Digital Marketing Specialist

• Location 3251 Fruit Ridge Ave NW,Grand Rapids, MI, ,United States
• Employee Type Exempt

The Digital Marketing Specialist is responsible for owning our digital ecosystem - website, SEO/SEM, paid media, social media, email marketing, landing pages, marketing technology, and UX/UI – and is accountable for Irwin’s digital presence and performance.

This role sits within the Growth Marketing pillar and is critical to drivingqualifiedpipeline, supporting product launch campaigns, and ensuring that Irwin's digital footprint reflects the quality andexpertiseof the brand. The Digital Marketing Specialistoperatesboth strategically and hands‑on, building the infrastructure today that scales the business tomorrow.

• Own the Irwin website strategy, architecture, content, performance, and ongoing optimization
• Lead UX/UI improvements to ensure a best‑in‑class digital experience for architects, consultants, dealers, and endbuyers
• Manage the website CMS, content updates, and page builds, including product pages, market landing pages, and campaign microsites
• Monitor site health, page speed, Core Web Vitals, and conversion performance; implement improvements proactively
• Own Irwin's organic search strategy - keyword research, on-page optimization, technical SEO, and content gap analysis
• Manage paid search (Google Ads) and retargeting campaigns - from strategy and budget management through to reporting and optimization
• Partner with the Content Manager to develop SEO‑informed content that drives organic traffic across all market segments
• Track and report on search performance, SERP rankings, and paid media ROI

• Plan, execute, and optimize paid media campaigns across Google, Linked In, and other relevant digital channels
• Build and manage retargeting audiences and nurture sequences that convert site visitors into qualified leads
• Manage the digital advertising budget and own pipeline‑contribution targets from paid media.
• Own the strategy and execution of Irwin's social media presence across Linked In, Instagram, and emerging channels
• Collaborate with the Content Manager on social content planning and asset production
• Manage paid social campaigns and monitor platform performance against reach, engagement, and lead objectives

• Own Irwin's email marketing program - newsletters, lead nurture sequences, campaign emails, and triggered communications
• Build and manage audience segments within the CRM stack to ensure relevant,timely communications (Salesforce, Constant Contact, Craft CMS)
• Monitor deliverability, open rates, CTR, and conversion performance; test and optimize continuously

• Build and manage campaign landing pages optimized for conversion across all product lines and markets
• Own A/B testing strategy for landing pages, CTAs, and email campaigns
• Ensure all campaign infrastructure (forms, tracking, UTMs, and integrations) is set up accurately and consistently
• Own the digital marketing tools
• Build and maintain marketing dashboards that report on pipeline contribution, digital performance, and campaign ROI
• Serve as the analytics and reporting backbone for the marketing team, providing insights that drive smarter decisions
• Ensure proper tracking, attribution, and data governance across all digital channels

• Partner closely with the Content Manager on SEO content, campaign assets, and social execution
• Support Product Launch Managers with digital campaign infrastructure for new product launches
• Collaborate with Lead Generation on MQL tracking, digital-to-sales handoff, and pipeline reporting

• 4+ years of digital marketing experience with demonstrated ownership of website, SEO, and paid media programs
• Experience administering a CRM, including list management, lifecycle stages, and basic workflow/automation building. Familiarity with Salesforce preferred
• Hands‑on experience managing CMS platforms
• Working knowledge of UX/UI principles and conversion rate optimization
• Strong analytical skills with the ability to translate data into actionable insights
• Experience managing multiple digital channels simultaneously in a B2B environment
• Experience with Linked In Campaign Manager and paid social advertising preferred
• Basic HTML/CSS knowledge for website edits and email template customization preferred
• Experience in manufacturing, commercial interiors, or architecture/design industries preferred;
  Google certification is a plus