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.

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.

• Execute and manage paid media campaigns primarily across Google Ads
  , including Search, Shopping, Performance Max, Demand Gen, and You Tube.
• 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.

• 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.

• 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.

• 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.

• 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…