Digital Marketing Specialist

First Commerce Credit Union•Tallahassee, FL

About The Position

The primary role of the Digital Marketing Specialist is to analyze and interpret marketing data to identify actionable insights and assist in executing campaigns and initiatives that maximize ROI while driving member engagement, acquisition and retention. This role involves gathering, processing, and managing different datasets, conducting in-depth analyses, and working closely with cross-functional teams to continually optimize marketing strategies, campaigns, automation and brand reputation. A strong understanding of data analytics tools, marketing performance metrics, and the ability to translate data into clear, strategic recommendations is essential. The Digital Marketing Specialist plays a key role in improving marketing effectiveness, brand recognition and helping the credit union achieve defined performance goals. Working closely with the Marketing Director, this role mines data and information across internal and external platforms to help drive new member growth, deepen relationships, enhance member experiences, and build member loyalty. The Digital Marketing Specialist is also responsible for campaign segmentation, conversion, prospecting, cross-selling, evaluating, and ensuring effective campaign performance (i.e. analysis, tracking, adjusting), as well as web site optimization, including keyword search, and on-page/off-page optimization to improve search rankings and organic traffic.

Requirements

Adept at working with real-world data and extracting relevant, actionable insights and trends that support marketing initiatives, including member growth, cross-sell, acquisition, and retention. Solid understanding of statistical methods and algorithms.
Utilize data insights to recommend marketing campaigns/strategies that are consistent across traditional and digital marketing channels.
Flexibility to manage competing priorities and shift focus as determined by changing needs of the business. Self-starter and motivated team player who works proactively with a drive to get things done in a dynamic, fast-paced environment.
Ability to layer research and data from various sources to develop compelling, relevant storytelling that effectively targets audience segments. Solid understanding of consumer behavior, customer experience, life cycle, and the buyer's journey.
Stay current on financial services industry trends, marketing regulations, and compliance guidelines to ensure all campaigns adhere to regulatory requirements.
Keen awareness and dedication to keeping data secure.
Moderate to advanced database management skills.
Demonstrated ability to think creatively and solve problems, anticipate roadblocks and recommend effective implementation plans designed to drive results and balance ROI.
Proficient in Word, Excel, PowerPoint, Outlook, Viva Goals. Creation of visuals including charts, graphs, and dashboards, preferred.
Bachelor's degree from an accredited 4-year college or university in Data Science, Marketing Analytics, Marketing, Computer Science, Economics, Finance, Business, or other Marketing analytic disciplines; or high school diploma or equivalent with comparable transferable experience.
Minimum of 2+ years' experience as a Data Analyst or Marketing Specialist.
Strong proficiency in Google Analytics, Google Ads, SEO strategies and social media metrics.
Hands-on experience collecting, processing and analyzing data, and presenting findings in an easy-to-understand format.
Experience with web site content management systems and HTML/CSS for design and content, a plus.
Certifications in Google Analytics, Google Ads, and/or marketing segmentation platforms (HubSpot, Marketo, Pardot), a plus but not required.

Nice To Haves

Experience working with Hubspot, MX, Marketo, Pardot, Segmint, and/or other marketing segmentation and automation system and/or MCIF.
Proven ability to drive marketing campaign performance using strategic application of data analyses.
Experience in developing platforms, structure, and architecture for data.
Experience in data collection, integration, processing, and analysis.
Proven experience in data science, analytics, and reporting.
Experience in developing predictive models.
Innately curious and a fast learner.
Excellent communication and project management skills.
Experience in the banking or financial services industry and understanding of economic cycles preferred, but not required. Knowledge of compliance and regulatory requirements for financial institution marketing.

Responsibilities

Leverages various member and non-member data sets to provide actionable insights that inform marketing planning and strategy to create personalized member journeys, and improve positioning, image, and loyalty to the First Commerce brand.
Performs data mining, statistical analysis, trend, and variance analysis. Packages and conveys findings in a relevant, timely and meaningful manner in a clear, concise, and cohesive story.
Builds, manages, optimizes, evaluates, and evolves automated marketing campaigns to target audiences designed to achieve Marketing KPIs.
Monitors social media channels and social review platforms to continually improve reputation management goals, including responding timely to posts.
Coordinates with members of the marketing team and/or other departments to gather and package relevant content, messaging, graphics, and other necessary elements to execute campaigns. Conducts A/B testing and conversion rate optimization (CRO) to improve lead generation and campaign effectiveness.
Leads website search engine optimization (SEO) efforts. Leverages Google analytics and other metrics/actionable insights (e.g., web traffic, user behavior, UTM tracking, Google Tag Manager, and pixel tracking) to ensure accurate and optimal campaign performance measurement.
Serves as marketing data liaison collaborating with other departments and third-party vendors to develop actionable insights for strategic areas of focus. Develops and executes member segmentation strategies based on demographic, behavioral, and transactional data.
Monitors and tracks key performance metrics/indicators and reports to stakeholders, including highlighting successes and identifying areas of improvement/refinement.
Develops understanding of credit union's operations, products, and services, as well as strategic initiatives, to provide timely and relevant recommendations.
Develops and maintains a network of contacts within the data/business intelligence/digital marketing space, as well as within and outside the credit union/banking industry.
Works closely with I.T. and third-party vendors to ensure data integrity, system integrations, and security compliance within all digital marketing initiatives.
Other analytical, data processing, and marketing duties as needed.