Digital Marketing Specialist

Star Group•Minneapolis, MN

About The Position

STAR is seeking a highly collaborative, data-driven, and results-oriented Digital Marketing Specialist to drive omnichannel demand generation, website growth, and revenue-focused marketing programs. This role is responsible for developing and executing digital marketing strategies that increase website traffic, marketing-qualified leads (MQLs), and pipeline contribution across multiple channels. The ideal candidate combines expertise in demand generation, search and AI optimization, paid media, website management, marketing automation, and analytics. They are equally comfortable developing strategy, executing campaigns, analyzing performance, and collaborating across marketing, sales, and leadership teams. This role will play a critical part in accelerating growth by ensuring Marketing consistently generates low-cost, high-quality, high ROI leads for Sales through our digital ecosystem that converts into pipeline and revenue for the business.

Requirements

Bachelor's degree in Marketing, Communications, Business, or related field.
3–7 years of experience in digital marketing, demand generation, marketing automation, or growth marketing.
Hands-on experience managing multi-channel digital marketing campaigns.
Strong expertise with HubSpot or comparable marketing automation platforms.
Experience managing GEO, SEO, and paid search programs.
Experience working with website content management systems (CMS).
Strong analytical skills with the ability to interpret data and make informed decisions.
Technical Skills: HubSpot Marketing / CRM, Website CMS Platforms, Google Analytics 4 (GA4) & Google Ads, LinkedIn Campaign Manager, SEO & Technical SEO, GEO & AI Optimization, Conversion Rate Optimization (CRO), Marketing Automation & Email Marketing, Data Analysis, Attribution, and Reporting.

Responsibilities

Plan, launch, and optimize omnichannel programs & campaigns across search, AI, website, email, retargeting, paid media, and marketing automation channels.
Collaborate with sales and marketing leadership to support revenue goals through targeted campaigns and account-based marketing initiatives.
Build and manage lead nurturing workflows that improve prospect engagement and conversion rates throughout the buyer journey.
Develop campaign strategies aligned to key business initiatives, product launches, events, customer acquisition, and retention objectives.
Lead SEO strategy and execution to improve organic rankings, website visibility, and qualified traffic, optimizing website content, technical SEO, metadata, internal linking, and keyword strategies.
Monitor and adapt to emerging AI search platforms and generative search experiences to improve visibility within AI-driven results, while developing content optimization strategies that increase discoverability across traditional search engines and AI-powered assistants.
Conduct keyword, competitor, and market research to identify growth opportunities.
Manage and optimize paid digital advertising programs (Google Ads, LinkedIn Ads, Retargeting, Content Syndication, etc.).
Develop campaign targeting, budget allocation, testing strategies, and performance optimization plans, monitoring cost-per-click (CPC), cost-per-lead (CPL), conversion rates, ROAS, and pipeline contribution metrics.
Conduct ongoing A/B testing to improve campaign performance and efficiency.
Own and manage website content page creation and updates, user experience improvements, and conversion optimization initiatives, including new pages, forms, calls-to-action, and lead capture experiences.
Partner with internal stakeholders and external vendors to ensure website functionality, performance, security, and SEO best practices.
Monitor website analytics and user behavior to identify opportunities for improving engagement and conversion rates.
Serve as a subject matter expert for HubSpot and marketing automation programs, ensuring quality data input and output.
Build and maintain email campaigns, lead nurturing workflows, automated customer journeys, lead scoring models, and CRM integrations.
Support lead management processes and optimize marketing-to-sales workflows and handoffs.
Track, analyze, test, and report on digital marketing performance across all channels, developing dashboards and performance reports and translating data into actionable recommendations that improve marketing effectiveness.