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Marketing Specialist
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GENERAL DESCRIPTION:
The Digital Marketing Specialist serves as a key support role within Tire Discounters' website team, contributing to the management and optimization of TD's online properties. This role provides analytical insight, develops recommendations that influence business decisions, and executes initiatives that directly impact customer engagement, conversion, and revenue. Working closely with the Manager, Website Experience, the Specialist supports the execution of daily website operations with a focus on functionality, SEO, and user experience (UX). The role assists in evaluating website effectiveness, identifying optimization opportunities, and coordinating cross-functional digital initiatives that align with broader marketing and business objectives.
ESSENTIAL FUNCTIONS:
Website Core Functions:
- Manage day-to-day website updates, including publishing text and images, executing deal/promotional updates, fixing broken links, and managing seasonal site changes to ensure content freshness and accuracy.
- Monitor website performance indicators and escalate or recommend adjustments when issues or opportunities are identified.
SEO Optimization:
- Utilize AI tools and standard SEO best practices to optimize site content and architecture. Provide routine, proactive reporting on SEO performance to identify growth opportunities.
- Stay informed on emerging SEO trends and tools to support continuous improvement of site visibility and organic performance.
Testing & Optimization:
- Design, execute, and analyze A/B tests to optimize the website for improved conversion rates and user engagement.
- Document testing insights and share recommendations with stakeholders to guide future site enhancements.
Quality Assurance (QA):
- Participate in rigorous quality assurance processes for all website content and functionality to maintain a seamless user experience.
- Help refine QA standards and contribute to process improvements that enhance overall site reliability.
Competitive Benchmarking:
- Routinely audit competitor websites and best-in-class e-commerce platforms to benchmark performance and identify new features or strategies.
- Summarize competitive insights and share findings with the broader digital and marketing teams to support roadmap planning.
Platform E-Commerce:
- Manage cart syndication and inventory/ad integrations on external commerce platforms (e.g., Facebook Shop).
- Monitor feed health and performance metrics to ensure accurate product representation and user experience across platforms.
Collaboration:
- Work cross-functionally with designers, content developers, Subject Matter Experts (SMEs), and external agencies to align website updates with broader business goals.
- Participate in planning discussions and provide digital insights that support campaign execution and website enhancement initiatives.
- Assist in maintaining a digital performance dashboard and contribute insights that help inform ongoing website and marketing strategy.
KNOWLEDGE, SKILLS, AND ABILITIES:
- Proficiency in Content Management Systems (CMS) and a foundational understanding of website architecture and digital workflows.
- Strong understanding of SEO principles—both AI-driven and traditional—and familiarity with e-commerce and digital marketing best practices.
- Ability to analyze digital KPIs (such as conversion, engagement, and traffic quality) to draw insights, identify trends, and recommend optimization strategies.
- Ability to perform quality checks on digital content, ensuring accuracy, compliance with brand standards, and alignment across platforms.
- Aptitude for learning and using digital tools and platforms, including Microsoft Office Suite, Google Analytics, A/B testing tools, and other emerging technologies.
- Strong organizational skills and exceptional attention to detail, paired with strong critical-thinking and problem-solving skills to ensure high-quality, accurate content and reliable digital outputs. Proactive work style with the ability to manage multiple tasks, prioritize effectively, and maintain accuracy in a fast-paced environment.
- Effective written and verbal communication skills, with the ability to explain technical or analytical concepts to non-technical stakeholders.
EDUCATION AND WORK EXPERIENCE:
- Bachelor's degree in Marketing, Advertising, Digital Media, Communications, or a related field.
- Minimum of 1+ years of hands-on experience in digital, performance, or general marketing roles.
- Experience with tools such as Google Analytics or Power BI (preferred but not required).
- Exposure to A/B testing tools, CMS platforms, or similar digital optimization environments is preferred.
- Experience with product feed management, inventory integrations, or social commerce platforms is preferred.
PHYSICAL DEMANDS:
- Operates in both an office setting and within our retail operations.
- Routinely uses standard office equipment such as computers and phones.
- Walking, standing, sitting, listening, and talking on a wide variety and continual basis.
- Required to stand, walk, use hands and fingers, handle and/or feel; lift/carry up to 25 pounds, and reach with hands and arms.
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