Digital Marketing Strategist

About the role

Serve as the corporate digital marketing resource for divisions utilizing outside agencies for Google Ads, Meta advertising and related digital media. Partner directly with division marketers to understand community priorities, sales needs, target buyers, competitive positioning and community USPs, translating insights into actionable recommendations for agency partners.

Responsibilities

• Evaluate agency campaign performance and identify opportunities to improve lead generation, cost efficiency, targeting and conversion.
• Review Google and Meta campaign strategy, including keywords, search terms, geographic targeting, audiences, creative, messaging, landing pages and community-level positioning.
• Analyze campaign performance using GA4, HubSpot, Google Ads, Meta and other reporting sources, emphasizing performance beyond platform-reported leads.
• Identify underperforming campaigns and work with divisions and agency partners to develop optimization plans.
• Provide creative and copy recommendations based on campaign performance, buyer behavior and community positioning.
• Develop creative briefs and route requests to internal graphic designers and/or agency partners.
• Identify trends and opportunities across divisions, communities, channels and campaigns.
• Partner with internal teams and agency partners to improve tracking, attribution and reporting.
• Monitor organic search performance and identify SEO opportunities; participate in BrightEdge strategy and performance reviews.
• Evaluate landing pages and website content for SEO, conversion and campaign alignment.
• Help divisions understand the relationship between paid search, organic search, website behavior, HubSpot leads and sales activity.
• Participate in recurring marketing calls with all 19 divisions; help divisions evaluate agency recommendations and identify successful strategies to scale best practices.
• Partner with corporate marketing leadership, division marketing teams, graphic designers and agency partners to move recommendations into execution.
• Manage and monitor the corporate Facebook and Instagram accounts through Sprout Social; maintain consistent brand voice, messaging and social media best practices.
• Identify customer service or reputation concerns and route them to the appropriate internal or division team for follow-up.
• Support corporate organic social content, including copy recommendations, content optimization and engagement strategy; monitor performance and identify opportunities to improve reach and engagement.
• Develop and publish blog and digital content as needed; create how-to guides, training materials and process documentation for digital marketing tools and workflows.
• Provide backup support for Yext community setup; coordinate with internal teams, divisions and vendors on digital marketing initiatives.
• Support ongoing improvements to corporate digital marketing processes, reporting and technology; assist with vendor/platform administration and access as needed.

Qualifications

• 5+ years of digital marketing experience, preferably in a multi-location, franchise, real estate, homebuilding or similarly decentralized organization.
• Strong working knowledge of Google Ads and Meta Ads Manager.
• Strong GA4 knowledge.
• Strong understanding of HubSpot reporting, attribution, lifecycle stages and lead-source analysis.
• Understanding of SEO strategy and organic search performance.
• Ability to evaluate agency campaign performance and challenge or validate agency recommendations.
• Experience interpreting digital marketing KPIs including CPL, CPC, CTR, conversion rate, engagement, traffic quality and downstream lead performance.
• Ability to turn analytics into specific, actionable marketing recommendations.
• Strong copywriting and creative judgment.
• Ability to communicate with both marketing professionals and non-digital stakeholders.
• Experience working across multiple markets, locations or business units.
• Some travel may be required.