Job Description

Position Summary  

The Senior Digital Marketing Specialist is responsible for developing, executing, optimizing, and measuring integrated digital marketing programs that drive brand awareness, customer acquisition, lead generation, and business growth. This role combines strategic thinking with hands-on execution across paid, owned, and earned digital channels.  

The ideal candidate brings deep expertise in digital marketing, analytics, campaign management, and performance optimization, while effectively collaborating with internal stakeholders, agency partners, and vendors to deliver measurable business outcomes.  

Key Responsibilities  

Digital Strategy & Campaign Management  

• Develop and execute integrated digital marketing campaigns aligned with business objectives and customer acquisition goals.  
• Create channel strategies and activation plans across paid search, paid social, display, video, email, SEO, and other emerging digital channels.  
• Translate business goals into actionable marketing plans, budgets, KPIs, and measurement frameworks.  
• Collaborate with cross-functional teams to ensure campaigns support enterprise priorities and customer experience goals.  

Performance Marketing & Optimization  

• Manage campaign performance across digital channels to maximize engagement, leads, conversions, and return on investment.  
• Continuously monitor campaign results and recommend optimizations based on data and insights.  
• Conduct audience segmentation, testing, and personalization strategies to improve campaign effectiveness.  
• Lead A/B and multivariate testing initiatives across creative, messaging, targeting, and landing page experiences.  

Analytics & Measurement  

• Establish campaign measurement plans and success metrics.  
• Analyze performance data and provide actionable recommendations to improve business outcomes.  
• Develop regular performance reporting and executive-level summaries.  
• Partner with analytics teams and vendors to evaluate attribution, incrementality, and customer journey performance.  
• Monitor industry trends, benchmarks, and emerging measurement approaches.  

Agency & Vendor Management  

• Manage relationships with external agencies, media partners, and technology vendors.  
• Provide strategic direction and oversee campaign execution to ensure quality, efficiency, and performance.  
• Evaluate agency recommendations and challenge assumptions using data-driven insights.  
• Ensure projects are delivered on time, within budget, and aligned with organizational priorities.  

Content & Customer Experience  

• Partner with creative, communications, and product teams to develop compelling digital content and customer experiences.  
• Ensure messaging consistency across channels and customer touchpoints.  
• Support website, landing page, and conversion optimization efforts.  
• Identify opportunities to improve digital engagement throughout the customer lifecycle.  

Budget & Project Management  

• Manage digital marketing budgets and track performance against investment goals.  
• Prioritize initiatives based on business impact, customer needs, and organizational objectives.  
• Maintain project timelines and coordinate activities across multiple stakeholders.  

Qualifications  

Required  

• Bachelor's degree in Marketing, Business, Communications, or related field, or equivalent experience.  
• 5-8+ years of experience in digital marketing, performance marketing, media, or customer acquisition.  
• Demonstrated experience managing integrated digital campaigns and optimizing marketing performance.  
• Strong understanding of paid media, search, social, email marketing, SEO, web analytics, and customer journey management.  
• Experience working with marketing analytics and reporting platforms.  
• Strong analytical, problem-solving, and project management skills.  
• Excellent communication and stakeholder management capabilities.  
• Experience managing agency and vendor relationships.  

Preferred  

• Experience in financial services, insurance, or highly regulated industries.  
• Experience with marketing automation and CRM platforms.  
• Knowledge of attribution modeling, media measurement, and conversion optimization.  
• Experience presenting recommendations and performance insights to senior leaders.  
• Familiarity with customer segmentation and audience development strategies.  

Knowledge, Skills & Abilities  

• Strategic thinker with a strong business and customer focus.  
• Ability to translate data into actionable insights and recommendations.  
• Strong understanding of marketing measurement, KPIs, and optimization techniques.  
• Excellent collaboration and relationship-building skills.  
• Strong organizational skills with the ability to manage multiple priorities.  
• Ability to influence decisions through data, insights, and clear communication.  
• Curious, innovative, and continuously learning about emerging digital trends and technologies.  

Success Measures  

• Achievement of acquisition, conversion, and engagement objectives.  
• Improvement in campaign efficiency and marketing ROI.  
• Effective budget management and resource allocation.  
• Quality and timeliness of campaign execution.  
• Strength of agency and stakeholder partnerships.  
• Delivery of actionable insights that support business growth and informed decision-making.  

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