Integrated Brand Campaign Lead

About the role

onX is seeking an Integrated Brand Campaign Lead to oversee the strategy, development, and execution of high-impact, integrated brand marketing efforts that build awareness, consideration, and long-term brand equity among objective-oriented outdoor enthusiasts.

Responsibilities

• Own year-long integrated brand campaign strategy, narrative expression, and execution that ladders into the one-year integrated brand plan delivered by the Brand Director, determining how enduring brand meaning shows up across all cross-vertical marketing efforts.
• Translate approved brand priorities into cohesive campaign strategies, briefs, channel plans, and go-to-market execution across paid, owned, and earned touchpoints.
• Build and manage campaign workbacks, briefs, decision milestones, launch plans, and post-launch learning loops that keep complex work moving with clarity and accountability.
• Ensure campaign work is integrated and sequenced across parent brand and vertical marketing priorities so onX shows up with focus and consistency rather than fragmentation.
• Operate as a player-coach across the broader portfolio — equally comfortable building the strategy, writing the brief, managing the workback, leading the meeting, and pushing the final decision across the line — while continuing to execute selected high-priority initiatives directly.
• Help shape how onX approaches integrated brand campaign development as a discipline, establishing practical planning principles, briefing standards, trade-off criteria, decision frameworks, and operating rhythms.
• Serve as the senior brand campaign lead across cross-functional partners — Creative, Vertical Marketing, Business Intelligence, Channel, Public Relations and Communications, Product Marketing, and Operations — aligning stakeholders around priorities, timelines, trade-offs, and success measures, and thriving in a matrixed environment by building alignment across teams with different incentives, perspectives, and timelines.
• Identify where parent-brand campaigns should extend into vertical businesses, and where they should not, connecting parent-brand storytelling to distinct vertical audiences without flattening relevance.
• Operate with a first-team mindset, balancing parent-brand goals, vertical business needs, and enterprise trade-offs rather than optimizing only for your own lane.
• Surface strategic trade-offs early, frame recommendations clearly, and help teams make timely decisions in ambiguous or fast-moving situations — knowing when to slow down for strategic clarity and when to push forward with the best available information.

Brand Stewardship and Strategic Support

• Partner with the Brand Director to steward the onX brand across integrated campaigns, ensuring strong and consistent application of the onX brand guidelines across messaging, creative, and customer touchpoints.
• Contribute to the annual brand content calendar in close collaboration with the Brand Director and vertical marketing leaders.
• Ensure Access and Stewardship narratives are integrated into parent-brand storytelling in ways that strengthen brand trust, credibility, and relevance while staying aligned to program intent.
• Identify the enterprise-relevant brand and business problems integrated campaigns can help solve, and translate approved direction into focused campaign priorities and cross-portfolio trade-offs.

Measurement, Optimization, and Business Impact

• Own campaign-level measurement strategy in partnership with Data Analytics, Channel, and Marketing Measurement partners, ensuring major brand campaigns have clear KPIs, reporting cadences, and learning plans.
• Use data, customer insight, and performance signals to refine creative direction, channel mix, sequencing, and investment recommendations across campaigns.
• Ensure campaign planning and evaluation clarify business relevance, not just marketing activity, including awareness growth, engagement quality, and demand capture support.
• Turn campaign results, customer insight, and market context into clear readouts and executive-ready recommendations that improve in-flight optimization, future investment decisions, and prioritization.

Budget and Partner Leadership

• Manage integrated campaign budgets across channels and initiatives, and lead agency and external partner relationships tied to integrated campaign development and execution.
• Track budget decisions against campaign priorities, expected impact, and execution feasibility.
• Make strategic investment recommendations across the integrated campaign portfolio, helping clarify where the function should place bets, scale efforts, adjust plans, or deprioritize work.

People Leadership and Capability Building

• Directly manage and develop one Brand Manager, providing clear direction, coaching, feedback, and accountability.
• Delegate effectively while maintaining ownership of portfolio-level strategy, prioritization, integration, and results.
• Set clear expectations for quality, pace, ownership, and decision-making, and act as a multiplier across the Brand and Marketing organization by mentoring others and raising the bar on integrated campaign thinking — leading with maturity, accountability, and low ego to build trust across peers, direct reports, and senior stakeholders.