Digital Lead Generation & Content Specialist

About the role

This role exists to create, manage, and optimize digital content and lead-generation campaigns across web, email, social, paid channels, and other digital platforms. It blends creative storytelling, digital strategy, content creation, design, analytics, and channel management; supports end-to-end campaign execution from concept through optimization; and requires a data-informed candidate who can move between ideation, execution, and analysis.

Responsibilities

• Content Strategy
  • Develop creative concepts and messaging strategies for sales driving, lead-generation campaigns across web, email, social, and paid channels.
  • Write persuasive, audience-focused copy for ads, landing pages, social media, email campaigns, web content, and other digital content.
  • Conduct keyword research and apply SEO and AIO best practices to improve organic visibility and content performance.
  • Partner with internal subject matter experts to translate complex or technical information into clear, compelling content.
• Digital Strategy & Campaign Management
  • Manage and execute digital content strategies and campaigns aligned with organizational goals and marketing priorities.
  • Maintain digital campaign calendars across channels.
  • Support the web designer in making improvements to the website for SEO, AIO, and digital optimization.
  • Continuously improve content performance through testing, optimization, and audience insights.
  • Stay current on digital advertising trends, platform updates, AI, and emerging lead-generation tactics.
• Collaboration & Project Management
  • Partner with designers, developers, and external vendors to bring digital initiatives to life.
  • Manage multiple projects while maintaining deadlines, quality standards, and attention to detail.
  • Collaborate with marketing team members and other stakeholders to support broader digital initiatives.
• Design & Production
  • Design visual assets, including digital ads and graphics, using Adobe Creative Suite or similar tools.
  • Ensure creative assets align with brand guidelines and maintain visual consistency across all channels.
  • Proofread work and maintain accuracy.
• Performance & Optimization
  • Monitor digital performance metrics, including website traffic, engagement, conversions, email performance, and social media analytics.
  • Use tools such as Google Analytics, marketing automation platforms, and reporting dashboards to evaluate content effectiveness.
  • Translate performance data into actionable recommendations to improve future campaigns and content strategies.
  • Monitor key campaign metrics such as conversions, cost-per-lead, click-through rate, and engagement, and use findings to improve lead quality and campaign ROI.
  • Test and iterate on messaging, creative, and design elements to improve campaign performance.

Required Qualifications

• 2+ years of experience creating digital content, managing digital channels, or digital marketing campaigns.
• Bachelor’s degree in Communications, Marketing, Digital Marketing, Digital Media, or a related field.
• Exceptional writing, editing, proofreading, and storytelling skills.
• Ability to adapt messaging for different audiences and platforms.
• Experience managing digital/web content through a CMS platform such as WordPress, HubSpot, or similar.
• Experience creating digital assets using Adobe Creative Suite or similar platforms.
• Proficiency with Microsoft Office applications, including Word, PowerPoint, and Excel.
• Experience with email marketing platforms and marketing automation tools such as HubSpot.
• Familiarity with paid social or search advertising platforms such as Meta Ads and Google Ads.

Preferred Qualifications

• Experience with SEO, AIO, content optimization, and digital marketing best practices.
• Understanding of user testing and customer experience best practices.
• Experience working with a CMS, CRM, analytics, or marketing technology platforms.
• Portfolio demonstrating examples of digital content, campaigns, websites, social media, or multimedia projects.
• Broader digital marketing, campaign optimization, and channel management experience.
• Industry knowledge: digital advertising, web content, social media, email marketing, and lead-generation strategy.

Core Competencies

• Communication
• Collaboration
• Customer Focus
• Problem Solving
• Accountability
• Adaptability
• Continuous Learning

Working Conditions

• Office-based work environment in a Delta Dental of Virginia office location
• Hybrid or remote work environment, requiring a home or other private work environment
• Regular use of a computer, phone, headset, or other standard office equipment
• Regular verbal and written communication with employees, customers, vendors, or others
• Extended periods of work involving sitting, typing, or reading from a screen
• Occasional movement within an office or between work areas
• Frequent travel to office and/or customer locations, using a reliable means of transportation
• Occasional lifting, carrying, pushing, or pulling up to 15 pounds
• Occasional bending, reaching, kneeling, or stooping
• Occasional evening, weekend, nonstandard hours, or travel based on business needs

About Delta Dental of Virginia

Delta Dental of Virginia is one of 39 member companies who are part of Delta Dental Plans Association — the nation's largest dental benefits provider association in the country. Delta Dental of Virginia has more than 5,400 network dentists and currently serves more than two million members. Guided by our mission to create healthy smiles, we strengthen our communities through employee volunteerism, education and by providing access to quality oral healthcare.

Benefits

• Annual Incentive Plan opportunity available to all team members, empowering you to share in our success
• Comprehensive health coverage including Medical, Dental