Vice President of Digital Marketing

Job Description
Job Description
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.