Digital Marketing Specialist

POSITION OVERVIEW

ABOUT THE COMPANY

At RS, we are redefining how the world builds reliable energy infrastructure. We design and manufacture advanced composite utility poles that are lighter, stronger, and longer-lasting than traditional materials such as wood, steel, and concrete. Our poles are engineered for superior performance in the most demanding environments, providing utilities with a durable, low-maintenance, and sustainable solution for a more resilient grid.

With operations in North America and customers across 30+ countries, RS is a leader in grid resilience, driven by our values of Safety, Respect, Resilience, and Teamwork.

THE OPPORTUNITY

Under the direct supervision of the Sr. Director, Marketing, the Digital Marketing Specialist role is to drive qualified B2B leads and enhance brand visibility for Resilient Structures products and services. This position achieves this by strategically executing, managing, and optimizing all digital channels-including SEO, PPC, email marketing, and technical content distribution-to effectively target and engage engineers, procurement professionals, stakeholders and key decision-makers within the utilities segment. Ultimately, this role is critical for fueling the sales pipeline and supporting the overall revenue growth of the company by translating technical expertise into measurable digital marketing results.

WHAT YOU WILL DO

Search Engine Marketing (SEM) & Optimization (SEO):

• Develop, execute, and manage paid search campaigns (PPC) on Google Ads and other relevant platforms, focusing on lead generation and ROI.
• Conduct keyword research, competitive analysis, and campaign optimization (bid management, ad copy testing, landing page quality) to maximize performance.
• Implement and monitor SEO strategies (on-page, off-page, technical) to improve organic search rankings and drive qualified traffic to the corporate website.

Content Marketing & Email Marketing:

• Collaborate with the marketing and technical teams to develop and distribute engaging, technical B2B content (e.g., white papers, webinars, application notes, blog posts) across digital channels.
• Design, segment, and execute targeted email marketing campaigns (e.g., nurture sequences, product announcements, newsletters) using our Marketing Automation Platform (Salesforce, Pardot)

Website Management & Analytics:

• Working with the Marketing Manager to manage and update website content ([e.g., product pages, blog posts, case studies]) within the CMS (WordPress).
• Utilize Google Analytics and other tools to track, analyze, and report on website traffic, user behavior, and conversion metrics.
• Identify opportunities for website optimization to improve user experience (UX) and conversion rate optimization (CRO).

Social Media & Digital Advertising:

• Manage and maintain the company's presence on professional social media platforms (LinkedIn, YouTube) to engage with industry professionals and promote content.
• Develop and manage targeted social media advertising campaigns to support product launches and lead generation initiatives.
• Coordinate and align digital marketing plan with overall marketing plan

Lead Generation & Sales Enablement:

• Ensure seamless integration between digital marketing efforts and the CRM (Salesforce) for accurate lead tracking and reporting.
• Collaborate with the Sales team to ensure lead quality and provide insights into marketing-generated leads.

Reporting & Budget Management:

• Create regular reports on key performance indicators (KPIs) across all digital channels and present actionable insights.
• Manage the digital marketing budget and optimize spending for the highest return.

WHAT YOU BRING

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• 3+ years of experience in digital marketing, preferably within a B2B, manufacturing, engineering, or industrial environment.
• Willingness to travel occasionally within the U.S. and Canada.
• Technical Proficiency:
  • Proven experience with Google Ads (Search & Display) and Google Analytics. Google Ads certification is a plus.
  • Proficiency with a CMS (e.g., WordPress) and Marketing Automation/Email Marketing software (Pardot, Canva)
  • Experience with CRM software (e.g., Salesforce)
• Strong analytical skills with the ability to interpret data, identify trends, and make data-driven decisions.
• Excellent written and verbal communication skills; ability to write clear, compelling, and technically accurate marketing copy.
• Self-starter with strong project management skills and the ability to manage multiple campaigns simultaneously.

WHAT WE OFFER

• Competitive salary and performance-based incentives.
• Comprehensive health, dental, and vision benefits.
• Retirement savings plans with company contributions.
• Employer-paid life and short-term disability insurance.
• Optional additional coverage (life, long-term disability).
• Generous paid time off and an Employee Assistance Program (EAP).
• Opportunities for growth and development within a global, forward-thinking company.

Why Join Us?

At RS, you'll play a key role in elevating our brand and helping utilities strengthen the resilience and sustainability of the power grid. You'll be part of a collaborative, mission-driven culture where creativity, innovation, and data-driven strategy come together to make a measurable impact.

If you're results-oriented, detail-focused, and passionate about digital marketing that drives growth and purpose, we'd love to hear from you.

EEO/AA Employer M/F/D/V