Digital Marketing Specialist

Job Details

Job Location:

Charlotte - Charlotte, NC

Position Type:
Full Time

Education Level: 4 Year Degree

Salary Range:
Undisclosed

Job Category:
Marketing Description

Digital Marketing Specialist will support, execute, and drive the digital marketing and content strategy for MMUSA to generate demand across four business units (L&A, MTD, CFA & Textile). This includes, but is not limited to, strategy, digital marketing calendar alignment with business plans, product campaigns, content publishing, SEM, lead/demand gen, online content, conversion, social media, and PPC. Oversee the executions on all digital platforms, including web, social, 3rd party paid, and email, and report on campaign effectiveness.

• Develop the strategy and manage all digital quality demand through campaigns, brand awareness/enhancement, thought leadership, and digital content merchandising of our products and services to customers and dealers.
• Develop and execute integrated digital communications with comprehensive inbound, outbound, and content marketing for existing and new product launches.
• Increase brand reach, awareness, and messaging across all digital and social media channels. Work closely with agencies, internal teams, and user experience (UX) members to test multi-variant combinations of messages and video usage.
• Manage all website updates and maintenance, create landing pages and CTA forms with agency and vendors to improve optimization and conversion rates.
• Develop strategy and execution for PPC, organic search, display, and retargeting campaigns using A/B testing to improve results, generate more leads, and optimize media spending.
• Identify and implement SEO/keyword techniques; research and recommend new keywords and negative keywords. Offer insights on how to best incorporate keywords into landing pages and web copy, ensuring high-quality scoring and CTR.
• Support all B2B lead generation initiatives, including nurture workflows and publishing campaign content. Closely monitor conversions and continually evaluate and adjust campaigns to maximize ROI (Pipeline and Revenue).
• Perform market segmentation and conduct competitive audits to identify and quantify new market segments and customer targets. Research competitors, pricing comparisons, website comparisons, industry positioning, and messaging.
• Strong focus on customer & prospect segmentation, developing journey mapping, messaging testing, and 1:1 digital communication across all devices.
• Work closely with CRM and sales teams to align creative and content automation to promote cross-sell initiatives across website and digital media platforms.
• Work with agency and MMUSA analytics to track, monitor, and publish reporting to show campaign performance and determine which strategies are driving the most engagement/revenue/cost savings across the partners/tactics/strategies. Create corrective actions and mitigate risks.
• Work closely with in-house and contract content creators to concept, strategize, plan, launch, and track campaign elements.
• Support business units and the marketing team in developing and executing trade show strategy and preparation, as well as on-site trade show and event management. Expect 2-4 large trade shows a year, with the possibility of supporting 3-5 smaller shows, events, or conferences.
• Partner with management to develop digital marketing budgets.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Bachelor’s degree in marketing, Digital Marketing, or Communications; 3+ years of digital marketing-related experience and/or training; or equivalent combination of education and experience. Experience as an inbound and/or outbound marketer, in both planning and executing programs, is required. Prior experience managing and working with marketing agencies is preferred.

Ability to read, analyze, and…