Performance Marketing Specialist - Social Media

Description:

At GSM Outdoors, we live and breathe the outdoor lifestyle. As a leader in hunting, shooting, fishing, and adventure gear, we’re home to some of the most trusted brands in the industry — including Stealth Cam, Walker’s, Muddy, Hawk, Boss Buck, Bill Lewis, Big Bite Baits, Cuda, and many more! We design, develop, and deliver products that enhance outdoor experiences — whether that’s capturing wildlife moments, ensuring safety and communication in the field, or elevating the hunt. Our culture blends innovation with passion, and we’re looking for people who share that drive.

Come be a part of a team where We Are In It To Win It. A team that fosters and encourages creativity, resourcefulness, promoting from within, and a work-life balance. #IITFWI

Job Purpose: As part of GSM's Marketing and E-Commerce team, the Performance Marketing Specialist will be responsible for driving measurable e-commerce growth through paid digital advertising across GSM’s outdoor brands. This role owns performance across key paid channels, applying analytical rigor and creative strategy to reach outdoor consumers, support seasonal demand, and maximize return on advertising spend.

Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Summary of Essential Job Duties:

• Plan, execute, and optimize paid media campaigns in Meta Ads (Facebook & Instagram), and TikTok ads.
• Optimize accounts daily/weekly to maximize ROAS, improve CPA/CAC, and grow Customer Lifetime Value (CLV) through bid strategy management, budget allocation, targeting refinement, and creative testing.
• Develop and manage full-funnel audience strategies, including prospecting, retargeting, lookalike audiences, and first-party data segments.
• Manage budgets, bids, and pacing across platforms to ensure efficient spend and achievement of ROAS goals.
• Create, test, and iterate paid social ad creative (video and static) that aligns with platform best practices, audience insights, and performance goals.
• Ensure conversion tracking accuracy and performance measurement through collaboration on GA4, Google Tag Manager, enhanced conversions, and attribution best practices.
• Analyze performance trends, competitor activity, and category/seasonality patterns to inform strategy and forecast opportunities.
• Suggest website and funnel enhancements to increase conversion rate and product sell-through based on performance marketing data.
• Ensure campaign delivery, pacing, and goals are consistently met; proactively identify and resolve performance issues.
• Analyze campaign performance, identify trends and opportunities, and proactively adjust strategy based on data and seasonality.

Requirements:

Skills/Qualifications: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• 2+ years hands-on experience managing Meta Ads for e-commerce brands.
• Strong understanding of performance marketing KPIs: ROAS, CPA, CAC, CVR, AOV, LTV, incrementality, and margin awareness.
• Proven experience creating and optimizing paid social ad creative.
• Solid copywriting and ad-creative development skills with a testing mindset.
• Ability to work in a fast-paced e-commerce environment with multiple brands and seasonal spikes.
• Strong data analysis skills with ability to turn insights into action.
• Confident in A/B testing and experiment design.
• TikTok and Meta Shop Experience a plus
• Strong organization, prioritization, and project management skills; able to multitask and meet deadlines while maintaining attention to detail.
• Proficient with Microsoft Office 365 (especially Excel) and related tools.
• Knowledge of or previous experience in the Hunting, Fishing, and Outdoors industry is an asset.

Required Education and Experience:

• Bachelor’s degree in Business, Marketing, Commerce, or related field or at least 2 years of relevant experience.