Senior Digital Marketing Specialist

Overview -------- Senior Digital Marketing Specialist =================================== Quinn Company Build the Digital Experience Behind a Trusted Brand --------------------------------------------------- The Senior Digital Marketing Specialist is responsible for improving Quinn Company’s digital customer experience across the website, organic and local search, web content, conversion pathways, and supporting marketing technology. This senior individual contributor identifies opportunities, recommends improvements, and independently manages digital initiatives within established marketing priorities. The role combines hands-on digital marketing expertise with strong analytical thinking, web experience, search optimization, content planning, and agency coordination. The position reports to the Marketing Communications Manager for workload management, project execution, team integration, and performance management, with a dotted-line relationship to the Director of Marketing for digital direction, major priorities, and professional development. Wages ----- Starting wage will depend on experience and education. $75,000 - $97,000 Responsibilities ---------------- Essential duties and responsibilities include the following.  Other duties may be assigned. **Website & Digital Experience** * Manage and optimize Quinn’s website experience, functionality, usability, and conversion performance. * Identify and recommend improvements to navigation, page structure, mobile experience, forms, calls to action, landing pages, and customer journeys. * Manage website enhancement projects with external development partners from requirements through launch. * Conduct ongoing quality assurance to ensure website accuracy, functionality, and consistency. * Monitor website performance and proactively recommend improvements. **SEO, GEO & AEO** * Execute and optimize organic search initiatives across traditional search, local search, answer engines, and emerging AI-driven discovery platforms. * Use tools such as SEMrush, Google Search Console, GA4, and related platforms to identify performance trends, technical issues, and opportunities. * Recommend and implement on-page and technical SEO improvements. * Support GEO and AEO initiatives in alignment with broader marketing priorities. * Optimize metadata, internal linking, indexing, redirects, schema opportunities, and other technical search elements. * Coordinate implementation with internal teams and external SEO/web partners. **Web Content Planning & Direction** * Maintain an ongoing web content plan based on customer needs, search opportunities, business priorities, and campaign requirements. * Identify pages and content that should be created, refreshed, consolidated, or retired. * Develop clear briefs for common website content, including audience, page purpose, search intent, structure, key messages, calls to action, and conversion objectives. * Direct routine web content creation through agencies, freelancers, manufacturer resources, approved AI-assisted workflows, templates, and other available resources. * Coordinate with internal subject matter experts to ensure content accuracy. * Partner with internal content owners on higher-value or more strategic SME-driven content projects. * Maintain scalable content standards across product, rental, service, location, campaign, and informational pages. **Local Digital Presence** * Manage Quinn’s local digital presence across Google Business Profiles and related listing platforms. * Maintain accurate location information, categories, services, photos, links, hours, and related content. * Identify opportunities to improve local search visibility in priority markets. * Coordinate location updates, new branch openings, relocations, and verification issues. * Work with internal teams and external partners to improve location-page and local listing performance. **Conversion Optimization & Digital Performance** * Review website behavior, landing-page performance, forms, and conversion pathways to identify opportunities and friction points. * Recommend and implement improvements to page structure, calls to action, forms, messaging hierarchy, and customer journeys. * Partner with Lifecycle & Performance Marketing to connect campaign performance with website behavior and conversion outcomes. * Support testing and optimization initiatives and evaluate results. * Translate digital performance data and customer insights into actionable recommendations. **Marketing Technology & Digital Operations** * Support the effectiveness of Quinn’s digital marketing technology ecosystem. * Coordinate website, analytics, marketing automation, tracking, call tracking, forms, local search, and related platform requirements. * Identify technology gaps, integration issues, and process improvements and recommend solutions. * Assist with implementation and troubleshooting in partnership with internal system owners, IT, agencies, and vendors. * Support digital tracking, tagging, conversion measurement, and data integrity. * Evaluate new digital tools and vendors and provide recommendations to Marketing leadership. **Agency & Cross-Functional Coordination** * Serve as the day-to-day marketing contact for web development, SEO, local search, and related digital partners. * Develop clear project briefs, requirements, deliverables, and timelines. * Review agency recommendations and deliverables for accuracy, quality, usability, and alignment with Quinn priorities. * Partner with the Marketing Communications Manager to align workload, schedules, and project execution. * Collaborate with Paid Media, Lifecycle & Performance Marketing, Customer Growth & Experience, Social Media, internal content owners, and business stakeholders as digital needs intersect with broader marketing initiatives. **COMPETENCIES** * **Digital marketing proficiency:** Applies knowledge of website management, SEO, analytics, content optimization, and digital tools to improve visibility, engagement, leads, and customer experience. * **Customer-focused approach:** Creates clear, useful digital experiences based on customer needs, behaviors, search habits, and conversion goals. * **Analytical thinking:** Uses website, search, content, and campaign data to identify trends and recommend improvements that support business goals. * **Search and content strategy:** Plans and optimizes web content to support search visibility, customer intent, local search, answer engines, and conversions. * **Technical aptitude:** Works effectively with related marketing technologies to identify and coordinate solutions. * **Practical problem resolution:** Troubleshoots digital issues with sound judgment, resourcefulness, and a focus on practical solutions. * **Project accountability:** Owns assigned digital projects, managing timelines, deliverables, communication, and follow-through. * **Agency and vendor management:** Coordinates external digital partners and reviews deliverables for quality, accuracy, usability, and alignment with priorities. * **Cross-functional partnership:** Collaborates with Marketing, business stakeholders, IT, agencies, and subject matter experts to advance shared digital goals. * **Effective prioritization:** Balances multiple requests and deadlines while focusing on work with the greatest customer and business impact. * **Initiative and adaptability:** Identifies improvement opportunities and adapts to changing priorities, tools, search behaviors, and digital marketing practices. * **Commitment to continuous improvement:** Continuously improves digital performance, content quality, website usability, reporting, and processes. **SUPERVISORY RESPONSIBILITIES** This position has no supervisory responsibilities. Qualifications -------------- To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. **KNOWELDGE, SKILLS, & ABILITIES:** The following knowledge, skills, and abilities are required for successful performance in this role: * Demonstrated experience managing and optimizing business websites. * Strong working knowledge of SEO, technical SEO, local search, and content optimization. * Experience developing website and content recommendations based on performance and customer needs. * Experience working with web development, SEO, or digital agencies. * Strong understanding of user experience, landing pages, customer journeys, and conversion principles. * Experience with web analytics and digital measurement tools. * Ability to develop clear briefs and direct digital or web content development. * Strong analytical, organizational, problem-solving, project management, and communication skills. * Ability to work independently and manage multiple priorities. * Ability to travel occasionally, up to 10% of the time. Preferred skills for this role include: * Experience with WordPress or comparable content management systems. * Experience with SEMrush or similar SEO platforms. * Experience with Google Analytics 4, Google Search Console, and Google Tag Manager. * Experience with HubSpot Marketing Hub or comparable marketing automation platforms. * Experience managing Google Business Profiles or enterprise local listing platforms. * Familiarity with call-tracking and lead-routing technology. * Experience with conversion-rate optimization or A/B testing. * Familiarity with schema markup, indexing, redirects, and page-performance fundamentals. * Understanding of GEO, AEO, generative AI search, and emerging search behavior. * Experience in a multi-location, dealer, distribution, construction, industrial, automotive, or equipment-related business. **EDUCATION and/or EXPERIENCE** Bachelor’s degree in Digital Market