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Digital Marketing Specialist
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Digital Marketing Specialist
- Grand Rapids, Michigan, United States
- Grand Rapids, Michigan, United States
About
Position Overview The Digital Marketing Specialist is responsible for owning ourdigital ecosystem - website, SEO/SEM, paid media, social media, email marketing, landing pages, marketing technology, and UX/UI – and is accountable for Irwin’s digital presence and performance.
This role sits within the Growth Marketing pillar and is critical to drivingqualifiedpipeline, supporting product launch campaigns, and ensuring that Irwin's digital footprint reflects the quality andexpertiseof the brand. The Digital Marketing Specialistoperatesboth strategically and hands‑on, building the infrastructure today that scales the business tomorrow.
Responsibilities Website Ownership & UX/UI
Own the Irwin website strategy, architecture, content, performance, and ongoing optimization
Lead UX/UI improvements to ensure a best‑in‑class digital experience for architects, consultants, dealers, and endbuyers
Manage the website CMS, content updates, and page builds, including product pages, market landing pages, and campaign microsites
Monitor site health, page speed, Core Web Vitals, and conversion performance; implement improvements proactively
Own Irwin's organic search strategy - keyword research, on-page optimization, technical SEO, and content gap analysis
Manage paid search (Google Ads) and retargeting campaigns - from strategy and budget management through to reporting and optimization
Partner with the Content Manager to develop SEO‑informed content that drives organic traffic across all market segments
Track and report on search performance, SERP rankings, and paid media ROI
Paid Digital
Plan, execute, and optimize paid media campaigns across Google, LinkedIn, and other relevant digital channels
Build and manage retargeting audiences and nurture sequences that convert site visitors into qualified leads
Manage the digital advertising budget and own pipeline‑contribution targets from paid media.
Own the strategy and execution of Irwin's social media presence across LinkedIn, Instagram, and emerging channels
Collaborate with the Content Manager on social content planning and asset production
Manage paid social campaigns and monitor platform performance against reach, engagement, and lead objectives
Email Marketing & Marketing Automation
Own Irwin's email marketing program - newsletters, lead nurture sequences, campaign emails, and triggered communications
Build and manage audience segments within the CRM stack to ensure relevant,timelycommunications (Salesforce, Constant Contact, Craft CMS)
Monitor deliverability, open rates, CTR, and conversion performance; test and optimize continuously
Landing Pages & Campaign Infrastructure
Build and manage campaign landing pages optimized for conversion across all product lines and markets
Own A/B testing strategy for landing pages, CTAs, and email campaigns
Ensure all campaign infrastructure (forms, tracking, UTMs, and integrations) is set up accurately and consistently
Own the digital marketing tools
Build and maintain marketing dashboards that report on pipeline contribution, digital performance, and campaign ROI
Serve as the analytics and reporting backbone for the marketing team, providing insights that drive smarter decisions
Ensure proper tracking, attribution, and data governance across all digital channels
Cross-Functional Collaboration
Partner closely with the Content Manager on SEO content, campaign assets, and social execution
Support Product Launch Managers with digital campaign infrastructure for new product launches
Collaborate with Lead Generation on MQL tracking, digital-to-sales handoff, and pipeline reporting
Qualifications
4+ years of digital marketing experience with demonstrated ownership of website, SEO, and paid media programs
Experience administering a CRM, including list management, lifecycle stages, and basic workflow/automation building. Familiarity with Salesforce preferred
Hands‑on experience managing CMS platforms
Working knowledge of UX/UI principles and conversion rate optimization
Strong analytical skills with the ability to translate data into actionable insights
Experience managing multiple digital channels simultaneously in a B2B environment
Experience with LinkedIn Campaign Manager and paid social advertising preferred
Basic HTML/CSS knowledge for website edits and email template customization preferred
Experience in manufacturing, commercial interiors, or architecture/design industries preferred; Google certification is a plus
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Languages
- English
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