Digital Marketing Specialist-Web & Search

Description

The Digital Marketing Specialist owns hzcu.org day-to-day and is the internal lead for paid search, either managing campaigns directly or partnering with an external agency to drive performance. The role treats the website and paid search as one connected system, with the same person responsible for landing page quality, conversion tracking, and the feedback loop between site changes and ad performance.

This is an individual contributor role with significant autonomy and visibility, expected to lead strategy within their domain while partnering closely with the Digital Marketing Manager and external specialists, scale member acquisition through digital channels, with the website serving as the primary asset driving this growth, and for leading efforts to ensure Horizon remains visible and accurately represented as search behavior evolves toward AI-driven tools and conversational interfaces.

• Manage the day-to-day operation of hzcu.org, including content updates, page builds, structural changes, and quality assurance.
• Build and maintain landing pages for campaigns, products, and SEO initiatives.
• Own site performance, accessibility (WCAG), page speed, and mobile experience.
• Maintain redirects, schema, sitemaps, and the site taxonomy.
• Coordinate with external web partners on technical support, security, and major releases

• Implement on-page SEO across the site, including planned location and product pages.
• Coordinate with content and creative teams on page structure, metadata, and internal linking.
• Monitor rankings and organic traffic and surface opportunities to improve visibility in priority markets.
• Lead Horizon’s evolving approach to generative and AI-driven search visibility, focusing on practical steps that improve discoverability and accuracy as these platforms mature.

• Use AI tools to work faster and smarter across web, SEO, and paid search functions, including keyword research, code assistance, page audits, and reporting.
• Stay current on the AI tools and capabilities most relevant to the role and bring practical recommendations to the team on where AI can improve speed or quality of output

• Own Digital Analytics & Tracking Tools
• Define and maintain conversion actions across loan applications, new member signups, and other priority flows.
• Build reporting that connects website performance to member acquisition and product revenue.
• Partner with Marketing Analytics on attribution and pipeline reporting.

• Serve as Horizon’s internal owner for paid search strategy and performance.
• This may include hands-on Google Ads management or acting as the primary internal partner, guiding and evaluating an external agency.
• Manage the intersection between paid search and the website, including landing page alignment, conversion quality, quality score improvement, and performance reporting.
• The role’s primary value is improving acquisition efficiency through better on-site experience and data, not just campaign mechanics.

• Partner with the Digital Marketing Manager, Copywriter, and Creative team on campaign landing pages and digital assets.
• Work with Compliance on disclosure placement and ad-tech governance.
• Coordinate with IT and the digital banking team on integrations between hzcu.org and member-facing systems

Our individual contributor success competencies, coupled with our CORE Values, drive our ability to fulfill our Promise of "Guiding members in the direction of their dreams".

• Action Oriented:
  Takes on new opportunities and tough challenges with a sense of urgency, high energy, and enthusiasm
• Collaborates:
  Builds partnerships and works collaboratively with others to meet shared objectives. Readily takes action on challenges, without unnecessary planning
• Instills Trust:
  Gains the confidence and trust of others through honesty, integrity, and authenticity
• Communicates Effectively:
  Develops and delivers communications that convey a clear understanding of the unique needs of different audiences
• Member Focused:
  Build…