Digital Marketing Specialist

Digital Marketing Specialist

We are seeking a detail-oriented and data-driven Digital Marketing Specialist to support and execute targeted marketing initiatives using Salesforce and other digital platforms. This role will focus on customer segmentation, campaign execution, and performance tracking across digital and in-branch marketing efforts. The ideal candidate is organized, analytical, and comfortable working with customer data to drive measurable marketing results while supporting the bank's community-focused mission.

Essential Functions:

• Salesforce Audience Management & Segmentation: Build and manage targeted customer lists within Salesforce for marketing and advertising purposes. Create dynamic segments based on customer behavior, product usage, demographics, location, and engagement history. Maintain clean and accurate marketing data, including identifying duplicates or data gaps. Coordinate suppression lists and opt-in compliance to ensure regulatory standards are met.
• Campaign Execution & Automation: Assist in the creation, execution, and management of marketing campaigns using Salesforce and integrated marketing platforms. Support automated customer journeys such as onboarding, event follow-ups, and seasonal promotions. Upload and manage campaign content including emails, messaging, and audience targeting parameters. Conduct basic A/B testing on subject lines, messaging, and audiences to improve engagement.
• Digital Advertising & Audience Targeting: Create and manage custom advertising audiences from Salesforce data for use in digital marketing platforms. Coordinate with internal or external partners on campaign launches and audience refinement. Monitor audience performance and make recommendations to improve reach and conversion.
• Reporting & Performance Tracking: Track and report on campaign performance metrics such as open rates, click-through rates, engagement, and conversions. Assist in linking marketing efforts to business outcomes such as account openings, product adoption, or event attendance. Prepare reports and summaries for internal stakeholders and leadership.
• Branch, Event & Community Marketing Support: Support branch-level marketing initiatives by creating location-based customer lists and campaigns. Assist with event invitations, RSVP tracking, and post-event follow-up communications. Coordinate marketing efforts with branch staff to align messaging and timing.
• Internal Coordination & Compliance: Work closely with compliance, IT, and operations teams to ensure marketing efforts meet internal policies and regulatory standards. Assist in documenting marketing processes and best practices related to Salesforce usage. Support internal communications and cross-department marketing initiatives as needed.
• General Marketing Support: Assist the Marketing Manager with additional projects and initiatives as needed. Support ongoing efforts to improve marketing efficiency, targeting, and customer experience.

Performance Factors: Attendance and Dependability: The employee can be depended on to report to work at the scheduled time and is seldom absent from work. Employee can be depended upon to complete work in a timely, accurate, and thorough manner and is conscientious about assignments.

Communication and Contact: The employee communicates effectively both verbally and in writing with superiors, colleagues, and individuals inside and outside of the Bank.

Relationships with Others: The employee works effectively and relates well with others including supervisors, colleagues, and individuals inside and outside the Bank. The employee exhibits a professional manner in dealing with others and works to maintain constructive working relationships.

Education, Experience, and Skills: Bachelor's degree or three to five years of experience in related field. Ability to successfully organize and manage multiple projects and deadlines. Extensive communication and presentation skills – verbal and written.

Americans with Disabilities Specifications Physical Demands: The Physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is required to stand for extended periods of time; walk; sit; use hands to finger, handle, or feel objects, tools or controls; reach with hands and arms; climb stairs; balance; stoop; kneel; crouch; talk; hear; and see. The employee may occasionally be required to lift and/or move up to 25 pounds. I have received and read this job description and acknowledge that I am able to perform the essential functions of this job with or without reasonable accommodation.