Digital Marketing & Communications Specialist

This position reports to the Chief Engagement Officer and is eligible to work anywhere within our council footprint in Wisconsin (Appleton, Eau Claire, Green Bay, Wausau).

Position Summary

The Marketing & Communications Specialist, in collaboration with the Chief Engagement Officer, is responsible for developing and executing marketing and communication strategies that strengthen the visibility, reputation, and impact of Girl Scouts of the Northwestern Great Lakes. This position manages the council’s digital communications, social media presence, website content, paid advertising, email marketing, and creative production, while applying the Girl Scout brand across all communication channels.

 Working collaboratively across departments, this role creates compelling content and marketing campaigns that increase awareness of the Girl Scout Movement, support membership growth and retention, engage volunteers and families, strengthen community partnerships, and promote philanthropy. The Marketing & Communications Specialist also oversees digital marketing technology, analyzes campaign performance, and provides creative guidance to support our organization’s goals and vision. 

Key Responsibilities

Brand Management & Marketing Strategy

·         Champion and protect the Girl Scout brand through consistent messaging, voice, and visual identity across all communications.

·         Develop and implement strategic marketing and communication plans that support council priorities, membership growth, retention, philanthropy, volunteer engagement, and community awareness.

·         Collaborate with departments to identify communication needs and develop integrated marketing campaigns that inspire action.

·         Identify and share compelling stories that demonstrate the impact of Girl Scouts throughout the council.

·         Serve as a marketing and communications resource by providing guidance on branding, messaging, and communication best practices.

Digital Marketing & Paid Advertising

·         Develop, manage, and optimize the council’s digital advertising strategy.

·         Manage the assigned digital advertising budget across all platforms including Google, Meta (Facebook and Instagram), YouTube, and other digital advertising channels as appropriate.

·         Create, launch, monitor, and optimize paid advertising campaigns supporting recruitment, volunteer engagement, conversions, and return on investment.

·         Track and report campaign performance using analytics and digital reporting tools, providing recommendations for continuous improvement.

Social Media & Content Creation

·         Develop and maintain an engaging social media presence across current and emerging digital platforms.

·         Create, schedule, publish, and monitor social media content that reflects the Girl Scout brand and engages target audiences.

·         Respond to audience engagement and foster positive online relationships with members, volunteers, families, donors, and community partners.

·         Create social media toolkits to be used by staff for each campaign season for recruitment, retention, the Girl Scout Cookie Program, etc.

·         Capture photography and video at council events and activities, performing basic editing for use across council platforms.

·         Stay informed of social media trends, platform updates, and emerging communication best practices.

Website & Digital Communication

·         Maintain the council website by conducting routine content audits to ensure information remains accurate, current, accessible, and aligned with organizational priorities. Monitor GSUSA website rollouts and updates to inherit and edit content as necessary.

·         Partner with departments to update website content and digital resources.

·         Manage council email communications including family newsletters, volunteer newsletters, targeted communications, Rallyhood communications, and other digital messaging.

·         Partner with the Data & Registration team to support Salesforce Marketing Cloud campaigns, lead nurturing efforts, and audience segmentation.

·         Monitor digital communication performance and recommend improvements to increase engagement.

Marketing Technology & Digital Systems

·         Manage the council’s Formstack platform by creating, maintaining, testing, and updating online forms. Support data collection, reporting, and exporting for form submissions.

·         Maintain organization and structure of the council’s shared Google Drive and communication assets in the Brand Center.

Graphic Design & Print Production

·         In collaboration with the Graphic Designer, create digital marketing material that aligns with current campaigns and Girl Scout brand standards.

·         Support production needs of council materials as necessary – printing, trimming, folding, laminating, binding, etc.

Additional duties as assigned.

 Competencies and Areas of Expertise

·         Communication – Exceptional written, verbal, and visual communications skills with strong attention to grammar, storytelling, and brand voice.

·         Strategic Marketing – Understands marketing principles, audience segmentation, campaign development, and marketing strategies that support the organization’s goals.

·         Brand Management – Maintains consistent messaging and visual identity while protecting and strengthening the Girl Scout brand.

·         Digital Marketing & Analytics – Demonstrates knowledge of paid advertising, Google Ads, Meta Ads Manager, SEO fundamentals, Google Analytics, social media analytics, and campaign optimization. Uses data to evaluate effectiveness and improve future marketing and engagement efforts.

·         Creativity & Design – Creates engaging digital communications that inspire action and engagement while following established brand standards.

·         Project Management – Successfully manages multiple projects simultaneously, balancing competing priorities while consistently meeting deadlines with quality work.

·         Collaboration – Builds positive working relationships across departments and incorporates feedback from multiple stakeholders.

·         Technical Proficiency – Demonstrates proficiency with Microsoft, Adobe Creative Suite, Canva, Google Workspace, Adobe Experience Manager, WordPress, Salesforce Marketing Cloud, Formstack, Buffer for social media scheduling, etc.

Qualifications

·         Bachelor’s degree in marketing, communications, public relations, graphic design, or a related field, or equivalent professional experience.

·         Two or more years of professional experience in marketing, communications, digital marketing, or a related field preferred.

·         Demonstrated experience managing organizational social media accounts and creating engaging digital content and experience managing paid digital advertising campaigns.

·         Experience with website content management systems and email marketing platforms. Familiarity with Salesforce Marketing Cloud or similar platforms preferred.

·         Valid driver’s license, reliable transportation, and the ability to travel throughout the council as needed.

·         The physical demands listed are representative of those required by an employee to successfully perform the essential functions of this job. While performing the duties of this position, the employee is occasionally required to sit and/or stand for prolonged periods of time. The employee is occasionally required to walk and to frequently operate office equipment manually. The employee must occasionally lift and/or move up to 25 pounds.

 Benefits

GSNWGL’s basic benefits for full-time staff include:

·         Medical, dental, and vision plans

·         Life insurance

·         Employee assistance program

·         403(b) plan

Paid time off is available for all GSNWGL staff working more than 20 hours per week, and our offices are closed on major holidays and between Christmas Eve and New Year’s Day.

Our Culture

Our employees and members make up the heart and soul of GSNWGL. We are intentional about who we hire.  As a small non-profit, we value innovation and depend on the collaboration of our council. There are numerous ways for one to grow personally and professionally within Girl Scouting.

 Girl Scouts of the Northwestern Great Lakes, Inc., is an equal opportunity employer. We encourage applications from people of any race, gender, age, or religion, members of the LGBTQ community, Black, Indigenous, people of color (BIPOC), people with disabilities, veterans, and anyone who wishes to make a positive impact on our movement.

 * Girl Scouts of the Northwestern Great Lakes, Inc. employment requires membership in the Girl Scout movement.