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Head of Lifecycle & Marketing Automation (Local or Remote)

Department: Marketing
Location: Missoula, MT, United States


onX is a pioneer in digital outdoor navigation, developing software that helps inform, inspire, and empower outdoor recreationists. onX Backcountry, onX Offroad, and onX Hunt make up the company’s suite of apps which are built by explorers, for explorers.  With offices in Missoula and Bozeman, Montana, we are inspired by the landscapes that surround us. We bring our outdoor passion to work every day with a singular goal–to awaken the adventurer in everyone. We do this by engineering industry-leading technology, and by crafting dynamic outdoor experiences. 

Through multiple years of growth, we haven’t lost our entrepreneurial ethos at onX. We offer a fast-paced, tech-forward environment where ownership and accountability are essential.


onX is seeking a data driven, solutions-oriented, and entrepreneurial Leader for Lifecycle Marketing & Marketing Automation. In this role, you’ll bring your passion for engaging customers and for growth-hacking together with your operational skillset and strategic leadership, to develop a holistic lifecycle marketing strategy and direct the customer journey for onX prospects and customers across onX Hunt, onX Offroad, and onX Backcountry. 

As the Head of Lifecycle & Marketing Automation at onX, you’ll lead your team to understand customer behavior and to experiment constantly with segmentation, personalization, and triggered campaigns to drive efficient conversion and increase customer lifetime value. You’ll own customer communications across multiple channels including email, in-app messages, mobile push, and SMS, and you’ll collaborate with Business Unit teams as well as Creative, Content, User Acquisition, Partnerships, Product, and Engineering teams to ensure that you reach the right audience, at the right time, with the right message. This leadership role is critical to our growth strategy and presents multiple opportunities to spearhead or support new initiatives. This position will report to the VP of Marketing & Growth. 

Missoula, MT or Bozeman, MT preferred. Remote considered for a strongly qualified candidate.


(Essential Job Duties)

  • Lead the strategic vision and implementation of customer lifecycle communications across email, in-app messages, mobile push, SMS, and future channels to increase conversion, engagement, retention, and upsell, and to maximize customer lifetime value.

  • Lead, mentor, and manage a motivated team of 5+ direct reports, organizing and coaching the team to achieve aggressive growth at scale and to effectively balance longer-term strategic projects with day-to-day execution.

  • Collaborate with leaders across the organization to understand business needs, identify and support new growth initiatives, share current testing strategies, and explore new possible optimizations and journeys. 

  • Provide regular KPI and campaign reporting tailored to multiple stakeholders. Develop new KPIs and new measurement strategies as needed to evaluate program impact.

  • Build the foundations with your team to create the most efficient, personalized, and automated customer journeys, such as through thoughtful audience segmentation and end-to-end mapping of all current post-install customer journeys.

  • Lead your team to leverage customer behavior data to understand the key patterns resulting in outcomes such as conversion, churn, and upsell, and to utilize these insights to generate and test hypotheses for new possible journeys to achieve desired outcomes.

  • Drive a culture of innovation and high-velocity, methodical experimentation, including maintaining a testing roadmap.

  • Enable scaling of campaign creation via process efficiencies, streamlining QA, and finding new opportunities for automation.

  • Oversee the monthly customer-communications calendar, partnering with Business Unit and Creative/Content teams on messaging vision and maintaining brand standards, and ensuring the right frequency of communications to different audiences. Pivot as needed to address revenue shortfalls or to seize opportunities to create value-add touchpoints.

  • Monitor email deliverability, list health, and data hygiene across multiple business units and email programs. Stay abreast of CAN-SPAM requirements and similar regulations, and ensure program compliance.


  • Nine (9) or more years experience working in Lifecycle Marketing, Marketing Automation/Operations, Demand Generation, Growth Marketing, Email Marketing, or CRM. Strong understanding of customer segmentation, automation, and email/cross-channel marketing best practices.

  • Five (5) or more years experience directly managing high-performance teams of at least 4 marketers.

  • Strong leadership skills and a proven ability to manage, mentor, and develop high-performing teams -- and the scrappiness to roll up your sleeves and build alongside your team.

  • Bias to action and results-oriented, with an exceptional track record of developing profitable conversion and retention marketing programs. Ability to translate strategy into program tactics.

  • Outstanding analytical and problem-solving skills; comfortable leveraging data to drive strategy and campaign decisions as well as to articulate program impact; expert knowledge of A/B testing strategies and a passion for continuous innovation, testing, and optimization.

  • Ability to communicate effectively across all levels, from individual contributors to executive staff. Can collaborate with teams across the organization to identify future growth strategies, to manage resources, to build consensus on critical initiatives, to inspire a customer-first approach and a data-driven testing culture, and to influence our lifecycle marketing product roadmap.

  • Self-motivated and entrepreneurial; thrives in an environment without a set playbook -- with all the opportunities and challenges that entails.

  • Highly organized and detail-oriented; strong project management to help team prioritize multiple projects across many stakeholders, and to streamline and scale repeatable processes.

  • Equal investment in getting things done and in helping your team members grow.

  • Strong understanding of email and SMS marketing regulations (e.g. CAN-SPAM).

  • Direct B2C marketing experience, with mobile app marketing experience strongly preferred.

  • Bachelor’s degree strongly desired or equivalent experience.


  • Passion for the outdoors

  • Experience working with Braze

  • Experience working with Amplitude

  • Mobile app marketing experience

  • Familiarity with SQL or similar query language

  • Strong written communication and product marketing skills, to ensure that our outbound marketing communications are fresh, digestible, impactful, and relevant for customers.

  • Experience with change management as a leader, to support our rapidly growing organization


The following physical requirements represent those that are required to successfully perform the essential functions of this position. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • Sitting - [90%]

  • Standing - [0%]

  • Walking - [10%]

  • Bending - [Occasionally]

  • Kneeling - [Some]

  • Lifting - [Up to 25 pounds]

  • Reaching - [Regularly]

  • Telephone Use - [Yes]

  • Computer Use/Manual Dexterity - Yes

  • Travel - Depends on location, otherwise not anticipated


  • Competitive salary and opportunities for growth

  • Comprehensive medical, insurance, and wellness benefits

  • Four weeks paid family leave 

  • 401k matching at 100% the first 3% you save and 50% from 3-5%

  • Company-wide outdoor adventures twice per year

  • Amazing outdoor industry discounts

  • Summer hours for salaried employees


Our principles guide the decisions making of our company.  They define the culture at onX, what we have learned through experience and are the code by which we operate. They are fundamental, enduring and actionable–a benchmark by which we measure the team behavior and performance.

We put the customer first.

We are passionate.

We win as a team.

We take ownership

We work with urgency.

We are curious and seek the truth.

We innovate & take risks.


Position open until filled

onX is an Equal Opportunity Employer

Equal Pay for Equal Work

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