Digital Marketing Specialist

Summary: 

The Digital Marketing Specialist executes and optimizes digital marketing initiatives, including website management, marketing automation, digital campaigns, audience segmentation, in-app messaging, SEO coordination, and performance tracking. Working closely with Marketing leadership, internal teams, and external partners, this role helps deliver effective digital experiences, supports campaign execution, monitors results, and leverages data to drive engagement, conversions, and continuous improvement.

Essential Responsibilities: 

• Own day-to-day website marketing activities, including content updates, promotions, product and rate changes, landing page development, calls to action, and ongoing website optimization.
• Partner with external vendors to execute digital marketing and SEO initiatives, establish priorities, and ensure efforts align with marketing strategy, website objectives, product goals, and organizational priorities.
• Monitor organic search performance, website traffic, search trends, rankings, and user behavior to identify opportunities to improve visibility, engagement, and conversions.
• Support conversion rate optimization efforts by analyzing user behavior, content, forms, calls to action, and conversion paths, and recommending improvements across websites and digital campaigns.
• Develop, test, and optimize landing pages, messaging, calls to action, and other digital experiences to increase applications, leads, account openings, and other desired member actions.
• Build, manage, and optimize email campaigns, automated workflows, lead nurturing programs, member journeys, and other communications within the marketing automation platform.
• Develop and maintain audience segments using member, prospect, behavioral, demographic, product, and campaign data to improve personalization and campaign effectiveness.
• Support the planning and execution of digital marketing campaigns across email, website, in-app messaging, digital advertising, landing pages, and other digital channels, ensuring alignment with campaign objectives and overall marketing strategy.
• Plan, coordinate, and execute in-app marketing communications, including promotional messages, targeted offers, educational content, and member engagement initiatives.
• Monitor and analyze digital marketing performance across channels, including website traffic, organic search, conversions, email engagement, audience response, and campaign results, and provide actionable recommendations for improvement.
• Conduct A/B testing of messaging, audiences, timing, calls to action, landing pages, and other campaign elements to continuously improve performance.
• Identify opportunities to enhance the use of marketing automation, CRM capabilities, personalization, and digital member journeys to support acquisition, onboarding, cross-selling, retention, and engagement goals.
• Maintain marketing automation templates, workflows, audience structures, naming conventions, documentation, and quality assurance standards.
• Collaborate with marketing leadership and team members on campaign execution, content development, creative assets, and brand consistency.
• Partner with internal departments to understand product updates, rate changes, operational needs, member feedback, and business priorities that influence digital marketing activities.
• Stay current on SEO, digital marketing trends, marketing technologies, website best practices, conversion optimization strategies, automation capabilities, and emerging opportunities to improve digital performance.
• Other job duties as assigned. 

Qualifications/ Education/ Experience:

• Experience: 3-5 years of similar or related experience, including preparatory experience. Financial services or credit union experience preferred but not required.
• Education / Certifications / Licenses: A 4-year college degree
• Interpersonal Skills: Demonstrates strong accountability, communication, and project management skills, while consistently operating with a high level of integrity, professionalism, and trustworthiness.

Other Skills: 

• Experience with digital marketing platforms and tools, including website content management systems, marketing automation, CRM platforms, digital analytics, and working with external digital marketing, SEO, or advertising vendors.
• Working knowledge of SEO, website and campaign analytics, conversion optimization, landing page best practices, audience segmentation, personalized marketing, and customer/member journeys.
• Strong analytical skills with the ability to evaluate website, audience, and campaign performance, identify trends and opportunities, and translate data into actionable recommendations.
• Strong project management, organizational, and attention-to-detail skills.
• Ability to manage multiple campaigns, deadlines, vendors, and priorities simultaneously.