Digital Marketing Specialist

Job Description

Job Description

Role Overview

We are seeking a forward-thinking Digital Marketing Specialist with strong Subject Matter Expert (SME) collaboration skills and hands-on experience in Answer Engine Optimization (AEO). This role is responsible for driving the execution of the annual marketing campaign calendar, ensuring all initiatives are strategically planned, launched and optimized throughout the year. This role ensures those goals are tracked and analyzed. This position supports M&A by managing digital assets, website migrations and redesigns across all brands. Success in this role means campaigns are executed on time, goals are met, and data-driven decisions continuously improve marketing impact. The ideal candidate understands how search is evolving beyond traditional SEO into AI-generated answer engines and conversational interfaces, and can translate SME insights into optimized, high-authority digital experiences.

Location: Hybrid role based in Easton, MA — 3 days onsite and 2 days remote, with occasional travel as needed.

Key Responsibilities

Yearly Campaign Calendar Execution

• Develop and manage the annual marketing campaign calendar, structured with monthly goals segmented by organic growth, brand positioning, and talent recruitment.
• Work with the Social Media Manager (SMM) to ensure strategies and content align those goals.
• Track and measure progress against monthly goals, leveraging analytics to monitor performance for organic engagement and brand visibility.
• Provide regular reporting and insights to leadership, highlighting successes, areas for improvement, and actionable recommendations to keep campaigns on track.

Paid Media Campaigns

• Develop and execute multi-channel paid media strategies (search, social, display) to attract new prospects for services and plunge pools.
• Implement geo-targeting tactics across paid social and search campaigns to reach audiences by location, service area, and demographic relevance.
• and lead quality.

AEO

• Collaborate with internal Subject Matter Experts (SMEs) to extract deep industry knowledge and convert it into authoritative, high-performing digital content.
• Develop and implement Answer Engine Optimization (AEO) strategies that structure content for AI-powered search engines and generative answer platforms to maximize brand visibility in direct answers.
• Translate SME insights into authoritative, structured content optimized for featured snippets, voice search, and AI-generated responses.

Branding

• Support the creation of corporate/branding videography and photography.
• Ensure redesigned websites and landing pages reflect the new service brand identity.
• Align digital campaigns and assets with brand positioning guidelines.

SEO

• Optimize content and keywords to improve organic search visibility, traffic and lead quality.
• Work closely with the website developer to ensure proper redirects and technical elements during migrations.

Website Management

• Manage 13+ websites across multiple brands, ensuring timely updates and creation of landing pages for e-mail, social media and paid campaigns.
• Lead website migrations to new hosting environments during M&A transitions, minimizing downtime and ensuring data integrity.
• Collaborate with web developers to redesign acquired company websites, optimizing for user experience and accessibility.
• Integrate service-specific content into the new services website to deliver a seamless and intuitive customer experience.

Asset Management

• Conduct comprehensive digital inventories of all assets, including websites, domains, social media accounts, videos, and images.
• Organize and optimize asset libraries for easy access and efficient use across marketing and operational teams.

Performance Tracking & Reporting

• Monitor and analyze campaign performance by geographic segment, adjusting bids and budgets to improve efficiency and scale high-performing regions.
• Collaborate with the HubSpot consultant to ensure lead workflows, KPI dashboards, and reporting systems are properly aligned with goals and analytics requirements.
• Prepare detailed digital performance reports and dashboards to optimize results.

What You'll Bring:

Qualifications

• Bachelor’s degree in Marketing or related field
• 5+ years of digital marketing experience
• Experience managing multi-channel campaigns and annual marketing calendars
• Hands-on paid media experience (search, social, display, geo-targeting)
• Strong understanding of branding, SEO, AEO, and website optimization
• Experience managing and migrating multiple websites
• Proficiency with analytics, reporting, and CRM tools (HubSpot)
• Strong project management and cross-functional collaboration skills
• Ability to analyze performance and optimize campaigns

What We Offer:

• 9 paid holidays
• Paid vacation and sick time
• Employer-matched 401(k)
• Employer-paid life insurance
• Optional supplemental life insurance
• Medical, dental, and vision insurance plans

We are proud to be an Equal Opportunity Employer and are committed to fostering a diverse, equitable, and inclusive workplace. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, national origin, age, disability, veteran status, or any other protected characteristic.