Digital Marketing Strategist (2342)

Job Purpose

Serve as the corporate digital marketing resource for divisions.

ESSENTIAL FUNCTIONS:

General Duties & Responsibilities

• Serve as the corporate digital marketing resource for divisions utilizing outside agencies for Google Ads, Meta advertising and related digital media.
• Evaluate agency campaign performance and identify opportunities to improve lead generation, cost efficiency, targeting and conversion.
• Review Google and Meta campaign strategy, including keywords, search terms, geographic targeting, audiences, creative, messaging, landing pages and community-level positioning.
• Partner directly with division marketers to understand community priorities, sales needs, target buyers, competitive positioning and community USPs.
• Translate those insights into actionable recommendations for agency partners.
• Analyze campaign performance using GA4, HubSpot, Google Ads, Meta and other available reporting sources, with an emphasis on performance beyond platform-reported leads.
• Identify underperforming campaigns and work with divisions and agency partners to develop optimization plans.
• Provide creative and copy recommendations based on campaign performance, buyer behavior and community positioning.
• Develop creative briefs and route requests to internal graphic designers and/or agency partners
• Identify trends and opportunities across divisions, communities, channels and campaigns.
• Partner with internal teams and agency partners to improve tracking, attribution and reporting.
• Monitor organic search performance and identify SEO opportunities.
• Participate in BrightEdge strategy and performance reviews and translate SEO insights into actionable recommendations.
• Evaluate landing pages and website content for SEO, conversion and campaign alignment.
• Help divisions understand the relationship between paid search, organic search, website behavior, HubSpot leads and sales activit
• Participate in recurring marketing calls with all 19 divisions.
• Help divisions evaluate agency recommendations.
• Identify successful strategies across markets and help scale best practices to other divisions.
• Partner with corporate marketing leadership, division marketing teams, graphic designers and agency partners to move recommendations into execution
• Manage and monitor the corporate Facebook and Instagram accounts through Sprout Social.
• Monitor public comments and private messages and respond or escalate as appropriate.
• Maintain consistent brand voice, messaging and social media best practices across corporate channels.
• Identify customer service or reputation concerns and route them to the appropriate internal or division team for follow-up.
• Support corporate organic social content, including copy recommendations, content optimization and engagement strategy.
• Monitor corporate social performance and identify opportunities to improve reach, engagement and content effectiveness.

• Develop and publish blog and digital content as needed.
• Create how-to guides, training materials and process documentation for digital marketing tools and workflows.
• Provide backup support for Yext community setup.
• Coordinate with internal teams, divisions and vendors on digital marketing initiatives.
• Support ongoing improvements to corporate digital marketing processes, reporting and technology.
• Assist with vendor/platform administration and access as needed.

Qualifications

• 5 years of digital marketing experience, preferably in a multi-location, franchise, real estate, homebuilding or similarly decentralized organization.
• Strong working knowledge of Google Ads and Meta Ads Manager.
• Strong GA4 knowledge.
• Strong understanding of HubSpot reporting, attribution, lifecycle stages and lead-source analysis.
• Understanding of SEO strategy and organic search performance.
• Ability to evaluate agency campaign performance and challenge or validate agency recommendations.
• Experience interpreting digital marketing KPIs including CPL, CPC, CTR, conversion rate, engagement, traffic quality and downstream lead performance.
• Ability to turn analytics into specific, actionable marketing recommendations.
• Strong copywriting and creative judgment.
• Ability to communicate with both marketing professionals and non-digital stakeholders.
• Experience working across multiple markets, locations or business units
• Some travel may be required