Sr. Digital Marketing Specialist

Columbus, OH, United States

Digital Marketing Sr. Specialist

Department: Marketing

Reports To: Digital Marketing Manager

Position Summary:

Highlights for Children, a global brand dedicated to publishing content that fosters joyful learning, recently expanded its offerings to early childhood education. Our solution meets the needs of early childhood educators by centering the play-based learning, cognitive development, and social emotional skills that are hallmarks of the Highlights approach.

We are eager to welcome a Digital Marketing Sr. Specialist that will play a critical role in this exciting new initiative. Reporting to the Digital Marketing Manager, the Digital Marketing Sr. Specialist is responsible for supporting digital marketing initiatives to maximize brand and product awareness and conversions across multiple marketing channels. Responsibilities include coordinating asset creation for marketing channels, maintaining a content calendar, ensuring marketing campaigns receive high engagement, supporting our inside sales team with qualified leads, and analyzing campaign performance for optimization recommendations.

Essential Duties and Responsibilities:

Overall

Support the Marketing team's plans to drive lead generation, acquisition, and retention across multiple marketing channels, primarily organic social media, email, and paid media.

Work cross-functionally to leverage shared service support and best practices to drive progress.

Organic Social Media

Generate relevant, engaging, and brand-appropriate content ideas for social media channels

Coordinate asset creation and collaborate with product experts, copywriters and designers to ensure content is accurate, engaging, optimized for performance, and prioritizes organic social media best practices

Set up and schedule social posts across multiple social channels, build and update content calendars, and maintain an organized system for storing finalized social media assets

Monitor and respond to comments from users across social channels

Assist in monitoring the success of organic social campaigns through goal setting by defining and tracking social media KPIs

Monitor competitors' social posts, hashtags, and industry topics that align with Highlights Early Learning's mission and brand and recommend new content ideas based on insights

Stay current with social media best practices and ever-evolving platforms and technologies

Email

Support all stages of the planning and deployment process for various types of email marketing campaigns including brand building, product launch, promotional, and seasonal marketing messages

Coordinate with cross-functional partners (including but not limited to developers, online merchandising, digital design, copy, and other marketing teams) to ensure flawless marketing campaign delivery

Create and maintain email recipient lists, including lists containing complex segmentation rules

Schedule and deploy marketing emails in Salesforce Marketing Cloud Account Engagement (Pardot)

Test and validate email campaigns to ensure accuracy of content, including product and promotional messaging

Prepare and import and/or export data files into the CRM, as needed

Perform administrative tasks required for the Marketing Automation Platform and CRM, such as data quality checks and database cleanses

Contribute to email channel optimizations as needed

Paid Media

Provide support for all phases of paid media activations including Google Ads and Facebook Ads

Assist in monitoring the success of paid media campaigns through goal setting by tracking paid media KPIs

Sales Support

Determine and assign lead qualification status to marketing qualified leads using Salesforce

Provide inside sales team with a regular flow of qualified leads

Act as a key point of contact between the marketing and inside sales teams to maintain regular communication, provide updates, and make recommendations that could improve the efficiency of information flow between the teams

On the first day, you'll: Demonstrate your comfort working remotely and contributing via virtual meeting tools (Microsoft Teams, Zoom).

Display your openness to learning our approach and bring your fresh perspective.

Demonstrate your marketing capabilities and sense of curiosity.

Within your first month, you'll:

Learn about the Highlights for Children company and familiarize yourself with the enterprise landscape.

Get to know the team and build relationships throughout the company.

Establish an understanding of the Early Childhood Education business, product, customer target, market landscape, and marketing goals.

Become familiar with our digital marketing tools, platforms, and services that will enable us to most effectively reach our customers

Begin contributing to the content creation and campaign deployment processes

Within your first year, you'll: Demonstrate strong follow-through, professional judgment, collaboration, and relationship building skills.

Provide strong digital marketing support for the ECE team and drive towards revenue goals for both existing products and new launches.

Support the ECE team's plans to drive lead generation, acquisition, and retention

Have built and maintained relationships with multiple vendors and freelancers that provide support for email, social media, and paid media activations.

Collaborate with teams across the Highlights for Children Enterprise to engage in knowledge-sharing and cross-functional partnerships

Proficiently navigate web analytics reporting and online dashboards to provide reporting support when needed and utilize data-driven decision-making.

Demonstrate consistency in keeping key performance indicators, and digital best practices that drive customer conversion across all digital channels top of mind

Education and Experience:

Bachelor's degree in marketing or related field

3+ years of hands-on digital marketing experience, including social media marketing

In depth knowledge of social platforms used for business including Facebook Business Manager

Working knowledge of email/CRM best-practices, along with an ability to effectively benchmark and pattern to best-in-class email marketing programs

Experience with Shopify, Google Ads, Facebook Ads, Google Analytics, Salesforce, and Pardot is a plus, but is not required

You will thrive in this position if:

You have the ability to manage multiple projects simultaneously

You feel comfortable navigating remote teams that are working together to plan and activate

You are highly motivated with an ability to thrive in a fluid environment with multiple stakeholders

You are organized with a high attention to detail

You are a strategic thinker with intellectual curiosity and a strong desire to be consistently learning

You possess solid organizational skills and an ability to meet deadlines

You have a strong work ethic with a growth mindset

You possess strong writing skills