The Digital Marketing Specialist will manage the company’s digital marketing initiatives including but not limited to: maintaining website(s) through CMS platform, Search Engine Optimization, Content Online Banking advertising updates, user experience testing, website and digital media campaign monitoring, measuring, optimizing and reporting. The Specialist will support other marketing initiatives for various departments; and, will provide analytics reporting and recommendations to drive growth in the online and mobile channels. Works closely with the marketing team to enhance the company’s web presence, communications, and digital operations to drive growth and engagement.

• Manage Content Management System (CMS) including training new team members on content entry and is the CMS Content Entry Subject Matter Expert (SME)
• Executes and/or partners with other team members to execute website tactics including but not limited to: SEO/SEM, landing page front-end development, page updates, sitewide alerts, hero banners, website copy, mobile page optimization
• Develop, edit, and optimize content across digital channels (web, blog, mobile) to align with brand voice, SEO best practices, and campaign goals.
• Ensure website and digital content comply with accessibility standards (WCAG/ADA).
• Measures and reports performance of website and digital campaign efforts, and assesses against goals (Google Analytics, Looker Studio, Google Tag Manager, InMarket, etc).
• Identify trends and insights, and make recommendations to optimize website design and performance to enhance user experience and path to purchase/conversion along with external partners
• Collaborate with internal teams to create mobile-first landing pages, content and website components in support of new and existing products, product enhancements, services, campaigns etc.
• Utilize strong analytical ability to evaluate end-to-end member experience across multiple channels and touch points (online, ATMs, branches)
• Work with web and marketing leadership to develop programs to strengthen and analyze SEO, using results to refine content.
• Works with marketing team and manages agency partners to plan and execute web, SEO/SEM, and display advertising campaigns.
• Monitors, measures, optimizes, and reports performance of digital marketing campaigns and assesses against goals (ROI and KPIs). And evaluates end-to-end member experience across multiple channels and member touchpoints.
• Be capable to understand and utilize market data and analysis to inform content planning.
• Build relationships with key stakeholders, and develop and maintain strong working relationships with departments to ensure digital channels are updated frequently and accurately.
• Work efficiently within the CMS - make updates to templates, create new pages, assign taxonomy, edit content and upload graphics.
• Can train others on how best to accomplish tasks and get desired results on the website.
• Can lead an internal client through a website section or new area and gather feedback related to their requirements.
• Anticipates and responds to internal clients’ needs; follows up until needs are met.
• Collaborate with IT, agencies and other vendor partners to optimize website and third-party online tools (calculators, locator search, virtual agents, external live chat, online and mobile banking, etc.)
• Works with web team to help ensure website personalization and optimization strategies aid in reaching overall credit union objectives.
• Establish and maintain web content governance, performing regular quality assurance audits to ensure accuracy, consistency, and relevance.
• Update and manage Online and Mobile banking advertising through the DI platform.
• Other duties as assigned.

Education and Experience Requirements:

• Bachelor’s Degree in marketing, data analytics or business-related field.
• 2+ years-experience with Content Management Systems including front-end coding, design, optimizing landing pages for mobile/SEO and user funnels (experience with Optimizely is a plus).
• 2+ years-experience with Google Analytics (GA4), Google Tag Manager, A/B testing, campaign optimization and web analytics.
• 2+ years-experience in marketing.
• 2+ years-experience executing in digital channels.

Required Knowledge, Skills and Abilities:

• Ability to work in a fast-paced environment, to manage multiple projects simultaneously and to prioritize workload.
• Excellent verbal and written communication skills, including AP Style.
• Proficient in GA4 (looker studio a plus).
• Experience with SEO and ability to make strategic recommendations based on analytics.
• Strong analytical and data-driven abilities.
• Basic front-end development skills to stand up and maintain pages and optimize content/navigation flow in a CMS environment.
• Ability to manage processes, update as necessary.
• Comfortable operating in ambiguity and surfacing operational efficiencies to solve challenging problems.
• Exceptional project management, organizational, and problem-solving skills.
• Demonstrate strong teamwork by partnering across departments to align digital efforts with organizational priorities.

Preferred Knowledge, Skills and Abilities:

• Optimizely CMS experience.
• Financial Services or Credit Union experience.
• Experience in planning, building, and iterating digital dashboards/data visualization tools like BI.
• Google Analytics 4 certification.
• Google Tag Manager certification.