Digital Marketing Strategist

About the Role

Key Responsibilities

• Create, manage, and optimize paid digital campaigns across Meta (Facebook/Instagram), Google Ads (Search, Display, YouTube), and industry-specific platforms.
• Develop strategy and content to support business line marketing (mortgage, consumer, business banking) and brand awareness initiatives.
• Lead A/B testing strategies and campaign optimization based on real-time performance data.
• Oversee day-to-day management of the organization's external website, including landing page creation, content updates, and performance improvements.
• Collaborate with SEO agencies to develop and implement SEO strategies (on-page, off-page, technical) to drive organic traffic growth and improve search rankings.
• Use tools like Google Search Console and SEMrush to monitor site health and performance.
• Track and analyze campaign KPIs (CTR, CPC, CPA, ROAS, etc.) using Google Analytics (GA4), Looker Studio, and platform dashboards.
• Create detailed campaign performance reports with actionable insights and strategic recommendations.
• Present data findings and marketing strategy updates to internal stakeholders and leadership.
• Develop high-performing ad copy, digital display creative, and promotional messaging aligned with brand standards.
• Collaborate with design resources or use tools (Adobe Creative Suite) to create static and animated ads for campaigns.
• Ensure all content is compliant with financial regulations and accessibility standards.
• Grow the organization's social media presence across platforms including LinkedIn, Facebook, Instagram, Tiktok, and emerging channels.
• Develop monthly content calendars, paid social strategies, and performance reports.
• Work with internal teams to ensure consistent, relevant, and engaging messaging across all touchpoints.
• Collaborate with internal departments including mortgage, business banking, HR, and community engagement to align digital efforts with business priorities.
• Support CRM and lead-gen integration strategies, tracking digital leads through the full conversion funnel.
• Coordinate with external vendors, media buyers, and agency partners as needed.
• Maintain in-depth knowledge of organization's products, services, and business channels, and stay current on industry trends and opportunities.

Requirements

• Bachelor's degree in Marketing, Communications, Advertising, or related field.
• 3+ years of experience in digital marketing strategy, with a proven record of campaign performance and optimization.
• Hands-on experience with Google Ads, Meta Ads Manager, and YouTube advertising.
• Experience with Google Analytics 4, Google Tag Manager, and Looker Studio.
• Experience with Website CMS platforms (e.g., Craft or similar).
• Proficiency with SEO tools (SEMrush, Moz, Screaming Frog, etc.).
• Familiarity with social media scheduling and analytics tools (SproutSocial, HubSpot).
• Strong understanding of performance data and ability to make strategy adjustments based on insight.
• Excellent written communication and visual storytelling skills.
• Ability to organize and prioritize multiple projects in a fast-paced environment.
• Proficiency using Microsoft Office Suite (Word, Outlook, PowerPoint, Teams, SharePoint, Excel).

Nice to Have

• Google Ads, Meta Blueprint, or SEO certifications.
• Familiarity with HubSpot, Salesforce, or similar CRM platforms.
• Knowledge of accessibility standards, ADA compliance, and financial marketing guidelines.
• Experience in financial services or regulated industry.

Qualifications

• Bachelor's degree in a related field.