Senior Marketing Specialist - Digital Marketing Communications


Donaldson is committed to solving the world’s most complex filtration challenges. Employing innovation and breakthrough solutions, we are advancing filtration for a cleaner world. We look for the best people to help us succeed, offering opportunities to learn, effect change, and make meaningful contributions at work and in our communities. This is a place where you can make a world of difference.

Position Details

Senior Marketing Specialist - Digital Marketing Communications
Twin Cities Metro
Bloomington, MN

We are seeking a Digital Marketing Communications professional to lead several marketing functions within Donaldson’s Mobile Solutions Aftermarket (MSA) business. This role works closely with key business unit stakeholders and functional marketing team members to create strategy and programming that helps the business meet its annual objectives. This person must be an experienced marketer in the areas of demand management, social media, and marketing analytics and be a proactive agent of change who seeks to continuously improve and elevate the marketing function at Donaldson.

Role Responsibilities:

  • Demand management. Manage the strategy, development and tactical execution of integrated marketing communication programs in collaboration with cross-functional teams, including digital advertising (SEO, PPC, display), website and e-commerce marketing, eMail marketing, channel marketing, and experiential marketing activities. Own the lead management process by utilizing customer relationship management (CRM) and marketing automation platforms to enter, track, score and nurture marketing-qualified leads and convert them into sales-qualified leads.
  • Social Media. Support the rollout of a new social management technology platform. Manage content production, scheduling, campaigning and reporting of social media programs across multiple channels and regions. Promote and support Donaldson’s employee engagement platform and social listening activities.
  • Marketing analytics. Leverage data and reporting tools to track campaign metrics and the progression of prospects through the buying journey. Establish key performance indicators (KPIs) and tracking protocols to ascertain if marketing efforts are having their desired impact.Provide feedback and recommendations to management.
  • MSA market and customer expertise. Develop expertise on MSA markets, customer segments, and solutions. Apply that knowledge to develop value propositions, customer personas, journey-mapping and messaging designed to attract and motivate each target according to those specific needs and position within the buying journey.
  • Content development and management. Leverage the skills of a dedicated team of strategy, design, and digital marketing professionals to develop market-specific content for lead-generation, product launch, knowledge-leadership, and digital selling initiatives, as well as press articles, case studies, and sales enablement tools.
  • Brand stewardship. Consistently apply Donaldson brand standards to all customer-facing communications.

Minimum Qualifications:

  • Bachelor's degree in Marketing, Communications, or related field. 
  • Minimum of 5-7 years marketing communications experience, including the development and execution of integrated content marketing programs using both digital and traditional marketing channels. 
  • Minimum of 2-4 years using customer relationship management (CRM) and marketing automation technology platforms such as Microsoft Dynamics, Salesforce, Marketo, and Eloqua. 
  • Minimum of 2-4 years of expert knowledge of web analytics tools such as Google Analytics and Adobe Analytics, as well as social media analytics tools such as YouTube Analytics and LinkedIn Analytics. 
  • Strong project management skills.

Preferred Qualifications:

  • Experience using social media management platforms such as Hootsuite and Sprout Social. 
  • Significant experience performing or applying market analysis to create customer value propositions, market personas, and messaging platforms. 
  • Experience using account-based marketing (ABM) and sales enablement platforms. 
  • Proven success creating and utilizing digital marketing strategy and best practices, particularly as they relate to virtual customer relationship-building and selling processes. 
  • Experience writing and/or editing digital content. 
  • Advertising agency account management experience. 
  • Copywriting experience, with emphasis on digital communication. 
  • Experience managing relationships with marketing agencies and other partners. 
  • Excellent verbal and written communication skills. 
  • Microsoft Office software (Excel, PowerPoint, Outlook and Word)

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