POSITION SUMMARY
The Digital Marketing Manager owns digital lead generation for White River Marine Group, with a focus on Cost Per Lead (CPL), lead quality, and how those leads convert to sales. This role is part of the Performance Marketing team and owns the strategy, budget management, and ongoing optimization of paid media programs that support boat sales across White River Marine Group brands.
This role manages paid media performance across search, social, programmatic, affiliate, and other digital channels. The person in this role should be comfortable digging into the details, but also able to step back, set priorities, work with partners, and turn performance trends into clear next steps for the business.
The role works closely with CRM, analytics, sales, brand, and agency partners to make sure lead generation programs are tracked correctly, tied back to business results, and set up in a way that can scale.
ESSENTIAL FUNCTIONS
CPL Ownership & Lead Generation Strategy
Own the CPL approach across paid media channels, including goals, priorities, measurement, and performance follow-through.
Build channel and audience strategies that increase qualified lead volume while improving lead quality, conversion rates, and cost efficiency.
Work with CRM, sales, analytics, and agency teams to understand how leads are converting and adjust media plans based on what is working.
Create and manage a practical testing plan across audiences, creative, offers, landing pages, bidding strategies, and lead forms.
Recommend budget shifts, channel mix changes, and growth opportunities based on performance trends and business priorities.
Paid Media Strategy, Execution & Agency Management
Paid Search:
Lead paid search strategy for lead acquisition, including keyword structure, bidding, campaign setup, and conversion improvement opportunities.
Guide updates to ad copy, audience signals, feeds, landing pages, and lead forms to improve CPL and lead quality.
Manage agency or platform execution, review performance, and make sure recommendations are tied to business goals and budget expectations.
Paid Social:
Lead paid social lead generation across platform lead forms, conversion campaigns, and audience testing.
Work with creative, brand, and agency teams to test messaging and creative that can drive better-quality leads.
Programmatic / Display:
Set the approach for prospecting and retargeting programs focused on efficient lead growth, audience quality, and frequency control.
Review audiences, creative, inventory, and measurement outputs to improve conversion performance.
Affiliate / Partner Marketing:
Manage partner strategies that support cost-efficient, compliant, and higher-quality lead acquisition.
Review partner performance, lead quality, compliance, and optimization opportunities.
Additional Marketing Channels:
Evaluate new digital channels based on business need, lead potential, tracking requirements, and the level of effort needed to launch.
Attribution, Tracking & Ad Tech Integration
Lead the measurement approach across attribution models, tracking methods, platform reporting, and CRM-connected reporting.
Work with analytics, engineering, CRM, and agency teams to make sure lead tracking is accurate across platforms, including pixels, server-side tracking, offline conversion imports, and CRM integrations.
Review performance based on actual CPL, lead quality, and downstream conversion instead of relying only on platform-reported results.
Help resolve tracking gaps, reporting issues, and data quality concerns across the marketing tech stack.
Data, Reporting & Optimization
Analyze and communicate campaign performance with a focus on CPL, lead quality, conversion rates, budget efficiency, and business impact.
Build reporting that connects media performance to sales outcomes and business priorities.
Recommend budget changes, pacing adjustments, channel mix updates, and scaling opportunities based on performance.
Plan, document, and share results from tests across creative, landing pages, audiences, offers, and bidding strategies.
Cross-Functional Collaboration
Work closely with CRM, sales, analytics, brand, creative, and agency partners to understand lead performance from media click through sales outcome.
Turn performance trends into clear action plans, priorities, and recommendations.
Make sure paid media work supports broader marketing priorities while staying focused on CPL and lead quality.
Manage timelines, priorities, and communication across internal teams and external partners.
EXPERIENCE / QUALIFICATIONS
Bachelor’s Degree in Marketing, Business, Advertising, or related field.
5–8+ years of performance marketing experience, including ownership of lead generation strategy, paid media optimization, and measurable results.
Experience managing paid media budgets, pacing, forecasting, agency relationships, and cross-functional projects.
Experience optimizing campaigns toward CPL, CPA, ROAS, or lead-to-sale goals.
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.
Strong analytical and presentation skills, with the ability to turn performance data into clear recommendations.
Strong understanding of lead quality vs. volume trade-offs and downstream conversion impact.
Ability to work across teams, influence partners, and keep work moving when priorities compete.
Strong project management skills, including timelines, dependencies, budgets, and multiple active workstreams.
Comfortable moving between strategy, reporting, and hands-on performance review.
TRAVEL REQUIREMENTS
PHYSICAL REQUIREMENTS
Regularly performs computer work and sits.
Occasionally walks and stands.
Seldom/never lifts up to 50 lbs.
INDEPENDENT JUDGEMENT
Works with a high level of independence when setting priorities, managing budgets, and making optimization decisions within business guidelines.
Uses data, performance trends, and business context to guide recommendations and improve results.
Identifies risks, opportunities, and process improvements, then brings forward clear recommendations to leadership and partners.
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
