Vice President of Digital Marketing

Description

Lead the Digital Future of the Outdoor Industry

At GSM Outdoors, we are passionate about creating innovative products that enhance the outdoor experience. As the parent company of more than 50 industry-leading brands, including Stealth Cam, Walker's, Muddy, Birchwood Casey, TRUGLO, Hunter Specialties, Big Bite Baits, Cuda, and HuntStand, we are committed to delivering best-in-class products and digital experiences to hunters, anglers, shooters, and outdoor enthusiasts.

We're seeking a visionary Vice President of Digital Marketing to architect and execute the company's enterprise-wide digital growth strategy. Reporting directly to the Chief Marketing Officer, this executive leader will oversee Digital Marketing, E-commerce, Amazon Marketplace, and App Marketing while driving omnichannel growth, maximizing digital performance, and accelerating revenue across our portfolio of brands.

This is an opportunity to shape the future of digital commerce and marketing for one of the outdoor industry's largest and fastest-growing companies.

Position Summary

The Vice President of Digital Marketing is responsible for developing and executing a comprehensive digital strategy that aligns with GSM Outdoors' business objectives and growth initiatives. This executive will lead cross-functional teams responsible for performance marketing, eCommerce operations, marketplace strategy, customer acquisition, and digital product marketing while ensuring a seamless customer experience across every digital touchpoint.

Success in this role requires a strategic leader who combines data-driven decision making with a deep understanding of digital marketing, eCommerce, consumer behavior, and technology.

What You'll Do

Lead Enterprise Digital Strategy

• Develop and execute the overall digital growth strategy across a portfolio of more than 50 outdoor brands.
• Drive omnichannel revenue growth by integrating Direct-to-Consumer (DTC), marketplace, retail, and app marketing strategies.
• Establish annual business objectives, digital KPIs, and long-term strategic roadmaps aligned with corporate goals.
• Partner closely with executive leadership to identify new growth opportunities and emerging digital trends.

Lead Performance Marketing

• Develop and oversee enterprise digital marketing strategies across:
  • Paid Search
  • Paid Social
  • Search Engine Optimization (SEO)
  • Affiliate Marketing
  • Programmatic Advertising
  • Email & Lifecycle Marketing
  • Display Advertising
• Own the enterprise digital marketing budget, forecasting, and investment strategy.
• Drive continuous improvement of:
  • Return on Ad Spend (ROAS)
  • Customer Acquisition Cost (CAC)
  • Customer Lifetime Value (LTV)
  • Conversion Rate
  • Revenue Growth
• Build executive dashboards and KPI scorecards that provide actionable business insights.

Lead E-commerce & Digital Experience

• Provide strategic leadership for the web development, engineering, UX/UI, merchandising, and ecommerce teams.
• Oversee the performance and optimization of more than 50 brand websites.
• Lead initiatives focused on:
  • Conversion Rate Optimization (CRO)
  • Site performance and speed
  • Customer experience
  • User journey optimization
  • Mobile-first experiences
• Prioritize digital roadmaps for:
  • New brand launches
  • Website redesigns
  • Platform upgrades
  • Promotional campaigns
  • Site migrations

    

Lead Amazon & Marketplace Growth

• Own the strategic direction for Amazon Vendor Central, Seller Central, and other digital marketplaces.
• Drive marketplace revenue, profitability, and market share growth.
• Lead Amazon Advertising strategies including:
  • Sponsored Products
  • Sponsored Brands
  • Sponsored Display
  • Amazon DSP
• Protect pricing integrity and brand equity across marketplace channels.
• Ensure Amazon growth strategies complement—not compete with—Direct-to-Consumer and retail sales channels.

Lead App Marketing & Connected Ecosystems

• Develop customer acquisition, engagement, and retention strategies for GSM Outdoors' connected digital ecosystem, including HuntStand, DeerCast, and companion product applications.
• Build integrated marketing campaigns connecting physical products with digital experiences, including connected trail cameras, hearing protection, and smart outdoor technologies.
• Establish communication strategies utilizing:
  • In-app messaging
  • Push notifications
  • Email marketing
  • Customer lifecycle automation
• Create standardized communication processes for product updates, feature launches, maintenance notifications, and customer engagement.

Build High-Performing Teams

• Lead and develop high-performing teams across:
  • Digital Marketing
  • Ecommerce
  • Amazon Marketplace
  • App Marketing
  • Web Development
• Foster a culture of innovation, accountability, collaboration, and continuous improvement.
• Recruit, mentor, and develop future digital leaders.
• Establish clear performance metrics and professional development plans.

Drive Data & Analytics

• Utilize advanced analytics to understand customer behavior and optimize the digital customer journey.
• Build performance marketing funnels that maximize customer acquisition and retention.
• Leverage data to improve campaign performance, customer segmentation, personalization, and lifetime value.
• Present executive-level insights and recommendations to senior leadership.

Requirements

What You'll Bring

• Bachelor's degree in Marketing, Business, Digital Marketing, Communications, or a related field.
• MBA or Master's degree preferred.
• 10+ years of progressive leadership experience in Digital Marketing, Ecommerce, Performance Marketing, or Digital Commerce.
• Minimum 3 years of executive leadership experience at the Vice President or Senior Director level.
• Proven success leading enterprise digital marketing strategies for multi-brand organizations.
• Experience managing large digital marketing budgets with measurable ROI.
• Deep expertise in:
  • Performance Marketing
  • Ecommerce
  • Customer Acquisition
  • Amazon Marketplace
  • SEO/SEM
  • Conversion Rate Optimization
  • Marketing Analytics
  • Customer Journey Mapping
• Experience leading in-house web development and ecommerce teams.
• Strong understanding of omnichannel retail strategy.
• Exceptional financial, analytical, and strategic planning skills.
• Outstanding communication and executive presentation abilities.

Preferred Qualifications

• Experience within the outdoor recreation, hunting, fishing, shooting sports, sporting goods, or consumer products industries.
• Experience managing portfolios consisting of numerous consumer brands.
• Knowledge of connected-device ecosystems, mobile applications, and subscription-based digital products.
• Passion for the outdoor lifestyle and a strong understanding of the outdoor consumer.

Why GSM Outdoors?

At GSM Outdoors, you'll have the opportunity to shape the digital future of one of the most recognized portfolios of outdoor brands in North America. Your leadership will directly influence how millions of consumers discover, shop for, and engage with our products across digital channels.

You'll join a collaborative executive leadership team focused on innovation, growth, and delivering exceptional customer experiences while helping drive the next generation of outdoor technology and commerce.

If you're an innovative digital leader who thrives on building high-performing teams, leveraging data to drive growth, and transforming digital experiences, we invite you to apply.

GSM Outdoors is an Equal Opportunity Employer. We celebrate diversity and are committed to creating an inclusive workplace where every employee can grow, contribute, and succeed.