Digital Marketing Specialist

The Digital Marketing Specialist is responsible for developing, organizing, implementing, monitoring, and analyzing results on an overarching digital marketing plan to increase and enhance our digital footprint. This includes all aspects of digital marketing: paid and organic with the main emphasis on paid media, and social media initiatives supporting First American Bank’s marketing programs. Strong analytical skills and data-driven thinking are essential, as is being strategic-minded with a desire to take a hands-on approach to content creation.

DUTIES & RESPONSIBILITIES:

Campaigns:

• Create, implement, and track digital campaigns. This includes organic efforts such as the bank’s website and emails, paid campaigns through various online platforms, and social media. Analyze data to ensure the effectiveness and optimization of these campaigns.

Content:

• Create engaging content by writing copy, as well as, developing visual assets for emails, social media posts, paid ads, bank website, and others as needed.
• Review and update content on the bank’s website for requested business unit updates as well as changes needed to enhance promotions. Ensure the content aligns with the bank's objectives and brand.

Lead generation/increase engagement:

• Identify website performance opportunities to increase traffic to pages using SEO, pay-per-click campaigns and other traffic generators including but not limited to, campaigns within the online and mobile banking platforms.
• Utilize social media platforms to enhance other digital efforts by increasing engagement and ultimately expanding our followers.
• Monitor and respond to user commentary regarding the bank while coordinating with relevant business units to ensure accuracy and appropriateness of responses. 

Reporting:

• Develop analytics reporting and present to executive management team. Measure the impact and effectiveness of various communication channels and formats using quantitative and qualitative media metrics.
• Leverage analytical thinking and data analysis to provide a value analysis based on data to determine if updates or changes are needed. Stay abreast of digital marketing trends and make suggestions to the team to try new initiatives. 

Collaboration:

• Work with multiple business units to align organizational sales objectives with all digital campaigns.
• Work with marketing team members on all aspects of digital marketing such as content creation, scheduling, and maximizing relevance between all digital efforts. 

Compliance:

• Work with Compliance department to ensure all copy and disclosures are correct and coordinate/implement any regulation changes for the bank’s website, search engine marketing and social media efforts.
• Ensure all written complaints regarding the organization found in social media channels are documented, reported and responded to appropriately and according to the Complaint Policy. Maintain the Social Media Policy and update as needed.
• Keep abreast of regulatory requirements for both social media and search engine marketing and make changes as needed. 

Other:

• Conduct and complete additional assignments/projects as designated by management.

• Bachelor’s degree in Journalism, Communications, Marketing or related area required.
• Minimum of four years of digital marketing experience required. 
• Minimum of four years of experience delivering content in multiple formats, such as written, audio, video, and digital media required. 
• Minimum of four years developing and executing strategic social media or content marketing plans experience required. 
• Experience using analytics to determine the impact and effectiveness of communication channels. 
• Banking or Financial Services industry is preferred. 
• Must be professional, comfortable speaking with external and internal contacts with a demonstrated ability to tailor the message appropriately to the audience and situation effectively. 
• Demonstrated ability to convey thoughts and ideas effectively and succinctly via written formats, including emails, letters, and electronic platforms. 
• Maintain professional standards relating to spelling and grammar. 
• Maintain credibility through professional demeanor, appearance, and presence by modeling standards appropriate to our environment and industry. 
• Maintain good working relationships with internal partners by exhibiting exemplary interpersonal skills, adopting a constructive, solutions-focused approach. 
• Use sound professional judgment to balance the interests of the organization and customer, understanding and using available resources to mitigate risks. 
• Team player with strong organizational skills and ability to work independently. 
• Skilled in using Adobe Acrobat, Illustrator, Photoshop, and Canva. 
• A knowledge of html and Google products (Tag Manager, Analytics, Looker Studio, Business Profiles, Cloud/API, Search Console), social media monitoring, and web content/development tools. 
• Proficiency with Microsoft 365 products and applications, including the ability to effectively prepare or review documents, procedures, and reports. 
• Demonstrated ability to learn new systems and applications, as well as the ability to understand, adapt and adjust responsibilities/workflows as a result of system upgrades. 
• This position requires periodic travel to attend in person meetings and satisfy office obligations/responsibilities. 
• Typical schedule is Monday through Friday 8:00 a.m. to 5:00 p.m. Additional hours may be required depending upon business need. 
• Punctuality is required to maintain First American Bank’s customer service standards.