Location 3251 Fruit Ridge Ave NW,Grand Rapids, MI, 49544-9774,United StatesEmployee Type ExemptPosition OverviewThe Digital Marketing Specialist is responsible for owning ourdigital ecosystem - website, SEO/SEM, paid media, social media, email marketing, landing pages, marketing technology, and UX/UI – and is accountable for Irwin's digital presence and performance.This role sits within the Growth Marketing pillar and is critical to drivingqualifiedpipeline, supporting product launch campaigns, and ensuring that Irwin's digital footprint reflects the quality andexpertiseof the brand. The Digital Marketing Specialistoperatesboth strategically and hands‑on, building the infrastructure today that scales the business tomorrow.ResponsibilitiesWebsite Ownership & UX/UIOwn the Irwin website strategy, architecture, content, performance, and ongoing optimizationLead UX/UI improvements to ensure a best‑in‑class digital experience for architects, consultants, dealers, and endbuyersManage the website CMS, content updates, and page builds, including product pages, market landing pages, and campaign micrositesMonitor site health, page speed, Core Web Vitals, and conversion performance; implement improvements proactivelyOwn Irwin's organic search strategy - keyword research, on-page optimization, technical SEO, and content gap analysisManage paid search (Google Ads) and retargeting campaigns - from strategy and budget management through to reporting and optimizationPartner with the Content Manager to develop SEO‑informed content that drives organic traffic across all market segmentsTrack and report on search performance, SERP rankings, and paid media ROIPaid DigitalPlan, execute, and optimize paid media campaigns across Google, LinkedIn, and other relevant digital channelsBuild and manage retargeting audiences and nurture sequences that convert site visitors into qualified leadsManage the digital advertising budget and own pipeline‑contribution targets from paid media.Own the strategy and execution of Irwin's social media presence across LinkedIn, Instagram, and emerging channelsCollaborate with the Content Manager on social content planning and asset productionManage paid social campaigns and monitor platform performance against reach, engagement, and lead objectivesEmail Marketing & Marketing AutomationOwn Irwin's email marketing program - newsletters, lead nurture sequences, campaign emails, and triggered communicationsBuild and manage audience segments within the CRM stack to ensure relevant,timelycommunications (Salesforce, Constant Contact, Craft CMS)Monitor deliverability, open rates, CTR, and conversion performance; test and optimize continuouslyLanding Pages & Campaign InfrastructureBuild and manage campaign landing pages optimized for conversion across all product lines and marketsOwn A/B testing strategy for landing pages, CTAs, and email campaignsEnsure all campaign infrastructure (forms, tracking, UTMs, and integrations) is set up accurately and consistentlyOwn the digital marketing toolsBuild and maintain marketing dashboards that report on pipeline contribution, digital performance, and campaign ROIServe as the analytics and reporting backbone for the marketing team, providing insights that drive smarter decisionsEnsure proper tracking, attribution, and data governance across all digital channelsCross-Functional CollaborationPartner closely with the Content Manager on SEO content, campaign assets, and social executionSupport Product Launch Managers with digital campaign infrastructure for new product launchesCollaborate with Lead Generation on MQL tracking, digital-to-sales handoff, and pipeline reportingQualifications4+ years of digital marketing experience with demonstrated ownership of website, SEO, and paid media programsExperience administering a CRM, including list management, lifecycle stages, and basic workflow/automation building. Familiarity with Salesforce preferredHands‑on experience managing CMS platformsWorking knowledge of UX/UI principles and conversion rate optimizationStrong analytical skills with the ability to translate data into actionable insightsExperience managing multiple digital channels simultaneously in a B2B environmentExperience with LinkedIn Campaign Manager and paid social advertising preferredBasic HTML/CSS knowledge for website edits and email template customization preferredExperience in manufacturing, commercial interiors, or architecture/design industries preferred; Google certification is a plus#J-18808-Ljbffr