Performance Marketing Specialist - Google Ads at Good Sportsman Marketing LLC – Irving, Texas

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

**Position is on-site in Irving, TX**

Job Purpose: As part of GSM's Marketing and E-commerce team, the Performance Marketing Specialist will work closely with other marketing team members and various internal and external stakeholders to develop and implement best-practice marketing, merchandising strategies and paid media tactics to drive direct to consumer traffic, awareness, and increase revenue for a set of GSM brands and websites. The primary focus of this role will be in paid social media.

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

Summary of Essential Job Duties:

• Execute and manage paid media campaigns primarily in Google Ads (Search, Shopping, Performance Max, Demand Gen, YouTube), ensuring campaigns align with brand goals and seasonal priorities.
• 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.
• Own keyword and query strategy including research, buildout, match-type management, negative keyword development, and ongoing search term optimization.
• Manage and optimize Google Merchant Center product feeds in partnership with e-commerce/creative teams; ensure accurate product data, promotions, and correct channel setup for Shopping/PMax success.
• Develop high-level paid search strategy across brands/categories and integrate Google Ads into multi-channel marketing plans.
• Lead the creation and testing of ad copy, extensions/assets, creative concepts, and landing page recommendations that resonate with outdoor enthusiasts and drive conversion.
• 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.
• Build regular reporting and insights (weekly/monthly) using GA4, Google Ads, Looker Studio, and internal dashboards; clearly communicate results and next actions.
• Collaborate with internal teams including creative, merchandising, web, email, planning, and other paid channels to align campaigns, promotions, and site experience.
• Suggest website and funnel enhancements to increase conversion rate and product sell-through based on performance marketing data.
• Support or collaborate on Meta (Facebook/Instagram) campaigns as needed, including audience strategy and cross-channel learnings.
• Ensure campaign delivery, pacing, and goals are consistently met; proactively identify and resolve performance issues.

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 Google Ads for e-commerce brands (Search, Shopping, Performance Max; YouTube a plus).
• Strong understanding of performance marketing KPIs: ROAS, CPA, CAC, CVR, AOV, LTV, incrementality, and margin awareness.
• Experience with Google Merchant Center and product feed optimization; familiarity with feed tools (e.g., Shopping/Merchant Center rules, supplemental feeds) preferred.
• Meta Ads Manager experience is a plus (comfort reading performance, supporting tests, or running campaigns).
• Google Ads Certification(s) preferred (Search/Shopping/Measurement).
• Analytics & Measurement
• Proficient in GA4, Google Ads reporting, and Google Tag Manager fundamentals (conversion setup, troubleshooting, enhanced conversions).
• Strong data analysis skills with ability to turn insights into action.
• Reporting/dashboard experience in Looker Studio (or equivalent).
• Solid copywriting and ad-creative development skills with a testing mindset.
• Ability to identify landing page improvement opportunities and collaborate with web/creative teams to execute.
• Confident in A/B testing and experiment design within Google Ads and landing pages.
• Strong organization, prioritization, and project management skills; able to multitask and meet deadlines while maintaining attention to detail.
• Ability to work in a fast-paced e-commerce environment with multiple brands and seasonal spikes.
• 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.