Director of App Commercialization & Growth

Our Values of honesty, respect, responsibility, discipline, collaboration, open-mindedness, and resourcefulness are deeply intertwined with our culture, fostering an environment where integrity and mutual support thrive, and innovative solutions are encouraged.

Position Overview:

The Director of App Commercialization & Growth leads the commercial strategy, business operations, and growth of American Outdoor Brands' connected consumer ecosystems, focused on the mobile applications and subscription offerings while also partnering with sales leadership on best Go-To-Market approach for connected products. This leader is accountable for consumer adoption, engagement, subscription monetization, retention, and measurable business performance. Working across Product Development, Marketing, Sales, eCommerce, and Technology, the Director translates consumer insights into compelling connected experiences and scalable commercial growth. The role owns business strategy and operating outcomes.

Essential Duties and Responsibilities:

• Lead the commercial strategy for the connected consumer ecosystem, aligning apps, connected products, and subscription offerings with enterprise priorities and consumer needs.

• Own subscription business performance, including acquisition, paid conversion, pricing and packaging, recurring revenue growth, subscriber retention, churn reduction, and profitability.

• Develop data-driven consumer lifecycle programs to improve connected-product adoption, activation, meaningful app engagement, loyalty, and customer lifetime value.

• Direct the commercial operating cadence of apps and subscriptions, including business planning, performance reviews, financial accountability, process improvements, and cross-functional issue resolution.

• Partner with Product Development, Marketing, Sales, eCommerce, and Technology to shape and execute go-to-market plans for connected products, digital services, and emerging monetization opportunities.

• Lead the strategy for consumer behavioral marketing and content, using insights into consumer behavior to improve relevance, activation, engagement, and conversion across the lifecycle.

• Establish and manage commercial dashboards, performance targets, and actionable analytics; identify opportunities to increase connected consumer penetration, subscription economics, and overall ecosystem performance.

• Track and improve core KPIs: Connected Consumer Penetration (priority measure), Subscription Revenue / Annual Recurring Revenue (ARR), Paid Subscription Conversion, Consumer Engagement, Subscriber Retention, and Customer Lifetime Value.

• Provide commercial requirements, prioritization input, and consumer feedback to technical product team without assuming direct ownership of app development, technical architecture, or product delivery.

NOTE: This list presents only the principal duties of the position and is not intended to be comprehensive. The duties and responsibilities listed above may be changed or supplemented at any time in accordance with business needs and conditions.

Education and Experience:

• Bachelor's degree in business, marketing, finance, digital commerce, or a related field; equivalent relevant experience may be considered.

• Progressive experience and responsibility leading digital business strategy & growth, subscription services, connected consumer offerings, lifecycle marketing, or related commercial operations; director-level leadership experience preferred.

• Demonstrated experience managing revenue-oriented KPIs, cross-functional initiatives, consumer analytics, and business performance; experience with consumer products and app-enabled ecosystems preferred.

Competencies and Skills:

• Commercial and financial acumen, including subscription unit economics, pricing, recurring revenue, retention, and growth planning.

• Strong understanding of connected consumer journeys, behavioral marketing, content strategy, and customer lifecycle management.

• Ability to translate consumer data into strategic priorities, test-and-learn programs, and measurable improvements in adoption and engagement.

• Effective cross-functional leadership, executive communication, prioritization, and influence without direct technical ownership.

• Proficiency with KPI dashboards, performance reporting, forecasting, and data-informed decision making.

Physical Demands:

Primarily office-based duties, including prolonged periods of sitting, computer use, and participation in meetings; occasional movement and travel may be required.

NOTE: Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Work Environment and Personal Protective Equipment:

Professional office and remote collaboration environments, with periodic travel to company locations or business meetings as needed. No specialized personal protective equipment is typically required for office-based duties; site-specific requirements apply when visiting operational facilities.

American Outdoor Brands (and its affiliates) is an equal opportunity employer and considers for employment and hires qualified candidates without regard to race, religion, color, sex, sexual orientation, pregnancy, gender identity, age, national origin, ancestry, veteran status, military service, application for military service, physical or mental disability, genetic information or any other status protected by applicable state or local law. Candidates must possess proper authorization to work in the United States and, where applicable, to possess technical data as defined in the International Traffic In Arms Regulations (ITAR) 22 CFR 120. 10.