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
- Bachelor’s Degree in Marketing, Business, Advertising, or related field.
- 3–6+ 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
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 hrcompliance@basspro.com.
Bass Pro Shops