Digital Marketing Specialist

Job Description

Job Description

ABOUT USALCO

Water powers life. At Usalco, that means only the best will do: cleaner water, smarter systems, and sustainable outcomes. Since 1980, we've built the coagulant technology the industry runs on, and today 1 in 3 Americans depend on water treated with our products. We're headquartered in Baltimore, operate manufacturing and logistics locations across North America, and we're investing in the people, products, and digital tools that keep our customers ahead.

THE ROLE

Utility operators, engineers, distributors, and industrial buyers are changing how they find answers. They still search Google, and more of them now ask ChatGPT, Perplexity, Copilot, and Google's AI Overviews. You'll make sure Usalco is the answer they find.

You'll design, build, and run our search engine optimization (SEO), answer engine optimization (AEO), and generative engine optimization (GEO) strategy end to end: the strategy, the hands-on execution, and the reporting that ties visibility to qualified leads. This is a senior individual contributor role reporting to the VP of Marketing.

WHAT YOU'LL DO

Strategy

• Build and own a multi-year search and AI visibility strategy tied to business priorities.
• Research keyword, question, and prompt demand across our audiences, and map it to the buyer journey.
• Set KPIs and targets, and build the business case for tools, content, and technical investments.

Technical SEO

• Run regular technical audits and own site health: crawlability, indexation, architecture, Core Web Vitals, internal linking, redirects, and migrations.
• Implement and maintain structured data (schema.org) for products, technical documents, FAQs, our organization, and our locations.
• Prioritize and ship fixes with web developers, IT, and agency partners.

Answer and generative engine optimization

• Structure content so AI systems can find, understand, and cite it, using answer-first formatting, consistent entities, authoritative sourcing, and machine-readable technical data.
• Monitor how AI assistants and AI search features describe Usalco and our competitors; track citations and share of voice, and close the gaps.
• Strengthen the off-site authority signals that shape rankings and AI answers, including industry publications, associations, directories, distributor listings, and digital PR.
• Test emerging practices and standards, and scale what works.

Content and on-page

• Guide the content plan with search and AI answer data; write briefs and optimize existing pages, technical data sheets, and resources.
• Work with our chemists, technical experts, and product teams to turn deep expertise into content that ranks and gets cited.
• Manage our local search presence across North American locations.

Lead generation and measurement

• Improve conversion paths, including landing pages, forms, calls to action, and gated content, to turn organic and AI referral traffic into qualified leads.
• Own search analytics across GA4, Google Search Console, Bing Webmaster Tools, and AI visibility tools, with clean attribution into Salesforce.
• Report monthly on visibility, traffic, leads, and pipeline influenced, with clear next steps.
• Manage the search tool stack and any specialized agency or freelance support.

WHAT YOU'LL BRING

• Bachelor's degree in marketing, communications, computer science, or a related field, or equivalent experience.
• 5+ years of hands-on SEO experience, with a proven record of growing organic traffic and leads, ideally in B2B.
• Demonstrated AEO/GEO experience optimizing for AI Overviews, ChatGPT, Perplexity, or similar, and measuring the results.
• Deep technical SEO knowledge, including crawling, indexation, rendering, structured data, site performance, and migrations.
• Proficiency with SEMrush, GA4, Google Search Console, and Power BI.
• Working knowledge of HTML, CSS, and JavaScript as they affect search, and comfort working directly in a CMS.
• The ability to turn technical subject matter into a clear content strategy and explain results to executives and sales leaders.
• Self-direction to build a strategy and execute it in a remote role.

NICE TO HAVE

• Experience in industrial, chemical, manufacturing, or water and wastewater markets.
• Experience connecting web analytics to Salesforce for campaign attribution and lead source tracking.
• Familiarity with marketing automation platforms such as Account Engagement (Pardot), HubSpot, or Marketo.
• Experience with AI visibility tracking platforms.
• Python, SQL, or API skills for SEO automation and analysis.
• Digital PR or link-building experience in technical niches.

WHAT SUCCESS LOOKS LIKE IN YEAR ONE

• Within 90 days, a technical, content, and AI visibility audit is complete, with a prioritized roadmap and baseline KPIs.
• Non-branded organic traffic and organic-sourced leads grow measurably over the year.
• Usalco's presence in AI answers is tracked for priority topics, and our citation share improves.
• Organic and AI referral traffic is cleanly attributed to leads and pipeline in Salesforce.
• We're positioned to win search and AI answers on strategic business topics.

USALCO is an equal opportunity/affirmative action employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected veteran status, age, or any other characteristic protected by law. As a general policy, USALCO does not offer employment visa sponsorships upon hire or in the future.

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