Digital Marketing Specialist

IDI: Insulation Distributors Inc.•Chanhassen, MN

1d•$72,142 - $101,050

About The Position

The Digital Marketing Specialist plays a critical role in driving IDI’s growth by identifying where customers discover information online and ensuring IDI shows up powerfully in those spaces. This hands-on role owns paid media and SEO while expanding into emerging discovery channels such as YouTube, Reddit, social platforms, and AI-driven search environments. The specialist manages daily campaign execution with precision, maintains healthy and efficient accounts, and translates platform data into strategic insights that unlock new opportunities. They actively leverage new technologies, including AI, to enhance performance and stay ahead of shifts in search behavior. In partnership with the Web, Ecommerce & Marketplace Manager, this role connects channel performance with onsite behavior to create a holistic view of IDI’s digital health and to shape strategies that meaningfully advance the business.

Requirements

Deeply understands how people use the internet to find things and how that behavior is evolving; thinks expansively about discovery, not only search engine rankings
Technology-forward: actively curious about emerging tools, AI, and how to apply them to do better work; brings ideas for how technology can sharpen strategy and create competitive advantage for IDI
Expert in online data analysis. Comfortable working across analytics platforms to build a full, accurate picture of performance, and skilled at turning that data into clear strategies and recommendations
Platform-fluent and genuinely comfortable in paid and search tools. Knows the difference between a well-structured account and a poorly structured one
Analytically driven: reads performance data naturally and uses it to form hypotheses, make decisions, and explain outcomes clearly
Genuinely curious about the businesses they work in. Wants to understand IDI's customers, products, and competitive position before touching a campaign
A natural problem solver who combines platform expertise with business context, building strategies grounded in how the customer thinks, not just how the algorithm works
Communicates clearly: Can translate complex data and performance insights into plain language that leadership can act on
Self-directed: Brings a point of view and takes initiative rather than waiting to be told what to optimize next
Collaborative: Works closely with the Content Manager on discoverability-informed content and with the Web, Ecommerce and Marketplace Manager on data analysis, landing page performance, and tracking integrity
4–6+ years of hands-on paid media and/or SEO experience, serving as the primary manager for real accounts and budgets.
Demonstrated proficiency in Google Ads and Meta Ads Manager — campaign builds, optimization, and reporting
Solid working knowledge of SEO fundamentals: keyword research, on-page optimization, technical SEO, and content strategy alignment
Experience working across a range of SEO, analytics, and performance reporting tools to track, evaluate, and act on channel performance
Experience setting up and maintaining conversion tracking (Google Tag Manager, GA4 events, Meta Pixel)

Responsibilities

Own the day-to-day management and optimization of IDI's paid media campaigns across Google Ads, Meta, and any additional channels in scope
Build, maintain, and continuously refine campaign structures, ad groups, audience targeting, and bidding strategies
Manage budget allocation across campaigns and channels, optimizing toward defined performance targets
Develop and execute A/B testing programs for ad creative, landing pages, and audience segments
Own conversion tracking setup and integrity ensuring data is accurate, complete, and actionable
Monitor performance daily and weekly, identifying shifts and acting on them quickly
Evaluate and recommend new channel opportunities as IDI's growth strategy evolves
Own IDI's SEO program including keyword strategy, on-page optimization, technical SEO coordination, and performance tracking
Think beyond traditional search: understand how discovery works across YouTube, Reddit, AI chat platforms, social channels, and online communities — and develop strategies to put IDI in front of customers wherever they're looking
Develop and maintain a keyword and content discoverability strategy that reflects how IDI's customers search across platforms, formats, and intent types
Stay current on AI search behavior, algorithm developments, and how people increasingly use tools like ChatGPT, Perplexity, and others to find products and vendors, ensuring IDI's visibility strategy accounts for that shift
Partner with the Content Manager to ensure editorial output is informed by search and discoverability opportunity across all relevant channels
Coordinate technical SEO improvements with the Web, Ecommerce & Marketplace Manager and development partners: identifying issues, communicating requirements, and verifying implementation
Track and report on organic performance metrics: rankings, traffic, click-through rates, and conversion contribution
Monitor and report on channel performance across paid media and search with the analytical depth to understand not just what happened, but why
Partner closely with the Web, Ecommerce & Marketplace Manager to connect channel-level data to on-site behavior and business outcomes, building a complete picture of IDI's online presence and health
Develop strategies based on that combined view: identifying gaps, opportunities, and areas where IDI can improve its presence, conversion, and overall digital performance
Build and maintain clear, actionable reporting that translates complex data into insights leadership can act on
Contribute channel-level data to the team's consolidated reporting cadence, led by the Web, Ecommerce & Marketplace Manager