What are the responsibilities and job description for the Digital Marketing & Performance Specialist position at Opportunities at Towne?
TowneBank has a culture that:
- Has a commitment to exquisite service for our members that will lead to our ability to create a reasonable rate of return for our shareholders, a bright future for our dedicated bankers, and a leadership role for our bank in promoting the social, cultural, and economic well-being of our community.
- Embraces our hometown banking philosophy, where our family members, directors and employees are active volunteers, serving on numerous boards and donating their time and talents to local organizations.
Primary Purpose:
The Digital Marketing & Performance Specialist will work to elevate our online presence and optimize our campaign performance with a focus in Mortgage and Real Estate.
Serving as the cornerstone of our online marketing efforts, the Digital Marketing & Performance Specialist will be responsible for driving qualified traffic through strategic Google Ads, SEM, and SEO initiatives, while also providing crucial insights into the performance of all marketing campaigns, both digital and traditional. In addition, the Digital Marketing & Performance Specialist will also be a master of data, translating complex analytics into actionable strategies that maximize ROI and contribute to our company's growth.
Essential Responsibilities:
Google Ads & SEM Mastery:
- Develop, implement, and manage comprehensive Google Ads campaigns (Search, Display, Remarketing, etc.) to drive targeted traffic and leads.
- Conduct in-depth keyword research, ad copy optimization, and bid management to maximize campaign performance.
- Stay up-to-date with the latest Google Ads trends and best practices.
SEO Strategy & Implementation:
- Conduct thorough SEO audits and competitive analysis to identify opportunities for improvement.
- Develop and implement on-page and off-page SEO strategies to enhance organic search rankings.
- Monitor and report on SEO performance, identifying areas for optimization.
Performance Analysis & Reporting:
- Establish and track key performance indicators (KPIs) for all digital and traditional marketing campaigns.
- Develop and deliver comprehensive reports and dashboards to communicate campaign performance and ROI to stakeholders.
- Analyze data from multiple sources (Google Analytics, CRM, etc.) to identify trends, insights, and opportunities for optimization.
- Analyze the ROI of traditional marketing campaigns such as print, and direct mail.
Website Optimization:
- Collaborate with web development teams to optimize website content and user experience for improved conversion rates.
- Implement A/B testing to identify and implement website improvements.
Industry Expertise:
- Maintain a strong understanding of the mortgage and real estate industry, including market trends, regulations, and competitive landscape.
- Tailor digital marketing strategies to effectively target specific audience segments within the industry.
- Work with the marketing team to ensure all campaigns are working together.
Minimum Required Skills & Competencies:
- Proven experience in managing and optimizing Google Ads campaigns, with a strong track record of delivering measurable results.
- Expertise in SEO best practices, including keyword research, on-page optimization, and link building.
- Proficiency in Google Analytics and other web analytics tools.
- Strong analytical and problem-solving skills, with the ability to translate data into actionable insights.
- Excellent communication and presentation skills.
- Experience in the mortgage or real estate industry is highly preferred.
- A Bachelor's degree in Marketing, Business, or a related field.
- Experience with CRM platforms.
- Experience with analyzing and reporting on traditional marketing campaigns.
Desired Skills & Competencies:
- Experience with marketing automation platforms.
- Knowledge of HTML, CSS, and JavaScript.
- Knowledge of Kentico platform.
- Google Ads and Google Analytics certifications.
- Experience with social media marketing.
- Experience with PowerBI.
- Mortgage experience
- Real Estate experience
Physical Requirements:
- Express or exchange ideas by means of the spoken word via email and verbally
- Exert up to 10 pounds of force occasionally, use your arms and legs, and sit most of the time
- Have close visual acuity to perform activities such as analyzing data, viewing a computer terminal, reading, and preparing documentation
- Not substantially exposed to adverse environmental conditions
#tbm
