Performance Marketing Specialist

Description

GSM Outdoors is looking for a data-driven and results-oriented Performance Marketing Specialist to join our Marketing & E-Commerce team. This role will work closely with internal teams and external partners to develop and execute best-practice paid media and performance marketing strategies that drive direct-to-consumer traffic, brand awareness, customer engagement, and revenue across a portfolio of GSM brands and websites.

The ideal candidate is highly analytical, hands-on with paid media platforms, and comfortable managing campaigns in a fast-paced, multi-brand e-commerce environment. This role will have a strong focus on Google Ads and Microsoft Ads while partnering cross-functionally to optimize the customer journey and maximize marketing performance.

Position Summary

The Performance Marketing Specialist is responsible for executing, optimizing, and analyzing paid media campaigns across Google Ads and Microsoft Ads, with additional support for Meta campaigns as needed. This position will manage campaign performance, budgets, targeting, product feeds, keyword strategies, conversion tracking, reporting, and ongoing optimization to maximize return on ad spend and support revenue growth.

The successful candidate will combine strong technical platform knowledge with analytical thinking and a deep understanding of performance marketing KPIs, using data to identify opportunities and make actionable recommendations.

What You'll Do

Paid Media & Campaign Management

• Execute and manage paid media campaigns primarily across Google Ads, including Search, Shopping, Performance Max, Demand Gen, and YouTube.
• Manage Microsoft Ads campaigns, including Search and Shopping.
• Optimize campaigns on a daily and weekly basis to maximize ROAS through bid strategy management, budget allocation, targeting refinement, and creative testing.
• Ensure campaigns align with brand objectives, promotional calendars, seasonal priorities, and overall marketing strategies.
• Monitor campaign delivery, pacing, budgets, and performance against established goals.
• Proactively identify and resolve campaign performance issues.
• Support or collaborate on Meta (Facebook/Instagram) campaigns as needed, including audience strategy and cross-channel testing.

Search & Product Feed Strategy

• Own keyword and search query strategies across Google Ads and Microsoft Ads.
• Conduct keyword research, campaign buildout, match-type management, negative keyword development, and ongoing search term optimization.
• Manage and optimize Google Merchant Center and Microsoft Merchant Center product feeds in partnership with E-Commerce and Creative teams.
• Ensure accurate product data, promotions, pricing, and channel setup for Shopping and Performance Max campaigns.
• Collaborate with internal teams to resolve product feed issues and improve feed performance.
• Develop high-level paid search strategies across brands and product categories.

Creative & Conversion Optimization

• Lead the development of paid search ad copy, extensions/assets, creative concepts, and landing page recommendations.
• Partner with Creative, Merchandising, Web, and E-Commerce teams to ensure campaigns and site experiences are aligned.
• Recommend website and funnel enhancements designed to improve conversion rates and product sell-through.
• Use performance data to identify opportunities to improve the customer journey and overall campaign effectiveness.

Analytics, Measurement & Reporting

• Ensure accurate conversion tracking and performance measurement across marketing platforms.
• Collaborate on GA4, Google Tag Manager, Microsoft UET, enhanced conversions, and attribution best practices.
• Monitor and analyze campaign performance, trends, competitor activity, category dynamics, and seasonality.
• Build and maintain weekly and monthly performance reports using GA4, Google Ads, Microsoft Ads, Looker Studio, and internal dashboards.
• Translate performance data into clear insights, recommendations, and next steps.
• Identify trends and opportunities that can improve marketing efficiency, revenue, and return on investment.

Cross-Functional Collaboration

• Partner with Creative, Merchandising, Web, Email, Planning, E-Commerce, and other Paid Media teams to coordinate campaigns and promotions.
• Collaborate with internal and external stakeholders to ensure campaigns are launched accurately and on schedule.
• Share performance insights and cross-channel learnings with broader Marketing and E-Commerce teams.
• Support special projects and other performance marketing initiatives as needed.

Requirements

What You'll Bring

Education & Experience

• Bachelor's degree in Business, Marketing, Commerce, or a related field or at least 2 years of relevant performance marketing experience.
• 2+ years of hands-on experience managing Google Ads for e-commerce brands.
• 2+ years of experience working in a fast-paced e-commerce environment.
• Hands-on experience managing Microsoft Ads, including campaign setup, optimization, bidding, and budget management.
• Experience with Google Shopping and Performance Max campaigns.
• Experience with Google Merchant Center and product feed optimization.
• Experience with Microsoft Merchant Center preferred.
• Meta Ads Manager experience is a plus.
• Experience working with multi-brand or seasonal e-commerce businesses preferred.

Technical Skills

• Strong understanding of performance marketing KPIs, including:
  • ROAS
  • CPA
  • CVR
  • AOV
  • LTV
  • Incrementality
  • Margin
• Proficiency with Google Ads and Microsoft Ads.
• Proficiency with GA4 and digital marketing reporting.
• Working knowledge of Google Tag Manager, including conversion setup and troubleshooting.
• Familiarity with Microsoft UET, conversion goals, and tracking troubleshooting.
• Experience with Google Merchant Center and Microsoft Merchant Center.
• Experience with product feed optimization, feed rules, and supplemental feeds preferred.
• Experience with Looker Studio or comparable reporting/visualization tools preferred.
• Proficiency with Microsoft Office 365, particularly Excel, and Google Sheets.

Key Competencies

• Analytical: Able to interpret performance data and turn insights into actionable recommendations.
• Results-Oriented: Focused on achieving measurable improvements in traffic, conversions, revenue, and ROAS.
• Detail-Oriented: Maintains accuracy across campaign setup, budgets, targeting, tracking, and reporting.
• Strategic Thinker: Understands how paid media fits into broader marketing and e-commerce strategies.
• Problem Solver: Proactively identifies performance issues and develops solutions.
• Organized: Able to manage multiple brands, campaigns, priorities, and deadlines simultaneously.
• Collaborative: Works effectively with Creative, E-Commerce, Merchandising, Web, Email, and other cross-functional teams.
• Adaptable: Comfortable working in a fast-paced environment with multiple brands and seasonal fluctuations.
• Communicator: Able to clearly communicate performance, insights, and recommendations to both technical and non-technical stakeholders.

Preferred Experience

• Experience in the hunting, fishing, shooting, sporting goods, or outdoor industry.
• Experience managing paid media for multiple brands or e-commerce websites.
• Experience working with seasonal product categories.
• Experience with advanced product feed management and optimization.
• Experience supporting integrated, multi-channel marketing strategies.

Why GSM Outdoors?

At GSM Outdoors, we're passionate about the outdoors and the products that help people enjoy it. Our portfolio includes some of the industry's most trusted hunting, shooting, fishing, and outdoor brands. Joining GSM means becoming part of a team that supports products and brands used by outdoor enthusiasts across the country and around the world.

Equal Employment Opportunity

GSM Outdoors is an equal opportunity employer. We are committed to providing equal employment opportunities to all qualified applicants and employees without regard to race, color, religion, sex, national origin, age, disability, veteran status, or any other legally protected status.

This job description is intended to describe the general nature and level of work being performed. It is not intended to be an exhaustive list of all responsibilities, duties, qualifications, or requirements associated with the position. Responsibilities may be modified as business needs change.