Digital Marketing Specialist

Hershey Entertainment & Resorts - Hershey, PA

Full-time - Entry Level

Hershey, PA

Amusement, Gambling, and Recreation Industries

About the position

Hershey Entertainment & Resorts Company (HE&R) is an award-winning entertainment and hospitality organization that encompasses a variety of properties, including Hersheypark, The Hotel Hershey, Hershey Lodge, Giant Center, and various dining options. The company is dedicated to upholding the legacy of its founder, Milton S. Hershey, and emphasizes core values such as devotion to legacy, selfless service, teamwork, and respect for others. HE&R is also committed to fostering diversity, equity, and inclusion within its workforce and community, aligning with the vision of providing value to Milton Hershey School. The Digital Marketing Specialist plays a crucial role in developing and configuring content across all digital channels aimed at customer retention, acquisition, and promotion. This position supports marketing campaigns for all brands under Hershey Entertainment and Resorts, including Hersheypark, The Hotel Hershey, Hershey Lodge, ZooAmerica, and more. The specialist will collaborate closely with project managers, marketing managers, designers, and IT teams to ensure effective digital marketing strategies are implemented. Key responsibilities include building digital content for various platforms such as websites, emails, and mobile applications, managing content and alerts, setting up data filters for targeted messaging, and analyzing campaign results to derive actionable insights. The role also involves conducting regular audits of digital channels to maintain content accuracy and freshness, training users on digital systems, and managing Google Business Listings. The Digital Marketing Specialist is expected to proactively learn about market trends and customer behaviors to enhance digital marketing efforts and support various digital projects as assigned.

Responsibilities

• Develop HTML/CSS for websites or emails and launch on a timely basis
• Manage Content, Alerts, Hours, Form Submissions, and CSC Confirmations in WIMP System
• Set up and configure data filters and segmentation in the cross-channel campaign management platform to deliver dynamic messaging to unique guest segments
• Set up link tracking and apply code for dynamic content
• Preflight, test, and launch digital display, app updates, web, email, push notifications, in-app messaging, and SMS marketing campaigns daily
• Pull reports that track KPIs and business metrics regularly
• Analyze campaign results to uncover actionable trends and insights
• Perform regular audits of sites and channels to ensure content is accurate, fresh, and reflective of campaign initiatives
• Train, support, and educate digital system users to ensure appropriate content, brand representation, and consistency
• Manage Google Business Listings
• Gain a thorough understanding of our customer lifecycle to recommend relevant content and automated programs
• Manage, configure, and deploy promotional, relationship, and transactional campaigns
• Develop and recommend testing strategies, with clear objectives and measures of success
• Make recommendations to continually improve processes & performance
• Proactively learn about our market and our target audiences, and gain knowledge of successful digital marketing tactics
• Support the execution of a variety of digital project work
• Perform other duties as assigned

Requirements

• Must be 18 years of age or older
• Must have a minimum of 3 years of related experience
• Must have a Bachelor's degree in Marketing, IT, or related field
• Experience with Google Analytics
• Proficient with HTML and CSS
• Understanding of Dynamic Content and Marketing Automation strategies, features and best practices
• Experience using industry-leading ESPs (for example Responsys - preferred, Marketo, Eloqua, Salesforce Marketing Cloud)
• Familiar with Dreamweaver or similar HTML development applications
• Experience using industry-leading CMS (for example Wordpress, Uniform, Optimizely, Sitecore, Joomla & Drupal, Adobe Exp Mgr and Salesforce Exp Cld)
• Industry Experience - Hospitality/Tourism/Entertainment/Sports/Recreation
• Skilled in the use of Microsoft Office applications, including Excel and Word and/or G-Suite
• Knowledge of the latest digital marketing trends
• Critical thinking and problem-solving skills
• Great time-management and organization skills
• Great interpersonal and communication skills

Nice-to-haves

• Other coding skills considered a plus: Web HTML, SQL, React, Javascript, Typescript, Next.js, etc.

Benefits

• FREE admission to Hersheypark
• Discounts on various services and products
• Medical, Dental, and Vision coverage beginning the first day of the next month after starting
• 401K Contribution
• Paid time off
• Additional perks as a Full-Time Team Member