Digital Marketing Specialist

Position Summary: The Digital Marketing Specialist is responsible for executing and optimizing digital campaigns with a strong emphasis on CMS and CRM management, email marketing, and paid search. This role combines technical expertise, creativity, and data-driven tactics to enhance customer engagement, drive conversions, and support broader marketing objectives. The ideal candidate is both strategic and hands-on, passionate about delivering impactful digital experiences across the customer lifecycle.

Key Responsibilities: To perform this job, an individual must perform each essential function satisfactorily with or without reasonable accommodation.

• Develop and manage targeted email campaigns and audience segmentation to support acquisition, engagement, and retention.
• Create and update website content via CMS, ensuring brand consistency and optimal user experience.
• Maintain and optimize CRM systems for accurate segmentation, automation, and performance reporting.
• Assist in planning, executing, and analyzing digital advertising campaigns (SEM and other placements); monitor KPIs and ROI.
• Write compelling copy for emails, landing pages, and digital ads aligned with brand voice and campaign goals.
• Manage online business listings, respond to reviews, and ensure accurate information across platforms.
• Support the development and optimization of marketing automation initiatives for digital onboarding and SMS communications in alignment with customer experience and engagement goals.
• Monitor campaign performance and budgets; deliver actionable insights and maintain performance dashboards.
• Support conversion tracking setup in Google Analytics and Google Tag Manager.
• Conduct A/B testing to refine messaging, design, and delivery strategies.
• Collaborate with cross-functional teams to ensure consistent messaging and seamless digital experiences.
• Ensure compliance with email marketing regulations and industry best practices.
• Contribute to broader digital initiatives including paid media, SEO, and social media as needed.

Knowledge, Skills, and Abilities

• Proficiency in email marketing platforms, CMS and CRM tools.
• Strong experience with Google Ads and paid search campaign management.
• Proficiency with Google Tag Manager and Google Analytics for tracking and reporting.
• Excellent copywriting and editing skills with a focus on clarity, tone, and conversion.
• Analytical mindset with the ability to interpret data and optimize performance.
• Understanding of customer lifecycle marketing and segmentation strategies.
• Basic HTML/CSS knowledge for email formatting and troubleshooting.
• Self-starter with strong project management skills and the ability to meet deadlines in a fast-paced environment.
• Effective communicator and collaborator across teams.

Experience

• Bachelor's degree in Marketing, Communications, Business, or a related field.
• 2-4 years of experience in digital marketing, with a focus on CMS and CRM management, email marketing, and paid search.
• Proven success in managing email campaigns and paid search initiatives.
• Hands-on experience with marketing automation and analytics platforms.
• Experience working cross-functionally and contributing to integrated marketing strategies.
• Financial industry experience and certifications in digital platforms are a plus.