Digital Marketing Specialist

Columbus McKinnon

Columbus McKinnon (NASDAQ: CMCO) is a leading worldwide designer, manufacturer, and marketer of motion control products, technologies, systems and services that efficiently and ergonomically move, lift, position and secure materials. Headquartered in Buffalo, New York, our key products include hoists, cranes, actuators, rigging tools, light rail work stations, and digital power and motion control systems. We are focused on commercial and industrial applications that require the safety and quality provided by our superior design and engineering know-how.

Position Details

Digital Marketing Specialist
Southeast Wisconsin
Menomonee Falls, WI

The Digital Marketing Specialist will have experience developing and executing multi-channel digital marketing initiatives and for mining, analyzing, and presenting key data in a useful format for all stakeholders within the Crane Solutions Group. This position requires experience in paid and organic marketing tactics, marketing automation, SEO tools, and a self-starter with strong time management skills.

  • Execute digital marketing strategies that optimize audience acquisition and engagement metrics across related markets
  • Assist with multi-platform digital marketing campaigns, executing the company’s online marketing, mobile, and social media strategy for all brands
  • Drive search results strategy using organic and paid search. Conduct keyword analysis and research. Convert search engine and web visits to qualified leads
  • Support implementation of on-line product configuration, quotation, and order management tools (Compass and all future variations)
  • Data entry and resource loading including content creation and structuring in Product Information Management (PIM) System, data cleansing in Customer Relationship Management (CRM), and content maintenance in Content Management System (CMS) as needed
  • Educate and train the organization on the benefits and use of Digital Tools
  • Work in coordination with other CMCO business units in the use of common toolsets
  • Strategic capability to participate in the proactive development of marketing plans and execute digital activities end to end, including directing and guiding structural changes caused by new technology integration into core business processes.
  • Actively work with multiple stakeholders to implement the digital tools strategy (Global Product Management, Marketing Communications, IT Information Systems (IS), support teams at local and corporate levels, Inside and outside sales teams.)
  • Securely provide critical data to core digital tools databases: Compass configurator (Platform used may change over time), Product Information Management (PIM), SAP or current business management system, Content Management System (CMS – EPIServer or equivalent)
  • Assist in the support of marketing automation/Customer Relationships Management (CRM – Microsoft Dynamics or equivalent/HubSpot) marketing strategy
  • Assist with tabulation of Key Performance Indicators (KPIs) relative to the execution of digital tools.


  • BA, or equivalent work experience, in English, Communications, Journalism or Marketing
  • 3+ years of experience in digital marketing
  • International and domestic travel <10%


  • Concentration in Digital Marketing, e-commerce, or related disciplines preferred
  • Metrics-driven marketing mind, with an eye for creativity and innovation
  • Advanced Excel skills including Pivot Tables, Conditional Formatting, If/Else statements, Macros
  • Analytics knowledge (Google, HubSpot, etc.)
  • Project management skills
  • Data Analysis experience to handle number crunching, analysis, and support of digital marketing efforts
  • Experience with ERP Systems, Epicor Manage 2000 platform desirable Epicore M2K desirable.

« Back