Sr. Specialist, Digital Marketing

This role manages the day-to-day operation of key digital platforms and connected systems, including the company website (WordPress or comparable content management systems), Salesforce, Account Engagement/Pardot, analytics tools, and related marketing technologies that support campaign execution, lead capture, reporting, and sales enablement. Hands-on Salesforce and Salesforce Account Engagement/Pardot and Google Analytics experience is required, including marketing automation, email campaigns, landing pages, forms, lead scoring, campaign attribution, reporting, and lead lifecycle tracking from MQL to SQL to Closed Won.

In-office Mon-Thurs, remote on Friday.

Job summary:

• The ideal candidate will bring strong digital marketing and marketing automation experience, with a particular emphasis on:

Key Requirements:

• 5+ years of progressive digital marketing experience
• Current or recent hands-on Salesforce experience – MUST HAVE
• Required experience with Salesforce Marketing Cloud Account Engagement (Pardot) – MUST HAVE
• Marketing automation, nurture campaigns, segmentation, forms, landing pages, and automation rules
• Lead scoring, lead qualification, attribution, conversion tracking, and lifecycle management
• Experience tracking leads through MQL, SQL, Opportunity, and Closed Won
• Google Analytics (GA4 preferred)
• SEO, SEM, paid search, email marketing, website optimization, and content marketing
• Reporting and dashboard development connecting marketing efforts to pipeline and revenue
• Experience with AI-enabled marketing tools preferred

 Primary Responsibilities:

• Manage Odyssey's website, digital campaigns, marketing automation platform, and emerging AI-enabled marketing tools
• Build and manage automated email campaigns, nurture programs, forms, landing pages, and segmentation strategies
• Maintain and optimize Salesforce and Pardot data integrity
• Develop lead-scoring models and lead-handoff processes
• Measure campaign effectiveness and marketing contribution to revenue
• Support attribution modeling, conversion tracking, and customer journey analysis
• Partner with Sales, IT, internal stakeholders, and external agencies to improve digital performance

Summary / Primary Role: :

• The Sr. Specialist, Digital Marketing is responsible for executing and optimizing the company's digital marketing ecosystem to drive brand awareness, demand generation, customer engagement, and measurable revenue impact.
• This role manages the day-to-day operation of key digital platforms and connected systems, including the company website (WordPress or comparable content management systems), Salesforce, Account Engagement/Pardot, analytics tools, and related marketing technologies that support campaign execution, lead capture, reporting, and sales enablement.
• The position will also evaluate and pilot approved AI-enabled marketing capabilities, including predictive engagement, content optimization, automated lead nurture, and website conversion tools, escalating strategic recommendations to the Sr. Director, Marketing & Communications to improve performance and ROI.
• Success in this role requires a data-driven marketing professional who can connect digital activity to business outcomes, translate insights into recommendations, and partner effectively with Sales, IT, Salesforce resources, agencies, and internal stakeholders to advance ambitious growth goals.

Principal Duties and Responsibilities:

• Digital Strategy Development:
  • Develop and execute comprehensive digital marketing strategies aligned with overall business objectives.

• Support the strategic direction set by the Sr. Director and own the day-to-day performance and continuous optimization of the company website as a core demand generation, brand, content, and customer engagement platform.
• Manage website content (WordPress), functionality, user experience, conversion paths, SEO performance, landing pages, forms, tracking, and integrations with Salesforce, Account Engagement/Pardot, Google Analytics, analytics tools, and other connected systems.
•  Identify emerging trends, technologies, and platforms to stay ahead in the digital landscape. 
• Use website analytics, campaign performance data, search behavior, and conversion metrics to identify opportunities to improve traffic quality, user engagement, lead generation, and the customer journey.

Campaign Management:

•  Oversee the planning, execution, and optimization of multi-channel digital campaigns.
• Monitor and analyze campaign performance metrics to ensure goals are met. 
• Salesforce/Account Engagement:
  • Serve as the marketing administrator for Salesforce/Account Engagement/Pardot, ensuring effective day-to-day use of forms, landing pages, email templates, dynamic lists, automation rules, lead scoring, campaign attribution, and reporting.
  •  Partner with IT, Sales Operations, and external Salesforce resources to optimize system configuration, lead routing, field mapping, sync behavior, preference center functionality, and campaign tracking.
  • Maintain and improve marketing automation processes to ensure leads, contacts, campaigns, and engagement data are captured accurately and support measurable marketing and sales outcomes.

