Paid Media Lead, Mapping

Our Consumer Apps division, including Trailforks, Gaia GPS, and MapMy (Run/Walk/Ride/Fitness), is hiring a Paid Media Lead to be the sole owner of paid user acquisition across the portfolio. This is a hands-on role: you’ll set the strategy and execute it daily across every major paid channel, partnering closely with our ASO Lead, Finance, Brand, Retention, and Product Growth teams to drive efficient, scalable acquisition across our app and web surfaces.

This role is ideal for a senior paid media expert who thrives in lean, high-ownership environments; someone who can strengthen our attribution and measurement foundation, run channels at the platform level, and present results to executive leadership with clarity and confidence. You’ll own paid for three iconic outdoor and fitness brands with millions of passionate users: A rare seat for someone who wants to build, not maintain.

AI fluency is core to how we work at Outside. We expect the Paid Media Lead to use AI tools daily to multiply output and elevate the quality of decisions across creative, analysis, reporting, and execution.

Reports to: Growth Director, Consumer Apps. Location: Remote (US).

• Onboard with our products, audiences, and the current state of paid media across the portfolio
• Audit all active campaigns across current platforms
• Get oriented in our analytics and measurement stack (AppsFlyer, 360ROI, Amplitude, Tableau, and BI reporting)
• Meet with the ASO Lead, Finance partner, Brand, Retention, and Product; understand handoffs and shared workflows
• Take over hands-on execution of all live paid campaigns
• Establish a baseline weekly performance report to the Growth Director

• Strengthen our attribution and measurement foundation in partnership with BI/Data
• Improve SKAN conversion value schemas and postback handling across iOS app campaigns
• Run initial incrementality and holdout tests on at least one major channel
• Build a quarterly forecast model in partnership with Finance
• Establish channel scorecards and a weekly executive readout cadence
• Begin testing refreshed audience and creative strategies in coordination with Creative, Brand, Product and the ASO Lead

• Have our measurement stack running cleanly and feeding reliable, decision-ready reporting
• Hit subscription-quality unit economics across major channels (or have a clear, evidenced path there)
• Integrate subscription cohort economics (trial conversion, retention, renewal LTV) into bidding and pacing decisions
• Run geo-experiments and lift tests as a routine part of measurement
• Establish a steady creative testing cadence with Brand and ASO partnership
• Identify clear opportunities for scaling investment behind the highest-performing channels
• Identify and expand paid investment opportunities in new channels

• Operate paid acquisition at scale across the app portfolio on both app and web surfaces
• Maintain portfolio-level investment logic (demand vs. remarketing vs. conquesting)
• Contribute full-funnel and GTM strategy to new product launches and feature releases
• Drive measurable contribution to subscription growth across Trailforks, Gaia GPS, and MapMy

• Minimum 7 years of hands-on paid media experience, with substantial time spent on mobile app user acquisition for a subscription or freemium-subscription business
• Deep working fluency in AppsFlyer and 360ROI — able to independently diagnose and resolve attribution issues
• Fluent in iOS SKAN and ATT-era measurement: conversion value mapping, postback modeling, and privacy-safe measurement strategy
• Fluent in Amplitude (or comparable product analytics) and Tableau (or comparable BI tooling)
• Expert-level spreadsheet skills (Excel or Google Sheets — modeling, forecasting, pivot/scenario analysis); SQL a plus
• Success leveraging AI tools across the paid media workflow — creative ideation and iteration, audience and performance analysis, reporting, and operational efficiency
• Hands-on execution experience across major paid channels (ASA, UAC, Meta, TikTok, PMax, YouTube, Reddit) without agency or contractor support
• Experience operating at every stage of the marketing funnel and contributing to GTM strategy for consumer apps
• Strong working knowledge of mapping, fitness, or outdoor app categories, or comparable consumer subscription products and audiences
• Proven track record presenting performance results to executive leadership with expertise and gravitas
• Comfortable working remotely with strong written communication and a proactive cadence
• Bachelor’s degree in Marketing, Business, or related field, or equivalent experience