Building partnerships that move outdoor audiences to action.
My approach to the onX role is to make partnerships easier to shape, launch, measure, and scale. That means connecting partner opportunity, outdoor culture, internal marketing teams, and acquisition goals through a system that turns strong relationships into repeatable growth.
onX earns attention because it helps people make better decisions outside. The right partnerships can extend that trust into the places outdoor audiences already gather, buy, learn, travel, and plan their next adventure.
Partnerships should be designed before they are activated.
The strongest co-marketing work starts before launch. It begins during deal formation, when audience alignment, channel value, content rights, campaign windows, and success measures are built into the partnership from the beginning.
I would enter each partner conversation with a recommendation, a baseline message, and a practical view of what great looks like. Every partnership should have a marketing thesis, a campaign path, a defined level of commitment, and a clean operating model before creative teams are asked to execute.
Four priorities would guide the work.
The role needs both strategic judgment and operational discipline. I would focus on the areas that make partnerships easier to sell, easier to execute, and easier to measure.
Build the partnership marketing playbook.
Create a clear operating guide for partnership marketing — how opportunities are evaluated, which co-marketing options are available, what strong audience fit looks like, and what each partner tier receives and commits to.
Connect partners to vertical culture.
Hunt, Offroad, Backcountry, and Fish each have their own language, seasonal moments, trust signals, partner ecosystems, and community expectations.
Turn partner moments into campaign windows.
Create a forward-looking view of launches, events, retail moments, sponsorship windows, outfitter opportunities, nonprofit campaigns, and seasonal outdoor behavior.
Make execution easier for everyone.
Better briefs, clearer creative expectations, stronger partner communication, faster feedback cycles, and fewer last-minute pivots.
Bring the POV before the request.
I would not simply pass partner requests to internal teams. I would bring audience insight, message hierarchy, rationale, deliverables, and a path to execution.
Measure the channel, not just the campaign.
Each activation should teach onX something about audience fit, channel quality, conversion behavior, retention opportunity, creative performance, and partner value.
The first 90 days: listen, structure, then scale.
I would move quickly, but not blindly. The first phase would focus on understanding the current partnership landscape, identifying quick wins, and building the operating structure needed for long-term scale.
Map the terrain.
- Audit active and upcoming partnerships.
- Understand the growth roadmap by vertical.
- Meet brand, creative, lifecycle, web, growth, and product marketing teams.
- Review partner commitments, assets, timelines, audience data, and measurement gaps.
- Identify friction points in briefing, approval, feedback, and execution.
Build the system.
- Create a partnership marketing intake and briefing structure.
- Draft the Tier 1, 2, and 3 commitment framework.
- Develop message templates by vertical and partner type.
- Build a forward-looking partnership campaign calendar.
- Define shared success metrics for co-marketing initiatives.
Activate and improve.
- Apply the framework to priority partner opportunities.
- Launch cleaner co-marketing briefs and campaign workflows.
- Route audience insights into acquisition, conversion, lifecycle, and retention tests.
- Use AI-assisted workflows to speed drafting, versioning, research, and reporting.
- Create a repeatable reporting rhythm for partner marketing performance.
What I would build.
The goal is a practical operating system for partnership marketing — one that helps onX move faster while improving quality, partner experience, and measurable impact.
Partnership Marketing Playbook
A guide to how onX evaluates, structures, activates, and measures co-marketing partnerships.
Tiered Partner Framework
A Tier 1, 2, and 3 model defining commitments, deliverables, timelines, and support levels.
Co-Marketing Brief Template
A brief structure for partner objective, audience fit, message hierarchy, channels, assets, approvals, and measurement.
Vertical Messaging Matrix
A tool for adapting partner campaigns across Hunt, Offroad, Backcountry, and Fish without losing brand consistency.
Partner Campaign Calendar
A forward-looking view of partner moments, outdoor seasons, launch windows, retail opportunities, events, and dependencies.
AI Workflow Layer
A repeatable use of AI for drafts, partner research, message variation, reporting summaries, asset checklists, and internal prep.
The opportunity is to make every partnership easier to understand, easier to activate, easier to measure, and ultimately more valuable to the outdoor communities onX serves.
