Digital Marketing Manager

| As a Digital Marketing Manager you will work within our Marketing Department to promote Carolina Handling, owning the website as primary function. This position will have significant opportunities for impact to the organization’s brand and community presence. A key member of the Marketing team, the Digital Marketing Manager takes full ownership of the company website and leads digital demand capture efforts, providing project management and strategic digital marketing support, and assisting with marketing operations as assigned by the Senior Marketing Manager. Works independently on special projects according to agreed timelines and special requests. Could have direct reports. | | --- | | **Responsibilities** **Website Strategy & Ownership** Own CarolinaHandling.com as a strategic business asset responsible for customer experience, lead generation, search visibility, and digital performance. Develop and execute the website roadmap, prioritizing enhancements that improve user experience, engagement, conversion rates, and business outcomes. Manage website content governance, ensuring content remains accurate, optimized, on-brand, and aligned with business objectives. Partner with internal stakeholders and external development partners to implement website improvements, functionality enhancements, and new digital experiences. Monitor website health, accessibility, technical performance, and SEO best practices. **Organic Growth & Demand Capture** Develop and execute strategies to increase organic traffic, improve search visibility, and generate qualified inbound demand. Serve as the subject matter expert for SEO, AEO, GEO, and emerging search technologies. Conduct keyword research, content optimization, technical SEO analysis, and competitive benchmarking. Collaborate with content creators and subject matter experts to develop search-focused content that supports customer needs and business objectives. Continuously identify opportunities to expand Carolina Handling's digital footprint and authority across search and AI-driven discovery platforms. **Conversion Rate Optimization (CRO)** Lead website and landing page optimization efforts designed to improve visitor engagement and conversion rates. Design, build, and optimize landing pages supporting campaigns, product launches, events, and lead generation initiatives. Conduct A/B testing and user behavior analysis to identify opportunities for conversion improvement. Partner with the Performance Marketing team to maximize paid campaign effectiveness through optimized digital experiences and conversion paths. **Marketing Automation & Email Marketing** Own HubSpot administration, governance, and optimization. Build and manage email marketing campaigns, nurture programs, lifecycle workflows, and audience segmentation strategies. Develop lead nurturing programs that accelerate prospect engagement and improve lead-to-opportunity conversion. Ensure seamless integration between website forms, CRM systems, marketing automation platforms, and sales processes. Maintain lead scoring models and lifecycle stages in partnership with Sales leadership. **Analytics & Business Performance** Establish and maintain reporting frameworks that measure website performance, lead generation, campaign effectiveness, and pipeline contribution. Analyze website, campaign, and customer journey performance using HubSpot, Google Analytics, Search Console, and other marketing technologies. Translate complex performance data into actionable recommendations and executive-level insights. Monitor industry trends, competitor activity, and emerging technologies to identify opportunities for continuous improvement. **Cross-Functional Leadership** Serve as a trusted partner to Sales, Recruiting, Product Management, Communications, and Executive Leadership teams. Collaborate with internal stakeholders to align digital initiatives with business priorities and revenue goals. Manage relationships with external agencies, websi…