Digital Marketing Manager

Oversees HTB digital strategy, marketing operations, creative direction and staff responsbile for those duties. This role blends strategic thinking with hands-on execution across email, content, web, automation, and CRM to drive measurable pipeline and revenue growth. This position will work cross-functionally with sales, design, and product to build repeatable systems that turn prospects into customers. Key Responsibilities / Essential Functions Reasonable accommodations may ben made to enable individuals with disabilities to perform the essential functions. Coordinate with marketing team to determine integrated marketing strategy in alignment with company goals and vision through digital channels including email, web, automation, and CRM. Design and implement ROI driven campaigns across channels including marketing automation, email, website, digital ads, SEO, and CRM. Set up tracking, UTMs, and dashboards to measure campaign performance across all channels. Own organic search strategy including keyword research, on page CEO, site architecture, and backlink strategy. Monitor and optimize AI-driven search and answer engines to support visibility through these emerging channels. Build and maintain attribution reporting that connects all marketing activity to pipeline and revenue outcomes (cost per lead, cost per acquisition, marketing influenced). Create and provide reporting including analytics from a variety of sources (Google Analytics, Google Data Studio/Looker Studio, HubSpot, CRM reports, etc.), translating data into clear recommendations for leadership. Own day-to-day management of the company website, including content updates, landing pages, and optimize pages for conversions. Build and maintain automated workflows and continually test to improve efficiency and conversion rates at every stage. Apply CRO best practices (page speed, form design, messaging, mobile experience) to continuously optimize website and campaign performance. Collaborate with marketing team to maintain customer-facing collateral such as one-pagers, presentations, email templates, and campaign toolkit, ensuring consistency with brand and compliance standards. Collaborate on the holistic customer experience strategy with internal partners and other members of the marketing team to ensure all content is optimized and consistent across all platforms and user experiences. Manage digital platforms and relationships with outside agencies and vendors including scoping work, managing budgets, and holding partners accountable to KPIs. Serve as primary point of contact for the website vendor(s) and coordinate major and minor site upgrades (content and programming) with appropriate IT and internal staff. Provide leadership of assigned team by leading efforts in recruitment, interviewing, and training employees. Plan, assign, and direct departmental work that aligns with the Company's strategic direction. Set realistic and measurable performance goals and ensure employees have appropriate professional development opportunities. Effectively manage performance by providing consistent feedback and assisting employees in meeting established company standards and expectations. Coordinate interdepartmental goals to ensure alignment with company goals and vision. Maintain confidentiality and security of sensitive information. Adhere to all corporate policies and procedures, Federal and State regulations, and laws. Complete all mandatory annual compliance training. Follow regulatory requirements including those pertaining to the Bank Secrecy Act (BSA), Anti-Money Laundering (AML), Customer Identification Program (CIP), and OFAC to assist in the identification, detection, and determent of money laundering and other unlawful activities, as well as regulations pertaining to lending and consumer compliance to include fair lending laws. Perform other duties and special projects as assigned. Job Requirements Education: Bachelor’s degree in Marketing, Communications, Marketing Statistics, Writing, Design, Digital Communications, or other liberal arts area. Required: 8+ years of professional marketing experience. Experience using HubSpot Marketing Hub automation platform including landing page, email, workflow, and list creation, or similar platform, and willingness to quickly obtain HubSpot certification if automation experience is with different platform. In-depth experience in advertising through Google Ads, Facebook, and LinkedIn. Ability to act as a brand champion for the HTB brand, ensuring consistent treatment and use of the brand across all channels and outlets. Understanding of data integrations and automation. Problem-solving skills. Excellent written and verbal communication skills. Proficient in Microsoft Office products. Preferred: Certifications in digital marketing platforms like Google, HubSpot, Microsoft Dynamics, etc... Leadership of teams and vendor management experience. Knowledge of banking products and services. About HomeTrust Bank HomeTrust Bank, founded in 1926, is a North Carolina chartered, community-focused financial institution committed to providing value-added community banking through online/mobile channels and multiple locations in Virginia, North Carolina, South Carolina, Tennessee, and Georgia. Learn more at Work Environment, Physical Requirements The physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. HomeTrust Bank promotes an equal employment opportunity workplace which includes reasonable accommodation of qualified applicants and employees. This job operates in a professional office environment and routinely uses standard office equipment such as computers, phones, photocopiers, and scanners. Specific vision abilities required by this position include close vision, distance vision, and the ability to adjust focus. Physical activity requiring reaching, sifting, lifting to 25 lbs., finger dexterity, grasping, feeling, repetitive motions, talking and hearing are required. The employee will frequently communicate and must be able to exchange accurate information with others. The employee may need to move around their office to attend meetings and to access files, machinery, or other job-related tools. DISCLAIMER: HomeTrust Bank is an evolving company. As such this job description is not necessarily an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job. While this is intended to be an accurate reflection of the current job, management reserves the right to revise the job or to require that other or different tasks be performed as assigned. HomeTrust Bank's policy is to provide equal employment opportunities to all persons regardless of race, color, religion, sex (including sexual orientation and gender identity), national origin, age, disability, genetic information, protected veteran status, or any other characteristic protected by federal law. Employment decisions will be based on valid job requirements and business needs, and we administer personnel actions (including recruitment, selection, promotion, compensation, benefits, transfers, layoffs, training, and social/recreation programs) without discrimination on any prohibited basis. Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor. Job Summary Oversees HTB digital strategy, marketing operations, creative direction and staff responsbile for those duties. This role blends strategic thinking with hands-on execution across email, content, web, automation, and CRM to drive measurable pipeline and revenue growth. This position will work cross-functionally with sales, design, and product to build repeatable systems that turn prospects into customers. Key Responsibilities / Essential Functions Reasonable accommodations may ben made to enable individuals with disabilities to perform the essential functions. Coordinate with marketing team to determine integrated marketing strategy in alignment with company goals and vision through digital channels including email, web, automation, and CRM. Design and implement ROI driven campaigns across channels including marketing automation, email, website, digital ads, SEO, and CRM. Set up tracking, UTMs, and dashboards to measure campaign performance across all channels. Own organic search strategy including keyword research, on page CEO, site architecture, and backlink strategy. Monitor and optimize AI-driven search and answer engines to support visibility through these emerging channels. Build and maintain attribution reporting that connects all marketing activity to pipeline and revenue outcomes (cost per lead, cost per acquisition, marketing influenced). Create and provide reporting including analytics from a variety of sources (Google Analytics, Google Data Studio/Looker Studio, HubSpot, CRM reports, etc.), translating data into clear recommendations for leadership. Own day-to-day management of the company website, including content updates, landing pages, and optimize pages for conversions. Build and maintain automated workflows and continually test to improve efficiency and conversion rates at every stage. Apply CRO best practices (page speed, form design, messaging, mobile experience) to continuously optimize website and campaign performance. Collaborate with marketing team to maintain customer-facing collateral such as one-pagers, presentations, email templates, and campaign toolkit, ensuring consistency with brand and compliance standards. Collaborate on the holistic customer experience strategy with internal partners and other members of the marketing team to ensure all content is optimized and consistent across all platforms and user experiences. Manage digital platforms and relationships with outside agencies and vendors including scoping work, managing budgets, and holding partners accountable to KPIs. Serve as primary point of contact for the website vendor(s) and coordinate major and minor site upgrades (content and programming) with appropriate IT and internal staff. Provide leadership of assigned team by leading efforts in recruitment, interviewing, and training employees. Plan, assign, and direct departmental work that aligns with the Company's strategic direction. Set realistic and measurable performance goals and ensure employees have appropriate professional development opportunities. Effectively manage performance by providing consistent feedback and assisting employees in meeting established company standards and expectations. Coordinate interdepartmental goals to ensure alignment with company goals and vision. Maintain confidentiality and security of sensitive information. Adhere to all corporate policies and procedures, Federal and State regulations, and laws. Complete all mandatory annual compliance training. Follow regulatory requirements including those pertaining to the Bank Secrecy Act (BSA), Anti-Money Laundering (AML), Customer Identification Program (CIP), and OFAC to assist in the identification, detection, and determent of money laundering and other unlawful activities, as well as regulations pertaining to lending and consumer compliance to include fair lending laws. Perform other duties and special projects as assigned. Job Requirements Education: Bachelor’s degree in Marketing, Communications, Marketing Statistics, Writing, Design, Digital Communications, or other liberal arts area. Required: 8+ years of professional marketing experience. Experience using HubSpot Marketing Hub automation platform including landing page, email, workflow, and list creation, or similar platform, and willingness to quickly obtain HubSpot certification if automation experience is with different platform. Working knowledge of an experience in HTML/CSS/JavaScript, WordPress (website content management system). In-depth experience in advertising through Google Ads, Facebook, and LinkedIn. Ability to act as a brand champion for the HTB brand, ensuring consistent treatment and use of the brand across all channels and outlets. Understanding of data integrations and automation. Problem-solving skills. Excellent written and verbal communication skills. Proficient in Microsoft Office products. Preferred: Certifications in digital marketing platforms like Google, HubSpot, Microsoft Dynamics, etc... Leadership of teams and vendor management experience. Data-driven marketing experience. Knowledge of banking products and services. About HomeTrust Bank HomeTrust Bank, founded in 1926, is a North Carolina chartered, community-focused financial institution committed to providing value-added community banking through online/mobile channels and multiple locations in Virginia, North Carolina, South Carolina, Tennessee, and Georgia. Learn more at Work Environment, Physical Requirements The physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. HomeTrust Bank promotes an equal employment opportunity workplace which includes reasonable accommodation of qualified applicants and employees. This job operates in a professional office environment and routinely uses standard office equipment such as computers, phones, photocopiers, and scanners. Specific vision abilities required by this position include close vision, distance vision, and the ability to adjust focus. Physical activity requiring reaching, sifting, lifting to 25 lbs., finger dexterity, grasping, feeling, repetitive motions, talking and hearing are required. The employee will frequently communicate and must be able to exchange accurate information with others. The employee may need to move around their office to attend meetings and to access files, machinery, or other job-related tools. DISCLAIMER: HomeTrust Bank is an evolving company. As such this job description is not necessarily an exhaustive list of all responsibilities, duties, skills, efforts, requirements or working conditions associated with the job. While this is intended to be an accurate reflection of the current job, management reserves the right to revise the job or to require that other or different tasks be performed as assigned. HomeTrust Bank's policy is to provide equal employment opportunities to all persons regardless of race, color, religion, sex (including sexual orientation and gender identity), national origin, age, disability #J-18808-Ljbffr