure and the outdoors!

 

What You Will Do

Digital Marketing Strategy and Leadership

  • Lead the development of a strategic, customer-centric digital marketing plan that aligns with our business objectives, fosters customer acquisition, engagement, retention, and enhances customer lifetime value (CLV)
  • Drive the strategic direction of our digital marketing initiatives, including e-mail marketing, SEO/SEM, affiliate marketing, CSEs, and social media, to maximize reach and conversion
  • Provide strategic guidance for the development and execution of our eCommerce roadmap, ensuring seamless coordination and alignment across earned, owned, and paid media channels to amplify brand visibility and drive robust growth
  • Direct the strategic integration and utilization of MarTech solutions, including the evaluation of current and emerging technologies, to bolster our digital marketing capabilities, enhance customer experience, and drive revenue growth

 

Customer Experience and Conversion Optimization

  • Manage marketing automation software/platforms, overseeing their implementation, optimization, and utilization to drive targeted and personalized marketing campaigns, streamline processes, and maximize efficiency in customer engagement
  • Lead efforts to continually optimize the conversion funnel for Brownells.com, enhancing the customer journey, user experience, and conversion rates
  • Drive customer-centric performance marketing initiatives, leveraging strategies for accurate customer interaction linking across multiple channels (identity resolution) and delivering personalized content and product recommendations (1:1 marketing); utilize data-driven insights to enhance personalized marketing, boost customer engagement, and increase Customer Lifetime Value (CLV)

 

Promotions and Product Strategy

  • Partner with the Vice President of Brand Management to set the strategic framework for the planning and implementation of promotions, sales, and marketing campaigns, balancing customer attraction and business profitability
  • Drive strategic product curation and presentation on the website, aligning our product range with our brand strategy to resonate with target customers
  • Develop a strategic pricing approach for products, considering costs, market trends, competitor pricing, and profit margins
  • Employ a strategic use of customer data, market trends, and demand signals to guide inventory and product mix decisions, ensuring effective response to current demand, in close partnership with the Supply Chain organization

 

Customer Journey Optimization and Data Governance

  • Lead the strategic management of the eComm customer journey, ensuring alignment of product assortment, presentation, and promotions with our brand strategy to facilitate a seamless purchase experience
  • Work closely with the data science and digital marketing teams to strategically plan, administer, and optimize merchandising content, leveraging customer data insights to drive impactful strategies aligned with performance marketing goals
  • Own and monitor eCommerce and digital KPIs for Brownells.com, driving optimal performance and target achievement
  • Ensure all digital marketing activities adhere to industry regulations and best practices, including data privacy, and maintain a consistent digital branding across all channels and customer touchpoints

 

Team Leadership and Collaboration

  • Cultivate a high-performing team of digital marketing professionals, offering strategic guidance, continuous coaching, mentoring, and empowering career development opportunities to drive exceptional results
  • Foster robust interdepartmental relationships, promoting a unified, customer-centric approach to marketing and customer experience

 

What You Will Need

Qualifications

  • Possess a minimum of 15 years of experience in eCommerce, database, direct, and online marketing, including at least 5 years in a leadership role within a B2C company's digital/eCommerce department; this should involve successfully leading and managing teams to achieve strategic objectives
  • Bachelor's degree in marketing, business administration, or a related field; Master's degree or MBA is preferred
  • Demonstrate exceptional leadership and communication skills, with a proven ability to effectively influence and align stakeholders at all levels of the organization, both internally and externally
  • Exhibit proficiency in devising holistic, customer-centric business solutions, with a track record of assessing their impact on various operations and leading teams through successful implementation
  • Display strong decision-making skills, advanced analytical abilities, and comprehensive experience in database segmentation, utilizing insights to drive informed strategies and achieve desired outcomes
  • Possess a solid understanding of SEO and SEM practices, as well as expertise in utilizing Google Analytics and CRM software; familiarity with additional tools such as IDR, segmentation techniques, and Optimizely is considered a plus

 

Physical Demands

Sedentary work. Sedentary work involves lifting no more than 10 pounds at a time and occasionally lifting or carrying articles like docket files, ledgers, and small tools. Although a sedentary job is defined as one which involves sitting, a certain amount of walking and standing is often necessary in carrying out job duties. Jobs are sedentary if walking and standing are required occasionally, and other sedentary criteria are met.

Physical Hazards – Health and Safety Concerns

  • General office environments
  • Ergonomics

 

Where You’ll Be Located

Dallas, TX, or Grinnell, IA

 

Live Your Adventure!

Brownells is a subsidiary of 2nd Adventure Group. At 2nd Adventure Group, our mission is to provide a platform to connect people with their passions. Our brands are aligned to empower people to be inspired, educated, and outfitted for a lifetime of enjoying and sharing the spirit of adventure. Our sister companies include: Crow Shooting Supply, Sinclair International, AR15.com, and Big Springs Shooting Complex.

DISCLAIMER: The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not intended to be construed as an exhaustive list of all responsibilities, duties and skills required of personnel so classified. In addition, the employer may consider whether the individual applying for or holding the position is qualified. There are two steps involved in this determination. The first concerns whether the applicant or current employee satisfies the prerequisites for the position. The second step involves whether or not the person can perform the essential functions with or without reasonable accommodation.

 
EOE Statement Brownells, Inc. is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, creed, color, religion, national origin, physical or mental disability, protected veteran status, age, genetic information, marital status, pregnancy, sexual orientation, gender identity or any other characteristic or status protected by law.

If you need a reasonable accommodation for any part of the employment process, please contact us by email at careers@brownells.com and let us know the nature of your request and your contact information. Requests for accommodation will be considered on a case-by-case basis. Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this e-mail address.

For more information, view the EEO is the Law Poster and Pay Transparency Statement.  

This position is currently not accepting applications.

To search for an open position, please go to http://crow.appone.com

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