  AI-Enabled Marketing Strategy:

• Evaluate and execute approved AI-enabled marketing capabilities, including predictive engagement scoring, content optimization, automated lead engagement, AI-assisted nurture strategies, and website conversion tools, escalating strategic recommendations to the Sr. Director.
• Partner with Sales, IT, and Salesforce resources to assess emerging AI tools such as Agentforce, Marketing Cloud Next, and Qualified AI SDR, ensuring recommended use cases support lead generation, sales productivity, and pipeline growth.

  Content Strategy:

• Collaborate with the content team to create engaging and relevant content for various digital channels.
• Ensure consistency in messaging and branding across all digital platforms.

  Paid Search, Advertising, SEO and SEM:

• Drive organic and paid search strategies to improve website visibility and traffic.
• Manage agency relationships for paid search and digital advertising programs.
• Stay informed about search engine algorithms and updates to optimize website performance.

  Analytics and Reporting:

• Utilize analytics tools to track, analyze, and report on the performance of digital marketing efforts.
• Maintain digital lead lifecycle reporting, including form fills, MQLs, SQLs, pipeline value, closed-won revenue, sales follow-up, lead assignment accuracy, and campaign source attribution.
• Develop and maintain marketing performance dashboards in partnership with Enterprise Data, Analytics and Intelligence, Salesforce, Google Analytics, Sales Operations, and Marketing leadership.
• Translate reporting data into business insights, recommendations, and executive-ready summaries that connect marketing activity to revenue influence, sales engagement, and growth priorities.
• Develop recurring Salesforce-based reports and dashboards that connect digital marketing activity to sales outcomes and provide actionable recommendations to Marketing, Sales, and Commercial leadership.
• Analyze lead quality, conversion patterns, rep follow-up, and business unit routing to identify gaps and recommend campaign, process, or system improvements.

  Budget Management:

• Have oversight for digital marketing spend and recommend optimizations to the Sr. Director for maximum ROI.
• Identify cost-saving opportunities without compromising campaign effectiveness.

  Cross-Functional Collaboration:

• Partner effectively with Marketing, Sales, IT, Sales Operations, Salesforce resources, agencies, and other internal stakeholders to support alignment of digital marketing priorities, execute campaigns, resolve system or process issues, and support growth objectives.
• All other duties and projects as assigned.

 
Qualifications and Key Skills:

• Bachelor's degree in Marketing, Business, or a related field is required. (Master's degree is a plus).
• Proven experience (5+ years) in digital marketing with a focus on strategy, execution, platform ownership, campaign optimization, and cross-functional collaboration.
• Hands-on Salesforce and Salesforce Account Engagement/Pardot and Google Analytics experience is required, including marketing automation, email campaigns, landing pages, forms, lead scoring, campaign attribution, reporting, and lead lifecycle tracking from MQL to SQL to Closed Won
• Strong understanding of digital marketing channels, including website, SEO, SEM, email marketing, and content marketing.
• Experience evaluating or implementing AI-enabled marketing tools, predictive scoring, content optimization, or automated lead engagement capabilities is strongly preferred.
• Demonstrated success in developing and implementing successful digital marketing campaigns.
• Excellent analytical skills with the ability to interpret data and trends.
• Strong project leadership, stakeholder management, and cross-functional collaboration skills.
• Exceptional communication and interpersonal skills.

Competencies:

• Analytical
• Energy/Drive
• Knowledgeable
• Oral/Written Communication
• HSSE
• Conceptual Ability
• Team Player
• Time Management
• Punctual and Reliable
• Personal Accountability
• Interpersonal Skills
• Conflict Management
• Professionalism
• Qualitative
• Quantitative

Supervisory Responsibility:

• This position has no direct reports. This is an individual contributor role.

Travel requirements:

• Approximately 10% of travel is required.

Work Environment:

• Office environment. In-office Mon-Thurs, remote on Friday.