Digital Marketing Specialist

Job Summary
The Digital Marketing Specialist owns the execution and optimization of Hillman's email marketing programs and direct-to-consumer website experience. This role manages end-to-end campaign delivery across multiple platforms, oversees lifecycle marketing initiatives, and maintains website performance including landing pages and where-to-buy functionality. Partnering closely with B2B, brand, and performance marketing teams, the manager drives measurable improvements in engagement, conversion, and customer experience.
Essential Job Functions
* Email Marketing

Build, deploy, and optimize email campaigns across B2C and B2B programs in Hub Spot, Mailchimp, and Salesforce Marketing Cloud.
Execute segmentation and personalization within established lifecycle frameworks.
Maintain and update the email calendar across brand, e-commerce, and B2B programs.
Monitor email deliverability, maintain list hygiene, and flag compliance issues.
Pull and compile campaign performance reports; surface insights and optimization recommendations to manager.
Support testing initiatives including A/B and subject line tests.

Website & Digital Experience

Execute website updates, landing page builds, and content changes in Shopify with potential to contribute to full site builds
Support conversion rate optimization efforts through testing and content updates.
Maintain where-to-buy (WTB) listings and retailer traffic tracking.
Drive Conversion Rate Optimization across direct-to-consumer & WTB
Execute QR code requests and ensure UTM/tracking parameters are applied consistently.
Coordinate with developers and vendors on discrete web tasks and enhancements.

Cross-Functional Execution

Support campaign integration by executing email and web deliverables in coordination with paid media and brand teams.
Execute paid search, digital display, and print advertising campaigns
Maintain documentation and process standards established by the manager.
Assist in evaluating marketing technology workflows and flagging inefficiencies.

Other duties as assigned.

* This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee. Duties, responsibilities and activities may change or new ones may be assigned at any time with or without notice.
Employees are expected and encouraged to participate in safety and health program activities including immediately reporting hazards, immediately reporting unsafe work practices and incidents to supervisors, wearing required personal protective equipment, and participating in and supporting safety committee activities.
Education & Experience

Bachelor's degree in Marketing, Communications, Business, or related field, or equivalent practical experience.
3-5 years of experience in digital marketing, email marketing, or related field.

Competencies - Knowledge,

Skills and Abilities

Strong proficiency in email platforms (Hub Spot, Mailchimp and/or Salesforce Marketing Cloud).
Working knowledge of Shopify or similar CMS/e-commerce platforms.
Intermediate HTML/CSS skills for email and web updates.
Strong analytical skills with ability to translate insights into action.
Project management and organization across multiple stakeholders.
Understanding of lifecycle marketing and customer journeys.
Knowledge of compliance regulations (CAN-SPAM, GDPR, CASL).

Operational Equipment

Computer

Work Environment and Physical Demands

Work Environment

Office:
Office setting. Seldom exposed to fumes or airborne particles. Loud working environment of the shop area. Functional vision and hearing required.

Physical Demands

Office:
Sedentary.