Digital Marketing Specialist

JOB SUMMARY The Digital Marketing Specialist is responsible for planning, executing, and optimizing measurable digital marketing programs that generate qualified leads and support revenue growth for ECRS. This role owns digital campaign performance across paid, owned, and earned channels, with a strong emphasis on outcome-driven execution, funnel performance, and CRM-backed measurement. The Digital Marketing Specialist works in close partnership with the CRM Manager to ensure all campaigns are properly tracked, attributed, and reported, transforming marketing activity into actionable pipeline and revenue insights. KEY RESPONSIBILITIES Digital Campaign Strategy & Execution Own the end-to-end execution of digital campaigns across paid media, email, SEO-driven content, and third-party industry placements. Translate business ideas and goals into campaign strategies with definedobjectives, target audiences, success metrics, and timelines. Design campaign architectures that support full-funnel progression from awareness through conversion. Align with Sales leadership on lead quality and funnel feedback, and with Product teams on campaign priorities, messaging, and goals. Performance Measurement & Optimization Define,monitor, andoptimizecampaign KPIs including traffic quality, MQLs, conversion rates, cost per lead, and influenced pipeline. Conduct ongoing performance analysis toidentifypatterns, gaps, and opportunities for improvement. Deliver clear, actionable recommendations based on datanot vanity metrics. Use performance insights to support strategic decisions related to messaging, spend allocation, and campaign planning CRM Alignment Follow established CRM standards and contribute feedback to improve tracking and reporting frameworks. Partner closely with the CRM Manager to ensure: All campaigns are accurately tracked in HubSpot, p roper attribution models, lifecycle stages, and reporting structures are applied, and l ead sources, campaign data, and performance insights are reliable and decision ready . SEO & Content Performance Enablement Implement andmaintainSEO strategies that drive qualified organic traffic and support long-term demand generation goals. Ensure digital content isoptimizedfor search, conversion, and buyer relevance,not just visibility. Collaborate with internal stakeholders to align messaging, positioning, and content value across channels. Media & Industry Presence Research and assess relevant B2B, retailgrocery, andsoftware-focused publications,platforms, and communities. Manage digital advertising placements and sponsorships with a focus on ROI, audience relevance, and performance outcomes. Maintain a centralized calendar of campaigns, media placements, email deployments, and deadlines. Brand & Quality Standards Ensure all digital assets adhere to ECRS’ brand, voice, and formatting standards. Act as a quality gatekeeper for digital campaign execution whilemaintainingagility and speed. QUALIFICATIONS Required Bachelor’s degree in Marketing , Communications, or related field. Proven experience in B2B digital marketing, preferably within software or SaaS environments. Demonstrated ability to manage campaigns with clear performance goals and measurable outcomes. Hands-on experience withSEO strategy and execution, digital advertising (paid search, display, LinkedIn, etc.),email marketing, andmarketing automation Working knowledge of HubSpot or comparable CRM/marketing automation platforms. Strong analytical skills with the ability to translate data into business insights. Preferred Experience collaborating with CRM or marketing operations teams. Familiarity with attribution modeling, lifecycle stages, and funnel reporting. Experience with Google Analytics, paid media platforms, and SEO tools (e.g., SEMrush). Background in multi-touch, longer sales-cycle B2B marketing environments. WHAT SUCCESS LOOKS LIKE Digital campaigns consistently generate qualified leads and meaningful pipeline influence. Leadership has clear visibility into campaign performance, ROI, and optimization opportunities. Marketing data in HubSpot isaccurate, trusted, and actionable. SEO and paid media efforts show sustained improvement in traffic quality and conversions. Strong partnership with the CRM Manager resulting in disciplined tracking and reliable reporting. Campaign decisions are driven by data, not assumptions. ALL APPLICANTS MUST BE AUTHORIZED TO WORK IN THE UNITED STATES. ABOUT ECRS: ECRS is a fast-paced, progressive technology company with a wide range of opportunities for quality-oriented, career-minded individuals. Geographically situated in the heart of the Blue Ridge Mountains, ECRS offers the unique opportunity high-tech career in a resort college town setting. The ECRS family is made up of energetic, outgoing professionals who love what they do for a living. They are courteous, knowledgeable people who strive for excellence in everything they do. ECRS employees work together in dynamic teams to create, sell, install, and support our best-in-class retail automation solutions. We believe that acceptance of diversity is a key reason as to why we're successful. All qualified applicants who can demonstrate integrity and competence will receive consideration for employment and advancement without regard to race, color, religion, gender, sexual orientation, disability, age, political affiliation, or national origin.