Sr. Performance Marketing Specialist

POSITION SUMMARY

The Senior Performance Marketing Specialist is responsible for driving efficient high-quality lead generation at scale with Cost Per Lead (CPL) as the primary KPI. This role sits within the Performance Marketing team and is accountable for acquiring and optimizing leads that directly contribute to downstream boat sales across White River Marine Group brands.

This individual will own full-funnel paid media execution across search social programmatic and affiliate channels with a deep focus on lead quality attribution accuracy and conversion efficiency. The ideal candidate brings hands-on experience optimizing toward CPL targets understands how leads translate into revenue and is fluent in modern attribution models tracking infrastructure and ad tech ecosystems.

This role requires strong cross-functional collaboration with CRM analytics sales and brand teams to ensure lead generation efforts are measurable attributable and aligned to business outcomes.

ESSENTIAL FUNCTIONS

CPL Ownership & Lead Generation Strategy

• Own and optimize Cost Per Lead (CPL) as the primary success metric across all paid media channels.
• Develop and execute strategies to scale lead volume while improving lead quality and conversion rates downstream.
• Partner with CRM and sales teams to understand lead-to-sale conversion performance and optimize campaigns accordingly.
• Continuously test and refine audience targeting creative offers and landing pages to improve lead efficiency while maintaining the testing roadmap.

Paid Media Execution

• Paid Search:
  • Drive lead acquisition through intent-based search campaigns with a focus on conversion rate optimization and CPL efficiency.
  • Optimize keyword strategy bidding models and ad copy aligned to lead generation goals.
  • Manage optimize and audit product feed.
  • Manage and improve performance of lead form extensions and landing page flows.
• Paid Social:
  • Execute and optimize paid social campaigns with a focus on lead form generation conversion campaigns and audience testing.
  • Leverage platform-native lead gen solutions and external landing pages to improve CPL and lead quality.
• Programmatic / Display:
  • Manage prospecting and retargeting campaigns with a focus on driving incremental leads efficiently.
  • Test audience segments creative variations and frequency strategies to improve conversion performance.
• Affiliate / Partner Marketing:
  • Expand and optimize affiliate partnerships focused on cost-efficient lead acquisition.
  • Ensure partners meet lead quality standards and compliance requirements.
• Additional Marketing Channels:
  • This role will be responsible for testing into new emerging marketing channels as dictated by business needs.

Attribution Tracking & Ad Tech Integration

• Maintain deep understanding of multi-touch attribution models tracking methodologies and platform attribution differences.
• Partner with analytics and engineering teams to ensure accurate tracking of leads across platforms (e.g. pixels server-side tracking CRM integration).
• Evaluate and optimize performance based on true CPL and downstream conversion metrics not just platform-reported results.
• Troubleshoot discrepancies across platforms and ensure data integrity across the marketing tech stack.

Data Reporting & Optimization

• Analyze campaign performance with a focus on CPL lead quality and conversion rates.
• Build and deliver reporting that connects media performance to business outcomes.
• Make data-driven recommendations on budget allocation channel mix and scaling strategies to improve efficiency.
• Identify and execute testing roadmaps (creative landing pages audiences bidding strategies).

Cross-Functional Collaboration

• Partner with CRM sales and analytics teams to close the loop on lead performance and lifecycle outcomes.
• Collaborate with brand and creative teams to develop high-performing conversion-oriented assets.
• Align with broader marketing initiatives while maintaining a performance-first CPL-driven mindset.

EXPERIENCE / QUALIFICATIONS

• Bachelors Degree in Marketing Business Advertising or related field.
• 36 years of hands-on performance marketing experience with a strong emphasis on lead generation campaigns.
• Proven track record of optimizing campaigns to CPL or CPA targets at scale.
• Experience working within retail ecommerce automotive marine or high-consideration purchase categories preferred.

KNOWLEDGE SKILLS & ABILITIES

• Deep understanding of performance marketing channels (paid search paid social programmatic affiliate).
• Strong knowledge of attribution models tracking infrastructure and ad tech platforms (Google Ads Meta Adobe Analytics CRM integrations etc.).
• Experience with lead funnel optimization including landing pages forms and conversion flows.
• Advanced analytical skills with the ability to translate data into clear optimization actions.
• Strong understanding of lead quality vs. volume trade-offs and downstream conversion impact.
• Ability to operate in a cross-functional matrixed organization and influence stakeholders.
• Highly organized with strong attention to detail and execution.

TRAVEL REQUIREMENTS

• N/A

PHYSICAL REQUIREMENTS

• Regularly performs computer work and sits.
• Occasionally walks and stands.
• Seldom/never lifts up to 50 lbs.

INDEPENDENT JUDGEMENT

• Operates with a high degree of autonomy in optimizing campaigns and making budget allocation decisions within established guidelines.
• Uses data and performance insights to influence strategy improve efficiency and drive measurable business outcomes.

Full Time Benefits Summary:
Enjoy discounts on retail merchandise our restaurants world-class resorts and conservation attractions!

• Medical
• Dental
• Vision
• Health Savings Account
• Flexible Spending Account
• Voluntary benefits
• 401k Retirement Savings
• Paid holidays
• Paid vacation
• Paid sick time
• Bass Pro Cares Fund
• And more!

Bass Pro Shops is an equal opportunity employer. Hiring decisions are administered without regard to race color creed religion sex pregnancy sexual orientation gender identity age national origin ancestry citizenship status disability veteran status genetic information or any other basis protected by applicable federal state or local law.

Reasonable Accommodations

Qualified individuals with known disabilities may be entitled to reasonable accommodation under the Americans with Disabilities Act and certain state or local laws.
If you need a reasonable accommodation for any part of the application process please visit your nearest location or contact us at