Digital Marketing Specialist

Job Description Digital Marketing Specialist Location: Allegan, Michigan Reports To: Director of Marketing Experience: 3-5 years Position Overview We are seeking a hands-on Digital Marketing Specialist to manage day-to-day marketing operations and oversee the digital presence of an established, growing manufacturer serving the commercial construction industry. Reporting to the Director of Marketing, this individual will manage website content, SEO, CRM data, marketing automation, digital and print collateral, and third-party specification platforms. This role combines creative execution, technical marketing, data management, and process improvement. The ideal candidate is organized, detail-oriented, comfortable working independently, and able to manage multiple projects while collaborating with Sales, Engineering, Leadership, and external marketing partners. Experience with AI tools and automation is a plus, as this person will help improve marketing efficiency and maintain reliable workflows. Key Responsibilities Website Management, SEO & Digital Experience Manage daily website updates, including product pages, navigation, forms, FAQs, images, videos, and other content. Execute technical and on-page SEO initiatives, identify website issues, and coordinate improvements with external agencies. Support answer-engine optimization (AEO) by improving FAQ content and evaluating how AI tools represent the company and its competitors. Improve website usability and user experience across pages and forms. Maintain third-party business and product listings. Monitor website traffic and analytics, providing regular performance reports to Sales and Leadership. Content Development, Design & Brand Management Edit, fact-check, and manage technical articles and other marketing content developed by internal teams and external partners. Create and update print and digital marketing materials, including brochures, product guides, installation documents, technical resources, advertisements, flyers, banners, and presentations. Maintain consistent branding across all marketing channels, including design standards, templates, icons, and product naming. Develop, schedule, and publish social media content and graphics. Create monthly newsletters and email campaigns, including template design and audience segmentation. Maintain project feature templates and review content produced by other team members. Lead Management, CRM & Marketing Automation Oversee marketing automations and AI-assisted workflows for routine data processing, lead routing, event registrations, and CRM updates. Review automated outputs regularly, troubleshoot exceptions, and maintain data accuracy. Monitor website inquiries and form submissions, filter spam, and route qualified leads to the appropriate sales representatives. Maintain CRM data quality, including contact records, lists, email bounces, unsubscribes, notes, and event-related imports. Manage incoming leads from third-party platforms and coordinate follow-up outreach. Maintain relationships with external lead-generation and listing-platform providers. Sales Enablement & Training Develop and maintain sales training materials, presentations, and supporting resources. Maintain continuing-education presentations and incorporate feedback from the sales team. Support product calculators and other sales tools, including training resources, access processes, landing pages, and promotional materials. Advise sales representatives on appropriate marketing materials and messaging for architects and other target audiences. Specification Platforms & Technical Content Manage company information and product content across industry specification platforms, online product directories, and technical resource libraries. Maintain and update product specifications, CAD files, technical details, and media kits. Coordinate technical content updates with Engineering and Leadership before publishing approved changes. Track platform performance, including leads, visits, and downloads. Monitor competitor activity and identify opportunities to improve the company's presence across relevant platforms. Events & Trade Shows Support the planning and execution of trade shows, industry events, and internal events. Coordinate event materials, signage, presentations, surveys, logistics, and other promotional resources. Manage post-event lead imports and follow-up marketing campaigns. Planning, Coordination & Continuous Improvement Meet regularly with the Director of Marketing to review priorities, project progress, and performance. Prepare project briefs and coordinate the execution of new marketing initiatives. Participate in AI and marketing initiatives by developing, testing, and maintaining AI tools, prompts, and automated workflows. Keep AI-assisted processes and supporting knowledge current. Document marketing procedures and workflows to improve consistency, efficiency, and scalability. Working Relationships Director of Marketing: Executes strategic initiatives, communicates project progress, and reports on marketing performance. Marketing Team: Provides guidance and feedback on content, design, branding, tools, and processes; reviews work and helps develop team capabilities. Sales: Supports lead handoffs, sales materials, training, and event follow-up. Engineering: Coordinates technical content, product specifications, and performance information. Executive Leadership: Supports broader marketing initiatives and reporting. External Partners: Coordinates website and content agencies, platform providers, and event organizers. Qualifications 3-5 years of professional B2B marketing experience, including website management, digital marketing, and content or design production. Hands-on experience managing websites through a content management system (CMS), including on-page and technical SEO. Experience using a CRM or marketing automation platform, preferably HubSpot, for contact management, email campaigns, and reporting. Strong design skills using Adobe Creative Cloud, particularly InDesign, Illustrator, and Photoshop, with a portfolio of print and digital work. Excellent writing and editing skills, with strong attention to detail when working with technical information and performance data. Ability to manage multiple projects, deadlines, and external vendors with minimal direction. Comfort learning and using AI tools and automation in daily marketing operations. Bachelor's degree in Marketing, Communications, Graphic Design, or a related field, or equivalent professional experience. Preferred Qualifications Experience in building materials, commercial construction, architecture, or manufacturing marketing. Familiarity with industry specification platforms, technical product directories, or continuing-education programs. Experience with SEMrush or similar SEO tools, Google Analytics, and Google Search Console. Experience building or maintaining AI workflows, prompts, or marketing automations. Experience mentoring colleagues or reviewing the work of other team members. Trade show and event coordination experience. Technical Skills CRM and marketing automation platforms, preferably HubSpot. SEO tools, Google Analytics, and Google Search Console. Adobe Creative Cloud, including InDesign, Illustrator, and Photoshop. Microsoft 365. Website content management systems. AI assistants and automation tools. Industry specification platforms and technical product directories. Compensation & Benefits Paid vacation. 401(k) plan with employer match. Health, dental, and vision insurance. Health Savings Account (HSA) with employer contribution match. OtterBase