Digital Marketing Specialist

General

Summary:

The primary role of the Digital Marketing Specialist is to analyze and interpret marketing data to identify actionable insights and assist in executing campaigns and initiatives that maximize ROI while driving member engagement, acquisition and retention. This role involves gathering, processing, and managing different datasets, conducting in-depth analyses, and working closely with cross‑functional teams to continually optimize marketing strategies, campaigns, automation and brand reputation.

A strong understanding of data analytics tools, marketing performance metrics, and the ability to translate data into clear, strategic recommendations is essential. The Digital Marketing Specialist plays a key role in improving marketing effectiveness, brand recognition and helping the credit union achieve defined performance goals.

Working closely with the Marketing Director, this role mines data and information across internal and external platforms to help drive new member growth, deepen relationships, enhance member experiences, and build member loyalty. The Digital Marketing Specialist is also responsible for campaign segmentation, conversion, prospecting, cross‑selling, evaluating, and ensuring effective campaign performance (i.e. analysis, tracking, adjusting), as well as website optimization, including keyword search, and on‑page/off‑page optimization to improve search rankings and organic traffic.

• Leverages various member and non‑member data sets to provide actionable insights that inform marketing planning and strategy to create personalized member journeys, and improve positioning, image, and loyalty to the First Commerce brand.
• Performs data mining, statistical analysis, trend, and variance analysis. Packages and conveys findings in a relevant, timely and meaningful manner in a clear, concise, and cohesive story.
• Builds, manages, optimizes, evaluates, and evolves automated marketing campaigns to target audiences designed to achieve Marketing KPIs.
• Monitors social media channels and social review platforms to continually improve reputation management goals, including responding timely to posts.
• Coordinates with members of the marketing team and/or other departments to gather and package relevant content, messaging, graphics, and other necessary elements to execute campaigns. Conducts A/B testing and conversion rate optimization (CRO) to improve lead generation and campaign effectiveness.
• Leads website search engine optimization (SEO) efforts. Leverages Google Analytics and other metrics/actionable insights (e.g., web traffic, user behavior, UTM tracking, Google Tag Manager, and pixel tracking) to ensure accurate and optimal campaign performance measurement.
• Serves as marketing data liaison collaborating with other departments and third‑party vendors to develop actionable insights for strategic areas of focus. Develops and executes member segmentation strategies based on demographic, behavioral, and transactional data.
• Monitors and tracks key performance metrics/indicators and reports to stakeholders, including highlighting successes and identifying areas of improvement/refinement.
• Develops understanding of credit union's operations, products, and services, as well as strategic initiatives, to provide timely and relevant recommendations.
• Develops and maintains a network of contacts within the data/business intelligence/digital marketing space, as well as within and outside the credit union/banking industry.
• Works closely with I.T. and third‑party vendors to ensure data integrity, system integrations, and security compliance within all digital marketing initiatives.
• Other analytical, data processing, and marketing duties as needed.

• Performs job duties in accordance with policies established by the Board of Directors under the rules and regulations set by the National Credit Union Administration, the State of Florida, and any applicable State laws for financial centers located in other States.
• Complies with Reg E, BSA, OFAC, and CIP requirements such as reporting suspicious or unusual activity to manager.
• Fully supports in actions and words First…