Digital Lead Generation & Content Specialist

Position Summary

This role exists to create, manage, and optimize digital content and lead-generation campaigns across web, email, social, paid channels, and other digital platforms. It blends creative storytelling, digital strategy, content creation, design, analytics, and channel management; supports end-to-end campaign execution from concept through optimization; and requires a data-informed candidate who can move between ideation, execution, and analysis.

Essential Functions: What You’ll Do

Content Strategy Develop creative concepts and messaging strategies for sales driving, lead-generation campaigns across web, email, social, and paid channels. Write persuasive, audience-focused copy for ads, landing pages, social media, email campaigns, web content, and other digital content. Conduct keyword research and apply SEO and AIO best practices to improve organic visibility and content performance. Partner with internal subject matter experts to translate complex or technical information into clear, compelling content.

Digital Strategy & Campaign Management Manage and execute digital content strategies and campaigns aligned with organizational goals and marketing priorities. Maintain digital campaign calendars across channels. Support the web designer in making improvements to the website for SEO, AIO, and digital optimization. Continuously improve content performance through testing, optimization, and audience insights. Stay current on digital advertising trends, platform updates, AI, and emerging lead-generation tactics.

Collaboration & Project Management Partner with designers, developers, and external vendors to bring digital initiatives to life. Manage multiple projects while maintaining deadlines, quality standards, and attention to detail. Collaborate with marketing team members and other stakeholders to support broader digital initiatives.

Design & Production Design visual assets, including digital ads and graphics, using Adobe Creative Suite or similar tools. Ensure creative assets align with brand guidelines and maintain visual consistency across all channels. Proofread work and maintain accuracy.

Performance & Optimization Monitor digital performance metrics, including website traffic, engagement, conversions, email performance, and social media analytics. Use tools such as Google Analytics, marketing automation platforms, and reporting dashboards to evaluate content effectiveness. Translate performance data into actionable recommendations to improve future campaigns and content strategies. Monitor key campaign metrics such as conversions, cost-per-lead, click-through rate, and engagement, and use findings to improve lead quality and campaign ROI. Test and iterate on messaging, creative, and design elements to improve campaign performance.

Required Qualifications

Experience: 2+ years of experience creating digital content, managing digital channels, or digital marketing campaigns. Education: Bachelor’s degree in communications, Marketing, Digital Marketing, Digital Media, or a related field. Certifications: None required. Technical Skills:

Exceptional writing, editing, proofreading, and storytelling skills. Ability to adapt messaging for different audiences and platforms. Experience managing digital/web content through a CMS platform such as WordPress, HubSpot, or similar. Experience creating digital assets using Adobe Creative Suite or similar platforms. Proficiency with Microsoft Office applications, including Word, PowerPoint, and Excel. Experience with email marketing platforms and marketing automation tools such as HubSpot. Familiarity with paid social or search advertising platforms such as Meta Ads and Google Ads.

Preferred Qualifications

Experience with SEO, AIO, content optimization, and digital marketing best practices. Understanding of user testing and customer experience best practices. Experience working with a CMS, CRM, analytics, or marketing technology platforms. Portfolio demonstrating examples of digital content, campaigns, websites, social media, or multimedia projects. Nice-to-have experience: broader digital marketing, campaign optimization, and channel management experience. Industry knowledge: digital advertising, web content, social media, email marketing, and lead-generation strategy. Desirable but not required certifications: none specified. Core Competencies

Communication Collaboration Customer Focus Problem Solving Accountability Adaptability Continuous Learning Working Conditions:

The conditions below describe the typical work environment and physical or schedule-related demands of the role. They reflect the essential functions of the position as normally performed, with or without additional accommodation. Delta Dental of Virginia provides reasonable accommodations consistent with applicable laws. ☒ Office-based work environment in a Delta Dental of Virginia office location ☒ Hybrid or remote work environment, requiring a home or other private work environment ☒ Regular use of a computer, phone, headset, or other standard office equipment ☒ Regular verbal and written communication with employees, customers, vendors, or others ☒ Extended periods of work involving sitting, typing, or reading from a screen ☒ Occasional movement within an office or between work areas ☒ Frequent travel to office and/or customer locations, using a reliable means of transportation ☒ Occasional lifting, carrying, pushing, or pulling up to

15

pounds ☒ Occasional bending, reaching, kneeling, or stooping ☒ Occasional evening, weekend, nonstandard hours, or travel based on business needs Why Delta Dental of Virginia:

Delta Dental of Virginia is one of 39 member companies who are part of Delta Dental Plans Association - the nation's largest dental benefits provider association in the country. Delta Dental of Virginia has more than 5400 network dentists and currently serves more than two million members. Guided by our mission to create healthy smiles, we strengthen our communities through employee volunteerism, education and by providing access to quality oral healthcare. For more information, visit DeltaDentalVA.com or our Delta Dental of Virginia Foundation webpage at DeltaDentalVA.com/foundation. Benefits that Matter:

We believe investing in our people is central to fulfilling our mission. We offer competitive base compensation, and our robust benefits package is a true reflection of our values, because we believe everyone deserves a healthy smile, starting with our own team. The salary range for this role is $54,000 - $78,650 annually. This range reflects base salary only; additional bonus and incentive opportunities are available. Placement within the range is commensurate with the skills, experience, and contributions each candidate brings to the role. Here's how our Total Rewards Philosophy is reflected in the benefits and support we offer eligible team members in addition to base salary: Annual Incentive Plan opportunity available to all team members, empowering you to share in our success Comprehensive health coverage including Medical, Dental, Vision, Pharmacy, Life, and AD&D insurances 24/7 On-Demand TextCare: Fast, text-based access to board-certified medical providers for you and your loved ones. Available anytime, anywhere, with responses in under five minutes. A robust 401(k) program with company matching and annual discretionary Profit Sharing contributions Flexible hybrid/remote work options available for most roles Generous paid time off programs including holidays, Paid Time Off (PTO), Volunteer Time Off (VTO), and an extra day off to celebrate your birthday Employee Assistance and Health and Wellness programs, including an onsite fitness center for team members working onsite Voluntary Benefits such as Critical Illness and Accident coverage, Pet Insurance and Legal Resources Flexible Spending Accounts (FSA) and Health Savings Accounts (HSA) to support your financial wellbeing Professional development, Tuition Reimbursement, and Educational Assistance programs to fuel your growth A culture where your work contributes to healthier communities and more smiles every day Equal Opportunity Employer Delta Dental of Virginia is committed to creating an inclusive workplace and providing equal employment opportunities for all qualified applicants. Disclaimer This description provides general information regarding the functions of this job role, and the general nature and level of work associated with it. It should not be interpreted to describe all duties that may be required, nor should it be used to limit the nature and extent of assignments the role may be given.