Digital Marketing Specialist
Join the influential Discover Green Bay team in promoting our community's sensational amenities through your digital marketing prowess! The Digital Marketing Specialist is a key part of the marketing team at Discover Green Bay and is responsible for growing Green Bay's profile to visitors through digital advertising, email marketing, and website content. Be a part of a fun and dynamic team dedicated to community pride!
Current Job Title: Digital Marketing Specialist
Date Reviewed: April 24, 2024
Department: Marketing
Status: Full-Time
Our Digital Marketing Specialist is a motivated and detail-oriented teammate with a passion for digital marketing and a solid understanding of various advertising platforms responsible for creating and managing digital advertising campaigns across multiple channels and implementing effective email marketing strategies to engage our audience and drive conversions.
RESPONSIBILITIES – ESSENTIAL JOB FUNCTIONS:
Digital Advertising:
- Create, manage, and optimize digital advertising campaigns across platforms such as Google pMax, Meta, TikTok, OTT, YouTube, etc.
- Conduct keyword research, audience targeting, and ad placement to maximize campaign effectiveness.
- Monitor campaign performance and adjust strategies as needed to meet KPIs and objectives.
- Generate regular reports on campaign performance and provide insights for improvement.
- Stay updated on industry trends and best practices in digital advertising.
Email Marketing:
- Develop and execute email marketing campaigns to nurture leads, retain customers, and drive sales.
- Design engaging email templates and content that align with brand messaging and goals.
- Segment email lists based on audience demographics, behavior, and preferences for targeted campaigns.
- Monitor email deliverability, open rates, click-through rates, and other metrics to optimize campaign performance.
- Implement A/B testing to improve email performance and conversion rates.
- Ensure compliance with email marketing regulations and best practices, including GDPR and CAN-SPAM.
Website Optimization and Content:
- Ensure website content is optimized for search engines and user experience.
- Conduct regular audits of website content and make recommendations for improvement to enhance SEO performance.
- Utilize SEO best practices to improve website visibility and drive organic traffic.
- Implement on-page and off-page SEO strategies, including keyword optimization, link building, and metadata optimization.
- Monitor website analytics to track key metrics such as traffic, engagement, and conversion rates.
- Work with website vendor to implement technical SEO enhancements and optimize website performance and loading speed.
- Stay informed about emerging trends and technologies in SEO and make recommendations for continuous improvement.
Cross-functional Collaboration:
- Collaborate with internal teams, including marketing, sales, visitor experience, and operations, to align digital advertising and email marketing efforts with overall marketing objectives.
- Content Marketing Manager and VP of Marketing and Communications, along with other team members, to create compelling ad creatives and email content.
- Advocate for the Greater Green Bay area and embrace the community’s visitors.
- Demonstrates the company’s values and culture.
- Performs all other duties as assigned.
Knowledge, Skills and Abilities Required:
- Bachelor’s or Associate's degree in Marketing, Advertising, Communications, or a related field.
- Strong understanding of digital advertising platforms such as Google Ads, Meta, YouTube, etc.
- Familiarity with email marketing platforms (e.g., Mailchimp, Constant Contact, HubSpot).
- Proficiency in data analysis and reporting using tools like Google Analytics.
- Excellent written and verbal communication skills.
- Creative thinking and problem-solving abilities.
- Ability to work independently and collaboratively in a fast-paced environment.
- Attention to detail and ability to multitask effectively.
- Prior experience or internships in digital marketing or advertising is a plus.
- Excellent interpersonal skills required to engage visitors, anticipate their needs, and excite them about the greater Green Bay area enthusiastically and proactively.
- Superb communicator with a strong desire to share events happening in the area and the value of tourism to our community.
- Ability to work collegially with other staff and partner across departments to achieve common objectives.
- High-performing, innovative individual who operates with exceptional collaboration possessing a strong sense of urgency, priority, and follow-through.
- Effective understanding/use of latest technologies and online forums to advance brand.
- Must have the flexibility to work in an environment where priorities and projects will shift rapidly with uneven workload volumes and varying timelines.
- Analytical skills necessary to interpret the needs of visitors and to relay information to the appropriate people within the tourism industry.
Equipment to be Used:
- Software used by Discover Green Bay including Microsoft and Simpleview.
- Audio/Visual equipment such as projectors and other presentation/speaker related equipment.
- Trade show booths, displays and equipment associated with trade shows.
- Must be able to operate a motor vehicle and have a valid driver’s license.
Typical Physical Demands:
Frequent mobility and/or sitting required for extended periods of time. Requires eye-hand coordination and manual dexterity to operate vehicles as well as photography and office equipment. Requires hearing within normal range when communicating with company personnel or clients in person or via the telephone including areas of high traffic. Requires intermittent lifting up to 50 pounds. Requires some irregular work hours including evenings, weekends, and holidays. Will operate in outdoor setting and will be able to work effectively in extremely hot and cold temperatures as well as adverse weather conditions while maintaining a friendly, helpful and high level of energy for guest interactions no matter the situation.
Reporting Relationship:
Reports to the Vice President of Marketing
