Digital Marketing Specialist

Cleveland Brothers, the largest Cat dealer in Pennsylvania, northern West Virginia, and western Maryland, has an immediate opportunity for a Digital Marketing Specialist
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Cleveland Brothers is seeking a technical and detail-oriented Digital Marketing Specialist to execute and optimize our digital campaigns. Reporting to the Digital Marketing Manager, you will be the hands‑on expert responsible for building landing pages, setting up automation workflows in Hub Spot, and maintaining data hygiene in our CRM. You will ensure that every marketing dollar spent is tracked, measured, and routed to the right sales representative.

• Build the Workflows:
  Construct and test automated email nurture sequences, lead scoring models, and operational workflows in Hub Spot.
• Launchpad:
  Build and stage all digital assets for campaigns, including high‑converting landing pages, forms, and ad creatives.
• List Segmentation:
  Segment our customer database in Hub Spot (by industry, machinery fleet size, or region) to ensure the right message gets to the right customer.
• QR Code Management and Results Tracking:
  Generate, deploy and manage QR codes for campaigns, ensure proper tracking, performance measurement and integration.

• The Gatekeeper:
  Monitor the flow of leads from Marketing to Sales (Dynamics 365). Identify and fix “stuck” leads, duplicate records, or data sync errors.
• Lead Scoring:
  Maintain the lead scoring criteria. Work with team members to ensure that only sales‑ready leads are pushed to sales reps.
• Tagging & Tracking:
  Ensure all digital URLs are properly tagged (UTM parameters) so we can track the source of every lead in our analytics.

• On-Page SEO:
  Execute the technical SEO roadmap (meta tags, alt text, broken link fixes) to improve organic visibility.
• Google Business Profile:
  Manage the optimization of our local branches by keeping hours, photos, and services updated across all Google Maps listings.
• Social Media Infrastructure:
  Manage the technical side of social media: setting up Lead Gen Forms, pixel tracking, and executing all Paid/Boosted social campaigns. Ensure social leads sync instantly to Sales.
• Ad Monitoring:
  Monitor daily spend and performance of Google Ads and Social Ads, flagging underperforming keywords or creatives for the Digital Marketing Manager.

• Dashboards:
  Build and maintain real‑time performance dashboards in Hub Spot/Google Analytics for the marketing team.
• A/B Testing:
  Run monthly split tests on email subject lines and landing page headlines to incrementally improve performance.

• Education: Bachelor's degree in Marketing, Communications, or related field. (Relevant certifications accepted in lieu of degree).
• Experience: Minimum 3–5 years of hands‑on experience in digital campaign execution, marketing operations, or demand generation.
• Platform Expertise:
  • Hub Spot Certified (Marketing Software, Email Marketing) is highly preferred. Must demonstrate advanced knowledge of Workflows, Active Lists, and Lead Scoring.
  • Working knowledge of Microsoft Dynamics 365 (specifically Lead/Contact views and data mapping).
  • Proficiency in Copilot for M365 (Power Automate/Excel) and AI-assisted SEO tools.
• Data & Analytics:
  • Strong Excel skills (VLOOKUP, Pivot Tables) are required for list scrubbing and data segmentation.
  • Experience setting up UTM parameters and tracking pixels to ensure accurate data capture.
• SEO/SEM Execution: Solid understanding of on-page SEO best practices (meta tags, schema markup) and experience managing Google Business Profiles for multi-location businesses.
• Content & Design: Basic proficiency in Adobe Creative Suite (Photoshop/InDesign) or Canva for asset resizing; working knowledge of HTML/CSS for email template troubleshooting is a plus.
• Soft Skills: Extreme attention to detail. The ability to troubleshoot why a workflow failed or why a lead didn't sync without needing micromanagement.
• Travel: Ability to travel occasionally (up to 25%) for team meetings, customer or branch visits.