Digital Marketing & Automation Specialist

Job Description

Job Description

About the Role

Northedge Steel is looking for a Digital Marketing & Automation Specialist who can connect digital marketing activity directly to sales results. This role goes beyond generating leads. We are looking for someone who can help manage the full digital customer journey, from the first search or ad click through lead generation, sales engagement, nurturing, reengagement, conversion, and revenue attribution.

You will work closely with our Sales team to ensure leads do not simply enter the CRM and disappear. You will own digital campaigns, SEO, SEM, HubSpot marketing automation, lead nurturing, email and SMS marketing, retargeting, website optimization, and performance reporting.

What You'll Do

Lead Generation & Digital Marketing

● Develop, manage, and optimize Google Ads, Meta campaigns, and other digital campaigns to generate qualified leads

● Manage SEO and SEM strategy, including keyword research, website optimization, content opportunities, and organic search performance

● Continuously test audiences, messaging, landing pages, and campaign strategies to improve lead quality and ROI

● Create and optimize landing pages and conversion paths to improve lead capture

● Track lead source and lead quality through HubSpot to understand which marketing efforts are producing opportunities and revenue

CRM, Lead Nurturing & Marketing Automation

● Own marketing engagement for leads that Sales places into nurture

● Build automated email and SMS nurture campaigns that keep Northedge Steel top of mind and return qualified prospects to Sales when they are ready to move forward

● Segment leads based on interests, behaviors, sales stage, engagement, project timing, and other relevant criteria

● Develop reengagement strategies for older leads and appropriate Closed Lost opportunities

● Build and manage HubSpot workflows, lists, lifecycle stages, triggers, segmentation, and marketing automation

● Monitor engagement and buying signals to identify opportunities that should be returned to Sales for direct follow up

Sales & Marketing Alignment

● Work closely with Sales to understand the pipeline, customer questions, objections, buying timelines, and reasons opportunities stall

● Support leads actively being worked by Sales with relevant, value add marketing throughout the buying process

● Develop targeted email and SMS campaigns that educate prospects and help Sales move opportunities forward

● Create marketing content around project planning, site preparation, product education, FAQs, customer projects, testimonials, and other resources that support the buying decision

● Establish a clear feedback loop between Sales and Marketing so campaign strategy reflects what the Sales team is seeing and hearing from customers

HubSpot, Analytics & Reporting

● Maintain and optimize HubSpot as the connection point between Marketing and Sales

● Track the customer journey from lead source through qualification, opportunity, nurture, reengagement, conversion, and revenue

● Build dashboards and reports that provide visibility into marketing performance and pipeline impact

● Measure lead quality, conversion rates, nurture performance, reengagement, campaign ROI, and revenue attribution

● Identify where leads are dropping out of the funnel and recommend strategies to improve conversion

● Maintain accurate CRM data and continually improve processes, automation, and workflows

Website & Digital Experience

● Maintain and improve the Northedge Steel website with current products, content, resources, and company information

● Work with web developers or CMS platforms such as WordPress to maintain site performance and responsiveness

● Create and optimize landing pages supporting advertising campaigns, SEO, and lead generation

● Use website and CRM analytics to identify opportunities to improve the customer journey and conversion rate

What We're Looking For

● Proven experience in digital marketing, demand generation, lifecycle marketing, marketing technology, or a related role

● Hands on experience with HubSpot or a comparable CRM and marketing automation platform

● Experience building automated email campaigns, nurture sequences, workflows, segmentation, and lifecycle marketing

● Experience managing Google Ads, Meta campaigns, and other paid digital campaigns

● Strong understanding of SEO, SEM, website optimization, and digital lead generation

● Experience with Google Analytics and other digital reporting tools

● Strong analytical skills with the ability to connect marketing metrics to sales and revenue results

● Strong written communication skills and the ability to create clear, valuable customer messaging

● Comfort working closely with Sales and using Sales feedback to adjust marketing strategy

● Ability to manage multiple campaigns, projects, and priorities simultaneously

● Experience in construction, manufacturing, home improvement, or another considered purchase industry is a plus, but not required

What Success Looks Like

Success in this role is not measured simply by website traffic, clicks, impressions, or the number of leads generated. We want to understand what happens after the lead comes in.

You will help us generate better leads, nurture prospects who are not ready to buy, support active opportunities with relevant marketing, reengage potential customers, and give our Sales team better visibility into customer engagement.

Ultimately, this role will help Northedge Steel build a more connected Marketing and Sales engine where digital marketing activity can be tied to pipeline growth, conversions, and revenue.