Digital Marketing Manager

About the role

Oversees HTB digital strategy, marketing operations, creative direction, and staff responsible for those duties. This role blends strategic thinking with hands-on execution across email, content, web, automation, and CRM to drive measurable pipeline and revenue growth. The position works cross-functionally with sales, design, and product to build repeatable systems that turn prospects into customers.

Responsibilities

• Coordinate with the marketing team to determine an integrated marketing strategy aligned with company goals and vision through digital channels including email, web, automation, and CRM.
• Design and implement ROI-driven campaigns across marketing automation, email, website, digital ads, SEO, and CRM.
• Set up tracking, UTMs, and dashboards to measure campaign performance across all channels.
• Own organic search strategy including keyword research, on-page SEO, site architecture, and backlink strategy.
• Monitor and optimize AI-driven search and answer engines to support visibility through these emerging channels.
• Build and maintain attribution reporting that connects all marketing activity to pipeline and revenue outcomes (cost per lead, cost per acquisition, marketing influenced).
• Create and provide reporting including analytics from Google Analytics, Google Data Studio/Looker Studio, HubSpot, and CRM reports, translating data into clear recommendations for leadership.
• Own day-to-day management of the company website, including content updates, landing pages, and optimization for conversions.
• Build and maintain automated workflows and continually test to improve efficiency and conversion rates at every stage.
• Apply CRO best practices (page speed, form design, messaging, mobile experience) to continuously optimize website and campaign performance.
• Collaborate with the marketing team to maintain customer-facing collateral such as one-pagers, presentations, email templates, and campaign toolkit, ensuring consistency with brand and compliance standards.
• Collaborate on the holistic customer experience strategy with internal partners to ensure all content is optimized and consistent across all platforms and user experiences.
• Manage digital platforms and relationships with outside agencies and vendors including scoping work, managing budgets, and holding partners accountable to KPIs.
• Serve as the primary point of contact for website vendor(s) and coordinate major and minor site upgrades with appropriate IT and internal staff.
• Provide leadership of assigned team by leading recruitment, interviewing, and training employees.
• Plan, assign, and direct departmental work that aligns with the company’s strategic direction.
• Set realistic and measurable performance goals and ensure employees have appropriate professional development opportunities.
• Effectively manage performance by providing consistent feedback and assisting employees in meeting established company standards and expectations.
• Coordinate interdepartmental goals to ensure alignment with company goals and vision.
• Maintain confidentiality and security of sensitive information.
• Adhere to all corporate policies and procedures, federal and state regulations, and laws, including those pertaining to the Bank Secrecy Act (BSA), Anti-Money Laundering (AML), Customer Identification Program (CIP), and OFAC.
• Complete all mandatory annual compliance training.
• Perform other duties and special projects as assigned.

Requirements

• Bachelor’s degree in Marketing, Communications, Marketing Statistics, Writing, Design, Digital Communications, or other liberal arts area.
• 8+ years of professional marketing experience.
• Experience using HubSpot Marketing Hub automation platform including landing page, email, workflow, and list creation, or similar platform, and willingness to quickly obtain HubSpot certification if automation experience is with a different platform.
• Working knowledge of and experience in HTML/CSS/JavaScript, WordPress (website content management system).
• In-depth experience in advertising through Google Ads, Facebook, and LinkedIn.
• Ability to act as a brand champion for the HTB brand, ensuring consistent treatment and use of the brand across all channels and outlets.
• Understanding of data integrations and automation.
• Problem-solving skills.
• Excellent written and verbal communication skills.
• Proficient in Microsoft Office products.

Preferred Qualifications

• Certifications in digital marketing platforms like Google, HubSpot, Microsoft Dynamics, etc.
• Leadership of teams and vendor management experience.
• Data-driven marketing experience.
• Knowledge of banking products and services.

About HomeTrust Bank

HomeTrust Bank, founded in 1926, is a North Carolina chartered, community-focused financial institution committed to providing value-added community banking through online/mobile channels and multiple locations in Virginia, North Carolina, South Carolina, Tennessee, and Georgia.

Work Environment & Physical Requirements

The physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job.

• This job operates in a professional office environment and routinely uses standard office equipment such as computers, phones, photocopiers, and scanners.
• Specific vision abilities required include close vision, distance vision, and the ability to adjust focus.
• Physical activity requiring reaching, sifting, lifting up to 25 lbs., finger dexterity, grasping, feeling, repetitive motions, talking, and hearing are required.
• The employee will frequently communicate and must be able to exchange accurate information with others.
• The employee may need to move around their office to attend meetings and access files, machinery, or other job-related tools.