Director, Digital Marketing

Transcat, Inc.

About The Position

Transcat is seeking a results-driven Director of Digital Marketing to lead and scale our online marketing efforts. Reporting to the Sr. Director of Distribution & Ecommerce sales, this strategic role will own the digital strategy across web, SEO, paid search, website analytics with the ultimate goal of increasing marketing-driven revenue. The ideal candidate brings a strong blend of technical marketing acumen, data-driven decision-making, and an exceptional ability to translate raw data into compelling narratives that inform strategy and drive action at the leadership and cross-functional levels. This role is accountable for demonstrating measurable marketing ROI and attribution — connecting digital activity directly to sales pipeline and revenue outcomes.

Requirements

Exceptional data storytelling skills — the ability to take raw performance data and translate it into clear, leadership-ready narratives that drive decisions and demonstrate marketing’s business value.
Proficiency in Google Analytics 4 (GA4), Google Search Console, and data reporting and visualization tools.
Demonstrated expertise in SEO, paid search (Google Ads/Microsoft Ads), and web strategy.
Demonstrated experience owning lead generation programs and marketing attribution, including the ability to report on ROI, pipeline contribution, and revenue impact of digital marketing investments.
Strong project management skills with the ability to manage multiple priorities and stakeholders.
Excellent written and verbal communication skills, including executive-level presentation ability.
8+ years of progressive digital marketing experience, with at least 3 years in a leadership role.
Proven track record of driving measurable results in a B2B environment.
Bachelor’s degree in Marketing, Business, Communications, or a related field.

Nice To Haves

Experience leading digital marketing strategy in a B2B environment with multiple business units or sales channels
Familiarity with marketing automation platforms (e.g., HubSpot, Marketo) and CRM systems (e.g., Salesforce).
Experience with eCommerce or digital catalog environments.
Google Ads and/or Analytics certifications.
MBA or advanced degree in a relevant field.

Responsibilities

Digital Strategy & Leadership
Develop and execute a comprehensive digital marketing strategy aligned with Transcat’s growth objectives across both Service and Distribution product and rentals business segments.
Partner cross-functionally with sales, product, and IT to ensure digital channels support pipeline generation and customer retention goals.
Serve as the internal subject matter expert on digital marketing trends, tools, and best practices relevant to B2B and technical/industrial markets.
Lead, mentor, and grow a high-performing digital marketing team.
Lead our external digital marketing and web development agency partners to maximize investment and best leverage internal/external resource.
Effectively manage and measure working and non-working marketing budgets at monthly, quarterly, and annual levels.
Search Engine Optimization (SEO)
Own and drive Transcat’s organic search strategy, including technical SEO, on-page optimization, and collaborate on overall web content strategy.
Identify keyword opportunities aligned with our calibration services, test & measurement products, and target industry verticals.
Oversee SEO audits, crawl health, link-building programs, and structured data implementation.
Collaborate with content and web development teams to continuously improve organic visibility and authority.
Paid Search & Digital Advertising
Manage paid search (Google Ads, Microsoft Ads) strategy and robust budget, optimizing for lead quality, ROAS, and pipeline contribution.
Oversee paid media campaigns including display, retargeting, and paid social as relevant to B2B audience targeting.
Drive continuous testing and optimization of ad copy, landing pages, bidding strategies, and audience segmentation.
Manage agency relationships and vendor partnerships to maximize performance and efficiency.
Web Strategy & User Experience
Own the strategy and roadmap for transcat.com and other websites, ensuring the site delivers an excellent user experience for both services and distribution customers.
Partner with web design and development to plan and prioritize website improvements, A/B tests to improve conversion rates and lower CPA
Oversee and optimize our digital marketing tech stack to drive an exceptional customer experience, manage costs, and deliver consistent innovation
Drive eCommerce and digital self-service capabilities in partnership with the distribution team.
Lead Generation & Marketing Attribution
Own end-to-end lead generation strategy across digital channels, accountable for RFQ volume, lead quality, and cost-per-lead targets for both the Services and Distribution business segments.
Design and maintain a multi-touch marketing attribution framework that connects digital touchpoints to pipeline and closed revenue, enabling confident ROI reporting to senior leadership and the board.
Partner closely with sales to ensure alignment on lead definitions, handoff processes, and closed-loop feedback to continuously improve lead quality and conversion rates.
Leverage your peer CRM and marketing automation team to track and optimize the full lead lifecycle from first digital touch to won opportunity.
Analytics, Data Storytelling & Insights
Define KPIs and build reporting frameworks to measure digital marketing performance across all channels, with a clear line of sight from activity to business outcomes.
Transform raw data from GA4, Search Console, CRM, and paid platforms into clear, compelling narratives — distilling complex performance data into actionable insights and strategic recommendations that resonate with executive and non-technical audiences alike.
Deliver regular performance reporting to senior leadership, translating metrics into business impact and providing clear direction on where to invest, optimize, or pull back.
Champion a culture of measurement, testing, and continuous improvement across the digital marketing team.
Model the Company’s values to influence others to perform in an aligned manner.
Ensure training and development plans are in place and communicated to employees to drive performance improvement and career progression.
Complete and deliver accurate, thorough, and prescriptive employee performance reviews on the required timeline.
Other duties as assigned