Digital Marketing Manager

Digital Marketing Manager

As a Digital Marketing Manager you will work within our Marketing Department to promote Carolina Handling, owning the website as primary function. This position will have significant opportunities for impact to the organization's brand and community presence. A key member of the Marketing team, the Digital Marketing Manager takes full ownership of the company website and leads digital demand capture efforts, providing project management and strategic digital marketing support, and assisting with marketing operations as assigned by the Senior Marketing Manager. Works independently on special projects according to agreed timelines and special requests. Could have direct reports.

Responsibilities

Website Strategy & Ownership

• Own CarolinaHandling.com as a strategic business asset responsible for customer experience, lead generation, search visibility, and digital performance.
• Develop and execute the website roadmap, prioritizing enhancements that improve user experience, engagement, conversion rates, and business outcomes.
• Manage website content governance, ensuring content remains accurate, optimized, on-brand, and aligned with business objectives.
• Partner with internal stakeholders and external development partners to implement website improvements, functionality enhancements, and new digital experiences.
• Monitor website health, accessibility, technical performance, and SEO best practices.

Organic Growth & Demand Capture

• Develop and execute strategies to increase organic traffic, improve search visibility, and generate qualified inbound demand.
• Serve as the subject matter expert for SEO, AEO, GEO, and emerging search technologies.
• Conduct keyword research, content optimization, technical SEO analysis, and competitive benchmarking.
• Collaborate with content creators and subject matter experts to develop search-focused content that supports customer needs and business objectives.
• Continuously identify opportunities to expand Carolina Handling's digital footprint and authority across search and AI-driven discovery platforms.

Conversion Rate Optimization (CRO)

• Lead website and landing page optimization efforts designed to improve visitor engagement and conversion rates.
• Design, build, and optimize landing pages supporting campaigns, product launches, events, and lead generation initiatives.
• Conduct A/B testing and user behavior analysis to identify opportunities for conversion improvement.
• Partner with the Performance Marketing team to maximize paid campaign effectiveness through optimized digital experiences and conversion paths.

Marketing Automation & Email Marketing

• Own HubSpot administration, governance, and optimization.
• Build and manage email marketing campaigns, nurture programs, lifecycle workflows, and audience segmentation strategies.
• Develop lead nurturing programs that accelerate prospect engagement and improve lead-to-opportunity conversion.
• Ensure seamless integration between website forms, CRM systems, marketing automation platforms, and sales processes.
• Maintain lead scoring models and lifecycle stages in partnership with Sales leadership.

Analytics & Business Performance

• Establish and maintain reporting frameworks that measure website performance, lead generation, campaign effectiveness, and pipeline contribution.
• Analyze website, campaign, and customer journey performance using HubSpot, Google Analytics, Search Console, and other marketing technologies.
• Translate complex performance data into actionable recommendations and executive-level insights.
• Monitor industry trends, competitor activity, and emerging technologies to identify opportunities for continuous improvement.

Cross-Functional Leadership

• Serve as a trusted partner to Sales, Recruiting, Product Management, Communications, and Executive Leadership teams.
• Collaborate with internal stakeholders to align digital initiatives with business priorities and revenue goals.
• Manage relationships with external agencies, website development partners, and technology vendors.
• Champion a culture of experimentation, continuous learning, and data-driven decision making across the marketing organization.
• Drive conversion rate optimization (CRO) by designing effective landing pages, testing calls to action, and collaborating with external partners to maximize the impact of paid media and demand capture campaigns
• Monitor digital marketing trends and competitor initiatives, applying insights to continuously improve the organization's digital presence, demand capture strategy, and overall marketing effectiveness

Requirements

All potential hires are subject to pre-employment checks which include but are not limited to background checks, drug screenings, and motor vehicle record checks.

5-7 years' experience in digital marketing, including developing, implementing, and managing campaigns that promote the organization's products and services; candidates from small to medium-sized organizations with broad, cross-functional responsibilities are strongly preferred.

Bachelor's degree in marketing, business, communications or similar required.

Team-oriented, customer-centered drive with a passion to learn in a fast-paced, goal/deadline-driven atmosphere driving digital marketing efforts.

Positive attitude with a high level of accountability, personal drive and strong work ethic as important as experience.

Must be proficient in CMS platforms (Sitecore, WordPress, or Umbraco preferred; adaptability to new systems valued), HubSpot CRM (preferred) or comparable CRM platforms such as Salesforce, Google Analytics, SEO tools, and other digital marketing platforms.

Capability to manage small to complex projects from beginning to end, successfully balance multiple projects, and ensure timely and successful project completion.

Understanding of digital messaging creation, storytelling, and brand development.

Competent in communicating and building relationships throughout the organization, strong verbal and written communication skills.

Comfortable working with a team approach - work with others in pursuing common goals, open to cross-training and learning all facets of our Marketing department.

Adept with assimilating and disseminating information in a professional manner.

Demonstrate analytical and problem-solving skills.

Must be proficient in Microsoft Office products including MS Project, Word, Excel, PowerPoint and Outlook.

Benefits of Joining the Team

Benefits Built For YOU! At Carolina Handling, taking care of Associates is our utmost priority. We are pleased to offer a comprehensive benefit program to protect your health, your family, and your way of life.

Health Benefits: Medical, Dental and Vision Insurance, Prescription Drug Plan.

Financial and Tax-Saving Benefits: Company-paid Disability, Life and AD&D Insurance; 401(k) plan with company match and profit sharing; Flexible Spending Accounts, Health Savings Account, and Dependent Care Account.

Additional Benefits: Critical Illness, Legal Services, Identity Theft Protection, and Pet Insurance.

Company Benefits: Paid Time Off, Employee Assistance Program, Tuition Reimbursement, Milestone & Anniversary Gifts, Philanthropy/ Corporate Contributions, Associate Giving Fund, and Discount Programs.

Comprehensive Perks Package Including:

• Technology and Home Office Setup: This includes a laptop, dual monitors, a docking station, and a wireless keyboard and mouse.
• Flexible Work Arrangements
• Professional Development Opportunities: This includes training programs and tuition reimbursement for further education or certifications.
• Career Growth and Advancement: With opportunities for internal mobility, mentorship programs, and leadership development initiatives, you can take your career to the next level with us.
• Company-sponsored social events and team-building activities.

Physical Requirements & Working Conditions

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 unless it causes undue hardship.

This position is classified as sedentary work, which requires the ability to remain stationary for extended periods while occasionally moving within the office to complete tasks. Physical demands include the ability to frequently lift and/or move objects weighing up to 10 pounds and occasionally up to 25 pounds. Manual dexterity is necessary for computer operation, writing, and handling materials. Clear articulation and voice control are essential for effective communication with both internal and external customers via telephone. Specific vision abilities essential for this role include close vision, peripheral vision, and the ability to adjust focus.

While the role involves regular interaction with internal and external customers in a dynamic office environment, occasional exposure to shop environments and associated hazards may occur. The individual must effectively manage tight deadlines, shifting priorities, and a high volume of information flow while maintaining professionalism. Additionally, handling sensitive and confidential information is part of the job. Standard office equipment such as laptops and smartphones are regularly utilized, and noise levels typically range from low to moderate.

Travel Requirements: Up to 15%

This job description is intended to outline the general nature and level of work being performed by individuals assigned to this position. It is not intended to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel. Management reserves the right to modify, add, or remove duties as necessary to meet business needs. This job description does not