Digital Marketing Specialist - Agent Marketing

Overview Being good neighbors – helping people, investing in our communities, and making the world a better place – is who we are at State Farm. It is at the core of how we operate and the reason for our success. We're moving with urgency to become a Next Gen Good Neighbor, with technology that strengthens human connections and enhances the customer experience. As an employee, you'll spend less time navigating systems and more time applying judgment, empathy, and expertise in the moments that matter most. Location: Bloomington, IL; Dunwoody, GA; Tempe, AZ and Richardson, TX Hybrid: Qualified candidates living within commutable distance of a hub location listed above should plan to spend time working from home and working in the office as part of our hybrid work environment. Preference will be made for candidates assigned to one of the listed locations. Remote: Qualified candidates living outside of commutable distance to any of the hub locations may be considered for 100% remote work arrangements based on where a candidate currently resides or is currently located. Responsibilities We are seeking a results-driven Digital Marketing Specialist to join our Agent Marketing Digital and Social Programs team, with primary responsibility for Paid Search and Search Engine Optimization (SEO) . This role will help lead the strategy, execution, performance management, and ongoing evolution of agent-level search programs designed to drive measurable business results. The role requires strong Paid Search and SEO expertise, including the ability to actively monitor performance, evaluate bid and budget strategies, identify optimization opportunities, develop testing roadmaps, and translate performance data into actionable recommendations. You will work closely with internal stakeholders, analytics partners, and external agencies to ensure programs are effectively executed, optimized, and delivering against established business and performance goals. While Paid Search and SEO are the primary focus, this role sits within a broader Digital and Social Programs team. The ideal candidate understands how Search works alongside Paid and Organic Social, Display and Programmatic Media, Streaming Audio and Video, Connected TV, Demand Generation, and other emerging digital channels to create an effective, integrated digital marketing strategy. The ideal candidate is equal parts strategic, analytical, and hands-on. Success requires curiosity, strong digital media expertise, comfort working with performance data, effective vendor management, and the ability to operate in a complex, matrixed environment. Key Responsibilities Paid Search Strategy, Execution and Performance Management Develop and manage agent-level Paid Search strategies aligned to business objectives, customer needs, budgets, and performance KPIs. Actively monitor campaign performance, budget pacing, bids, conversion trends, lead volume and quality, and other key indicators to identify issues and opportunities. Partner with agency teams on campaign setup, keyword and audience strategy, bidding, budgets, creative, landing pages, targeting, and ongoing optimization. Analyze performance across campaigns, markets, audiences, and tactics to understand what is driving results and recommend actions to improve efficiency and business outcomes. Develop and manage testing roadmaps across campaign structures, bidding strategies, audiences, creative, landing pages, and emerging search capabilities. Evaluate new search technologies, AI-driven capabilities, platforms, and tactics and determine opportunities for testing and broader program adoption. Hold agency and media partners accountable for proactive performance management, optimization, accurate execution, and measurable results. SEO Strategy and Performance Support the development and execution of agent-level SEO strategies designed to improve organic search visibility, local discoverability, traffic, and consumer actions. Monitor SEO performance and identify opportunities and issues across technical SEO, local search, content, listings, and on-page optimization. Partner with internal teams and external vendors to prioritize and implement SEO improvements based on expected business impact. Use search trends, keyword insights, competitive information, and performance data to inform SEO recommendations and program evolution. Monitor changes to search engines, algorithms, AI-powered search experiences, and consumer search behavior and assess potential implications for Agent Marketing. Establish testing and measurement approaches to understand the impact of SEO enhancements and translate findings into actionable recommendations. Digital Media Strategy and Integration Understand how Paid Search and SEO work within the broader consumer journey and recommend opportunities to integrate Search with other digital channels. Apply working knowledge across Paid and Organic Social, Display/Programmatic, Demand Generation, Connected TV, Streaming Audio and Video, YouTube, and other digital media channels to inform integrated strategies and investment decisions. Evaluate channel roles, audience strategies, objectives, and performance to identify opportunities for stronger coordination across the digital portfolio. Support agent-level integration of enterprise campaigns and key marketing moments, ensuring Search and other digital tactics effectively extend broader campaigns into local markets. Stay current on emerging digital media capabilities, platforms, AI-driven advertising solutions, and changes in consumer search and media behavior. Measurement, Optimization and Insights Use analytics and reporting to identify performance drivers, diagnose issues, and recommend actions to improve campaign and program performance. Monitor media investment, budget pacing, forecasts, and performance against established goals. Evaluate metrics including CPC, CTR, conversion rate, cost per lead/acquisition, lead volume and quality, impression share, organic visibility, traffic, and consumer actions. Partner with analytics teams to strengthen conversion tracking, attribution, measurement, and reporting. Translate complex performance data into clear insights, recommendations, and business implications for internal stakeholders and leadership. Develop reporting that moves beyond what happened to explain why it happened, what action should be taken, and what should be tested next. Vendor and Partner Management Manage relationships with media, technology, SEO, analytics, and other external partners. Provide clear strategic direction and hold partners accountable for performance, execution quality, proactive optimization, timelines, and deliverables. Critically evaluate vendor recommendations rather than relying solely on agency interpretation of performance. Support vendor evaluations, scopes of work, success metrics, and deliverables as needed. Ensure partners comply with brand, privacy, data-handling, and other applicable requirements. Manage project timelines, approvals, stakeholder inputs, and documentation across multiple initiatives. Cross-Functional Collaboration Partner with internal teams across Marketing, Analytics, Brand, Creative, Compliance, Technology, Product, and Operations to execute and evolve Paid Search, SEO, and broader digital initiatives. Translate business needs into clear digital marketing strategies and requirements for internal and external partners. Communicate program performance, opportunities, risks, and recommendations to stakeholders and leadership. Balance day-to-day program management with longer-term testing, innovation, and strategic program evolution. Qualifications Bachelor’s degree required. 