DIGITAL MARKETING SPECIALIST

SUMMARY

Digital Marketing Specialist will support, execute, and drive the digital marketing and content strategy for MMUSA to generate demand across four business units (L&A, MTD, CFA & Textile). This includes, but is not limited to, strategy, digital marketing calendar alignment with business plans, product campaigns, content publishing, SEM, lead/demand gen, online content, conversion, social media, and PPC. Oversee the executions on all digital platforms, including web, social, 3rd party paid, and email, and report on campaign effectiveness.

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.

• Develop the strategy and manage all digital quality demand through campaigns, brand awareness/enhancement, thought leadership, and digital content merchandising of our products and services to customers and dealers.
• Develop and execute integrated digital communications with comprehensive inbound, outbound, and content marketing for existing and new product launches.
• Increase brand reach, awareness, and messaging across all digital and social media channels. Work closely with agencies, internal teams, and user experience (UX) members to test multi-variant combinations of messages and video usage.
• Manage all website updates and maintenance, create landing pages and CTA forms with agency and vendors to improve optimization and conversion rates.
• Develop strategy and execution for PPC, organic search, display, and retargeting campaigns using A/B testing to improve results, generate more leads, and optimize media spending.
• Identify and implement SEO/keyword techniques; research and recommend new keywords and negative keywords. Offer insights on how to best incorporate keywords into landing pages and web copy, ensuring high-quality scoring and CTR.
• Support all B2B lead generation initiatives, including nurture workflows and publishing campaign content. Closely monitor conversions and continually evaluate and adjust campaigns to maximize ROI (Pipeline and Revenue).
• Perform market segmentation and conduct competitive audits to identify and quantify new market segments and customer targets. Research competitors, pricing comparisons, website comparisons, industry positioning, and messaging.
• Strong focus on customer & prospect segmentation, developing journey mapping, messaging testing, and 1:1 digital communication across all devices.
• Work closely with CRM and sales teams to align creative and content automation to promote cross-sell initiatives across website and digital media platforms.
• Work with agency and MMUSA analytics to track, monitor, and publish reporting to show campaign performance and determine which strategies are driving the most engagement/revenue/cost savings across the partners/tactics/strategies. Create corrective actions and mitigate risks.
• Work closely with in-house and contract content creators to concept, strategize, plan, launch, and track campaign elements.
• Support business units and the marketing team in developing and executing trade show strategy and preparation, as well as on-site trade show and event management. Expect 2-4 large trade shows a year, with the possibility of supporting 3-5 smaller shows, events, or conferences.
• Partner with management to develop digital marketing budgets.

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.

EDUCATION and/or EXPERIENCE

Bachelor’s degree in marketing, Digital Marketing, or Communications; 3+ years of digital marketing-related experience and/or training; or equivalent combination of education and experience. Experience as an inbound and/or outbound marketer, in both planning and executing programs, is required. Prior experience managing and working with marketing agencies is preferred.

LANGUAGE SKILLS

Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations. Ability to write digital reports, digital media plans and effectively present information. Respond to questions from groups of managers, sales, customers, and social inquiries.

ANALYTICAL SKILLS

Seeking an individual who embodies the passion for ongoing learning. Open to candidates who may need to gain new skills for this role. The candidate should be familiar with HubSpot and Google. Pardot and Salesforce admin is a must.

REASONING ABILITY

Ability to solve practical problems and deal with a variety of concrete variables in situations where only limited standardization exists. Ability to interpret a variety of instructions furnished in written, oral, diagram, or schedule form.

OTHER SKILLS AND ABILITIES

• Experience in sales/marketing to the industry, warehouse, and automation equipment and services is a plus.
• B2B lead generation experience, writing skills, and automation chops with HubSpot and/or Pardot are a plus.
• Marketing Agency experience is a plus.
• Ability to have positive energy in a dynamic environment.
• Leadership experience managing and driving projects.
• Experience with Microsoft Office: Word, Excel, and PowerPoint.
• Knowledge of digital marketing strategies and initiatives.
• Graphic design abilities are a plus but not required.
• Experience using desktop publishing applications such as Adobe InDesign, Illustrator, and Photoshop to create digital ads, brochures, flyers, banners, etc. is a plus but not required.
• Excellent writing and organizational skills.
• Stay current with related digital and social trends, developments, and best practices.

PHYSICAL DEMANDS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel objects, tools, or controls; and talk or hear. The employee frequently is required to reach with hands and arms. The employee is occasionally required to stand; walk; and stoop, kneel, or crouch. The employee must frequently lift and/or move up to 10 pounds and occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision, color vision, peripheral vision, depth perception, and the ability to adjust focus.

WORK ENVIRONMENT

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate, allowing for normal conversation and concentration without being disruptive.

Equal Opportunity Employer, including Veterans and Individuals with Disabilities