Digital Marketing Specialist

Company Overview
We are looking for a driven, detail-oriented Digital Marketing Specialist to own and execute our online advertising, analytics, and lead-generation efforts across all digital channels.
Position Summary
The Digital Marketing Specialist will plan, execute, and optimize paid advertising campaigns across social media platforms and Google. This role is responsible for the full lifecycle of digital marketing—from audience targeting and ad creation through funnel management, A/B testing, analytics, and performance reporting. The ideal candidate also brings a forward-thinking understanding of SEO and Generative Engine Optimization (GEO), including emerging practices for ensuring visibility in AI-generated search results.
Essential Duties & Responsibilities
Paid Advertising & Social Media

• Create, launch, and manage paid ad campaigns on Facebook, Instagram, LinkedIn, and other relevant social media platforms.
• Set up and manage Google Ads campaigns (Search, Display, YouTube, Performance Max).
• Conceptualize ad campaigns and direct creative briefs (copy, messaging, visual direction) for the in-house graphics team; knowledge of HTML for custom ad units is a plus.
• Target audiences by demographics, geographic location, interests, behaviors, and custom/lookalike audiences.
• Monitor daily budgets, bids, and pacing to maximize ROI.

Tracking, Analytics & Reporting

• Implement and maintain tracking via Google Tag Manager (GTM) and Google Analytics 4 (GA4).
• Configure conversion events, custom dimensions, and audience segments in GA4.
• Build and maintain dashboards and recurring reports on campaign performance, funnel metrics, and ROI.
• Translate data into actionable insights and present findings to leadership.

Marketing Funnels & A/B Testing

• Design, build, and oversee marketing funnels from top-of-funnel awareness through lead capture and conversion.
• Plan and execute A/B and multivariate tests on ad creatives, landing pages, CTAs, and email sequences.
• Document test hypotheses, results, and learnings; iterate based on data.

SEO & Generative Engine Optimization (GEO)

• Apply on-page and technical SEO best practices to improve organic search visibility.
• Understand and stay current with Generative Engine Optimization (GEO)—the practice of optimizing content so that AI-powered search engines and large language models (LLMs) surface and reference your site in their answers.
• Implement and maintain emerging GEO assets such as llms.txt files, structured data markup, and AI-friendly content architecture.
• Monitor whether AI platforms (e.g., ChatGPT, Google AI Overviews, Perplexity) are citing, summarizing, or surfacing company content, and adjust strategy accordingly.
• Show initiative in researching, testing, and adopting GEO best practices as this discipline continues to evolve.

What Success Looks Like
First 30 Days: Learn the business, products, and target audiences. Get fully onboarded with GTM/GA4 configurations. Research competitors’ digital presence and develop an initial campaign strategy and funnel roadmap from the ground up.
First 90 Days: Launch first paid campaigns with clear A/B testing plans. Stand up initial marketing funnels. Deliver first comprehensive performance report. Begin GEO assessment and initial optimizations.
First 6 Months: Demonstrate measurable improvement in campaign ROI, funnel conversion rates, and organic/AI search visibility. Establish repeatable reporting cadence and testing framework.

Requirements:

• 2+ years of hands-on experience managing paid digital advertising campaigns (social media and Google Ads).
• Proficiency with Google Tag Manager (GTM) and Google Analytics 4 (GA4) for tracking and measurement.
• Demonstrated experience setting up, managing, and reporting on marketing funnels.
• Strong A/B testing skills with a data-driven approach to optimization.
• Expertise in audience targeting: demographics, geographic/location-based targeting, behavioral segmentation, and retargeting.
• Solid understanding of SEO fundamentals (on-page, technical, and content SEO).
• Working knowledge of Generative Engine Optimization (GEO) concepts, including awareness of llms.txt files and how to assess AI visibility.
• Excellent analytical and communication skills; ability to translate metrics into business recommendations.
• Self-starter who takes initiative, especially in learning emerging digital marketing practices.

Nice to Have (Not Required — These Can Be Learned)

• Experience in the financial services or securities industry (understanding of compliance considerations for advertising).
• HTML/CSS knowledge for creating or modifying ad landing pages and email templates.
• Familiarity with design tools (Canva, Adobe Creative Suite, Figma) sufficient to create wireframes, mockups, or briefs for the graphics team.
• Familiarity with ActiveCampaign or similar marketing automation platforms.
• Google Ads and/or Google Analytics certifications.

Benefits:

• Health Care Plan (Medical, Dental & Vision)
• Retirement Plan (401k, IRA)
• Paid Time Off (Vacation, Sick & Holidays)