3+ years of professional experience in digital marketing, digital media, Paid Search, SEO, or performance marketing. Demonstrated Paid Search expertise, including campaign strategy, setup, keyword strategy, bidding, budgeting, pacing, testing, optimization, and performance analysis. Experience with major search advertising platforms such as Google Ads and Microsoft Advertising, including familiarity with automated bidding, AI-powered campaign capabilities, and evolving search products. Strong understanding of SEO, including technical SEO, local search, keyword strategy, on-page optimization, content considerations, organic performance measurement, and search engine best practices. Strong understanding of digital performance metrics and the ability to diagnose performance issues and recommend appropriate actions. Experience developing structured testing strategies and using results to inform optimization and future investment decisions. Highly analytical with the ability to translate large or complex performance datasets into clear insights and recommendations. Experience managing media budgets and evaluating investment efficiency and business outcomes. Strong vendor and agency management experience, with the ability to challenge recommendations, provide strategic direction, and hold partners accountable for results. Working knowledge of complementary digital channels, including Paid and Organic Social, Display and Programmatic Media, Demand Generation, Connected TV, Streaming Audio and Video, YouTube, and local digital media. Understanding of how Paid Search, SEO, and other digital channels work together across the consumer journey. Curiosity and working knowledge of emerging digital and AI-driven advertising capabilities and their potential impact on Search and digital marketing. Proven ability to manage multiple complex initiatives, priorities, budgets, and partners simultaneously. Excellent written and verbal communication skills, including the ability to present performance, insights, risks, and recommendations to varied audiences. Ability to work independently while collaborating effectively across a cross-functional, matrixed organization. Strategic mindset with strong initiative, attention to detail, sound judgment, and a focus on measurable business outcomes. Items of Note May require travel via commercial transportation or motor vehicles. May work irregular hours, including weekends and holidays, based on campaign needs. Responsible for handling and maintaining confidential and highly sensitive information. Our Benefits Because work-life balance is a priority at State Farm, compensation is based on our standard 38:45-hour work week! Potential starting salary range: $97,000 - $123,000 Starting salary will be based on skills, background, and experience High end of the range limited to applicants with significant relevant experience Potential yearly incentive pay up to 15% of base salary At State Farm, we offer more than just a paycheck. Check out our suite of benefits designed to give you the flexibility you need to take care of you and your family! Get Paid! On top of our competitive pay, you are eligible for an annual raise and bonus. Stay Well! Focus on you and your family’s health with our robust health and wellbeing programs. State Farm pays most of your healthcare premium, and we offer multiple healthcare plan options, including a high deductible plan. All medical plans provide 100% coverage for in-network preventative care, AND you and your family have access to vision, dental, telemedicine, 24/7 mental health professionals, and much more! Develop and Grow! Take advantage of educational benefits like industry leading training programs, top-notch tuition assistance programs, employee resource groups, and mentoring. Plan Ahead! Plan for those big moments in life with benefits like fertility/IVF/adoption assistance, college coaching, national discount programs, interactive monthly financial workshops, free financial coaching, and more. You can also start a savings account or consider financing through our State Farm Federal Credit Union! Take a Little "You" Time! You will have access to our generous time off policies designed so you can plan around holidays, family events, volunteering, or just to take a relaxing day off. With the opportunity to initially earn up to 20 days annually plus parental leave, paid holidays, celebration day, life leave (40 hours/year), bereavement leave, and community service/education support days, there will be plenty of time for you! Give Back! We offer several ways to give back through our Matching Gift Program, Good Neighbor Grant Program, and the Employee Assistance Fund. Finish Strong! Plan for retirement using free financial advisors and a 401(k) plan with company contributions of up to 7% of your salary. Visit our State Farm Careers page for more information on our benefits, locations, and the hiring process of joining the State Farm team! Remote: Qualified candidates (outside of hub locations listed below) may be considered for 100% remote work arrangements based on where a candidate currently resides or is currently located. Hybrid: Qualified candidates (in or near hub locations listed below) should plan to spend time working from home and some time working in the office as part of our hybrid work environment. Hub locations: Dunwoody, GA; Richardson, TX; Tempe, AZ; or Bloomington, IL Sponsorship : Applicants are required to be eligible to lawfully work in the U.S. immediately; employer will not sponsor applicants for U.S. work authorization (e.g. H-1B visa) for this opportunity. For Los Angeles candidates: Pursuant to the Los Angeles Fair Chance Initiative for Hiring, we will consider for employment qualified applicants with criminal histories. For San Francisco candidates: Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records. For Colorado, Hawaii and Washington State candidates: Salary range: $106,700 - $135,300 Application deadline is expected to close on 9/23/2026. Applicant volume and hiring needs may result in early closure or extension beyond the listed deadline. For California, New York, and CT candidates: Potential salary range: $121,250 - $153,750 Potential yearly incentive pay: up to 15% of base salary Competitive Benefits, including: 401k Plan Health Insurance Dental/Vision plans Life Insurance Paid Time Off Annual Merit Increase Tuition Reimbursement Health Initiatives For more details, visit our benefits summary page. #J-18808-Ljbffr State Farm