Senior Digital Marketing Specialist (Eastern/Central located)

Hyland

2d•$116,000 - $135,000

About The Position

The Senior Digital Marketing Specialist (Level 4) leads strategy, execution, and optimization of integrated, full-funnel digital marketing programs across paid media, email/lifecycle, web, and virtual events. This role is involved throughout the campaign planning process from tactical ideation through execution, manages budgets and agency execution as applicable, and ensures programs are aligned to pipeline and revenue goals. The individual provides senior-level leadership in measurement (tracking, attribution, and reporting), audience strategy, and experimentation to drive continuous performance improvement and scalable best practices.

Requirements

5+ years of progressive digital marketing experience, including paid media and lifecycle/email marketing, with demonstrated impact on pipeline or revenue outcomes
Hands-on paid media experience across major platforms (e.g., Google Ads, LinkedIn Campaign Manager, Meta Ads), including audience targeting, creative testing, budget pacing, and optimization
Proven ability to plan and execute integrated, multi-channel programs (paid, email/lifecycle, web, events) with clear KPI frameworks and cross-functional leadership
Strong analytical and measurement skills (e.g., GA4, conversion tracking, UTM governance, and attribution concepts) with a track record of improving performance through data and experimentation
Extensive experience in Marketo and/or HubSpot (or similar) including program builds, smart lists/segmentation, tokens/personalization, nurture and lifecycle journeys, lead scoring models, A/B testing, and CRM synchronization
Digital advertising certification(s) required or obtained within 6 months of hire: Google Ads Certification (Search and/or Display/Video) and Google Analytics (GA4); Meta Blueprint and/or LinkedIn Marketing Labs certifications strongly preferred
Microsoft Windows and Office proficient
Excellent oral and written communications skills that demonstrate a professional demeanor and the ability to interact with executive presence
Excellent organizational multi-tasking and time management skills
Excellent collaboration skills applied successfully within team as well as with all levels of employees in other areas
Excellent Microsoft Excel skills
Excellent leadership, sound judgement and business acumen skills
Excellent facilitation and project management skills
Excellent interpersonal skills: able to maintain solid rapport with team members as well as maintain professionalism with those outside of department
Excellent data gathering interviewing and analytical/problem solving skills
Excellent critical thinking and problem-solving skills
Excellent ability to use original thinking to translate goals into the implementation of new ideas and design solutions
Self-motivated with the ability to manage projects to completion independently
Able to thrive in a fast-paced deadline driven environment
Excellent attention to detail
Demonstrated ability to influence motivate and mobilize team members and business partners
Excellent ability to develop and use engaging informative and compelling presentation methodologies
Excellent ability to handle sensitive information with discretion and tact
Excellent ability to establish rapport and gain the trust of others; effective at gaining consensus
Ability to work independently and in a team environment
Ability to coach mentor and provide feedback to team members in a timely manner
Ability to provide guidance and support to developing team members

Nice To Haves

Advanced platform expertise: Marketo Engage (program templates, operational governance, workspaces/partitions), HubSpot Marketing Hub (workflows, lists, lifecycle stages), or Salesforce Account Engagement (Pardot)
Experience with CRM and RevOps alignment (Salesforce or similar), including lead routing, SLAs, and funnel stage definitions
Hands-on conversion rate optimization (CRO) and landing page testing; familiarity with A/B testing tools and experimentation design
Working knowledge of privacy and compliance considerations (CAN-SPAM, GDPR/consent management) and email deliverability fundamentals (sender reputation, authentication concepts)
Dashboarding and reporting experience (Looker Studio, Power BI, Tableau, or similar) and comfort translating performance into executive-ready narratives

Responsibilities

Own and lead comprehensive digital marketing strategy across paid media, email/lifecycle, web, and virtual events, ensuring all efforts are integrated, measurable, and aligned to pipeline/revenue goals
Lead email and lifecycle marketing strategy in Marketo, HubSpot, or a comparable platform, including segmentation, personalization, nurture streams, lead scoring, routing, and deliverability best practices
Partner with web/UX to manage landing pages and website content that supports campaigns, improves conversion rate, and aligns to SEO, accessibility, and brand standards
Lead virtual event planning and digital promotion, including registration flows, tracking/UTMs, lead capture, CRM/marketing automation integration, and post-event nurture and reporting
Lead cross-functional collaboration (Sales/SDR, RevOps, Product, Creative, Web, and Analytics) to align targeting, messaging, offers, and follow-up processes across channels
Own measurement and performance analysis using tools such as GA4, ad platform reporting, and BI dashboards; establish KPIs, ensure tracking accuracy, and translate insights into optimization actions
Drive experimentation (A/B and multivariate testing) across ads, email, and landing pages; evaluate and pilot new tools, audiences, and tactics to improve CAC, CVR, and pipeline quality
Optimize campaign operations (intake/briefing, QA checklists, naming conventions, UTM governance, and documentation) to increase speed, quality, and repeatability
Develop and maintain channel playbooks and best practices (paid media, lifecycle/email, landing pages, and events), including compliance/privacy and brand requirements
Serve as a trusted advisor to internal stakeholders and (as applicable) customers/partners on digital marketing strategy, channel mix, and market trends; provide consultative recommendations grounded in performance data
Act as a thought leader by sharing insights, coaching peers, and contributing to team-wide standards for targeting, creative testing, measurement, and lifecycle marketing
Mentor, coach, and provide quality review/feedback to team members; support capability building in paid media, analytics, and marketing automation