Marketing Specialist

Job Description

Job Description

Position Overview

The Marketing Specialist is responsible for independently developing and executing many of Wachtel Tree Science's day-to-day marketing initiatives while supporting broader company growth objectives.

This position combines digital marketing, content development, lead generation, traditional marketing, analytics, project management, and brand stewardship. The Marketing Specialist assumes direct responsibility for marketing activities that may otherwise be performed by an external marketing company, while utilizing outside specialists or vendors when their expertise provides value.

Work Arrangement: The Marketing Specialist is expected to work primarily onsite during the initial employment and training period to develop relationships throughout the company and gain a strong understanding of Wachtel Tree Science's services, clients, culture, employees, and the “Wachtel Way”.  Once sufficient knowledge and integration have been demonstrated, a hybrid work arrangement may be considered based on business needs, performance, and the requirements of the position.

Essential Functions

Marketing Planning & Campaign Execution

• Develop and execute marketing campaigns aligned with company priorities, seasonal service needs, geographic territories, and business objectives.
• Create annual and seasonal marketing calendars and manage campaigns from concept through execution.
• Collaborate with the Leadership and Sales teams to identify marketing opportunities based on workload, client needs, service priorities, and growth opportunities.
• Develop targeted campaigns for existing clients, prospective clients, specific services, and geographic markets.
• Coordinate internal resources and outside vendors necessary to execute marketing initiatives.
• Evaluate which marketing activities should be performed internally versus outsourced.

Digital Marketing & Lead Generation

• Develop and execute digital campaigns designed to generate qualified leads and increase brand awareness.
• Manage or actively oversee paid digital advertising, including search and social advertising.
• Monitor campaign performance and adjust targeting, messaging, placement, and spending based on results.
• Manage local business listings and other digital platforms affecting Wachtel Tree Science's visibility.
• Develop retargeting and follow-up campaigns when appropriate.
• Collaborate with Sales team to evaluate lead quality and improve marketing-to-sales handoffs.

Website, SEO & Content

• Manage website content and recommend improvements to usability, client experience, conversion, and search visibility.
• Apply SEO best practices to website pages, articles, and other digital content.
• Develop content based on seasonal tree care needs, client questions, company expertise, and search behavior.
• Write and/or coordinate blog articles, email campaigns, social media content, newsletters, service information, and other client communications.
• Work with Wachtel Tree Science's arborists and other subject-matter experts to transform technical knowledge into useful, understandable client education.
• Maintain an organized content calendar.

Social Media & Community Engagement

• Manage Wachtel Tree Science's presence across appropriate social media platforms.
• Develop, schedule, and publish engaging content.
• Monitor comments, messages, reviews, and other online engagement and coordinate appropriate responses.
• Identify opportunities to highlight Wachtel Tree Science employees, expertise, projects, history, community involvement, and company culture.
• Develop relationships with appropriate community organizations and identify opportunities to strengthen local brand awareness.
• Attend selected events as a representative of Wachtel Tree Science

Client Retention & Relationship Marketing

• Develop marketing initiatives designed to strengthen relationships with existing clients and encourage appropriate recurring services.
• Coordinate client review campaigns and other reputation-management efforts.
• Develop seasonal client education and follow-up communications.
• Utilize available client and CRM information to improve campaign targeting and relevance.
• Support campaigns promoting recurring plant health care, maintenance, and other appropriate tree care programs.

Branding & Traditional Marketing

• Maintain consistency of the Wachtel Tree Science brand across digital and physical channels.
• Develop or coordinate brochures, direct mail, advertisements, signage, vehicle graphics, promotional materials, and other marketing assets.
• Coordinate photography and video initiatives.
• Manage promotional merchandise, sponsorships, trade shows, and community marketing opportunities.
• Manage relationships with designers, printers, photographers, media partners, and other marketing vendors as appropriate.

Analytics & Reporting

• Establish and monitor meaningful marketing metrics, including website traffic, lead sources, conversions, campaign performance, engagement, and advertising results.
• Utilize available analytics and CRM information to evaluate marketing effectiveness.
• Prepare regular reports summarizing results, trends, opportunities, and recommended adjustments.
• Work toward connecting marketing activity to qualified leads, appointments, sales opportunities, and revenue where reliable data is available.
• Use data to recommend changes in marketing priorities and spending.

Marketing Budget & Vendor Management

• Assist leadership in developing the annual marketing budget.
• Monitor marketing expenditures and evaluate return on marketing investments.
• Manage external marketing vendors and contractors used for specialized services.
• Recommend when services should be brought in-house, outsourced, expanded, reduced, or discontinued.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, or related field preferred; equivalent experience will be considered.
• Three or more years of progressive marketing experience preferred, particularly in a service-based organization.
• Demonstrated experience independently executing marketing campaigns.
• Experience with digital advertising, social media management, email marketing, SEO, and website content management.
• Working knowledge of web analytics, digital advertising platforms, CRM systems, and marketing performance metrics.
• Strong writing, editing, and content-development skills.
• Experience with graphic design tools such as Canva or Adobe products beneficial.
• Experience marketing professional, home, environmental, landscape, or other service-based businesses is beneficial.

• Commitment to continuous learning and professional development.