Digital Marketing Specialist

About the position

The Digital Marketing Specialist is an integral part of Marketing & Communications reporting to the Director of Digital Marketing. This role will leverage Salesforce Marketing Cloud, digital applications, digital channels, data, and technology for effective advertising and marketing efforts; promoting products, services, and the United brand to targeted audiences. The role will execute comprehensive digital marketing campaigns across various channels such as social media, email, and websites to support our business goals. Responsibilities will encompass a wide range of projects and tasks aimed at maximizing brand visibility, engaging target audiences, and driving measurable results.

Responsibilities

• Execute digital marketing campaigns and strategies aligning with the company's goals, brand standards and guidelines.
• Build and deploy digital channel touchpoints, like email, social media, paid advertising, and website to disseminate brand messaging, showcase product offerings, and engage target audiences in meaningful ways, ultimately enhancing brand visibility and recall.
• Measure and analyze campaigns' success using data and analytics tools; track metrics such as website traffic, conversion rates, engagement metrics, and ROI, enabling data-driven decision-making and continuous optimization of marketing strategies.
• Increase impact, reach, and automation by scaling Marketing Cloud capabilities, including cross-channel journeys, A/B testing, content categorization, tagging, reporting, etc.
• Stage, proof, and QA digital content in a WYSIWYG and/or HTML editor format.
• Build compelling journeys, orchestrate automations, shape engaging email campaigns.
• Support content personalization with Salesforce dynamic features.
• Facilitate content updates for digital channels in content management systems (including website CMS, Salesforce applications, digital asset management applications, CRMs, and sales enablement applications).
• Facilitate campaign tracking, ensuring accuracy and comprehensive tracking for all digital marketing touchpoints.
• Ensure data quality expectations are met, maintain data hygiene by refining and enriching customer data within Salesforce, ensuring the accuracy and reliability of our information.
• Facilitate target audience segmentation, management, upload, and mapping into Salesforce applications.
• Generate reporting for digital channels, including standard channel health reporting, campaign reporting, and ad-hoc reporting as required.
• Collaborate with outside vendors on statements of work, as needed.

Requirements

• Bachelor's degree in Marketing, Business Analytics, Economics, Finance or a related field or equivalent education experience can be substituted.
• 5 years of Digital Marketing experience.
• Proficiency in Salesforce Marketing Cloud applications (Marketing Cloud, Intelligence, Email Studio, Journey Builder, Automation Studio, Content Builder).
• Experience managing website content in CMS applications (WYSIWYG front-end in Kentico, Sitecore, or similar application).
• Proficiency in Google Suite products (GA4, Tag Manager, Google Ads).
• SEO experience (with a focus on on-page optimization) and proficiency in SEO analytics tools (Google Search Console, SEMrush).
• Understanding of email marketing best practices, including segmentation, personalization, A/B testing, and automation.
• Exceptional attention to detail and a keen eye for proofing and quality assurance.
• Proficient knowledge of all Microsoft Office applications, and standard marketing software (Salesforce, Adobe Creative Suite etc.), proficient with Excel (VLOOKUP, pivot tables, formulas, macros), with willingness to learn new and existing company-specific software applications.

Nice-to-haves

• Banking or other financial institution experience preferred.
• Relevant certifications like Google Analytics, Google Ads, Salesforce Marketing Cloud, Salesforce Administrator, etc.
• Experience with HTML/CSS for email template design and coding.
• Proficiency with marketing analytics tools (Salesforce Intelligence, GA4 and Looker).
• Experience writing and working with SQL for data analysis, querying, and reporting.