Digital Marketing Strategist

Description

The Digital Marketing Strategist is responsible for shaping and executing our holistic digital marketing strategy to drive lead generation, elevate brand visibility, and accelerate e-commerce performance. This role demands a deep understanding of market dynamics and a proactive approach to trend analysis, leveraging these insights to conceptualize, plan, and hands-on execute impactful digital initiatives across owned, earned, and e-commerce channels. The Strategist will also own all paid media efforts and develop a minimum viable plan (MVP) for an influencer pipeline to prove its concept and potential. Ultimately, this player-coach role is crucial in both defining and delivering strategies that attract, engage, and convert our target audiences through innovative and data-driven approaches.

Pay Rate/Range: 65,000 - $85,000

Pay Frequency: Biweekly

Bonus Eligible: Yes

Work Location: Minneapolis HQ & Innovation Lab

Travel: Minimal (10%)

*The salary for this role will be based on qualifications, experience, market data, and internal equity. Actual pay may vary due to factors such as location, skills, education, and performance. Pay is determined transparently, using market benchmarks and ensuring internal equity. 

Digital Footprint Ownership & Strategic Campaign Planning & Execution

• Takes complete ownership of the company's overall digital footprint, ensuring a cohesive, optimized, and high-performing online presence across all channels.
• Manages and optimizes customer segmentation, campaign performance tracking, and comprehensive reporting within HubSpot, ensuring data integrity and actionable insights.
• Develops and refines strategic digital campaign plans, clearly outlining objectives, target audiences, compelling messaging, channel selection, and key performance indicators (KPIs) for each initiative.
• Directly implements and manages digital campaigns, ensuring strategic alignment from concept to execution.

Digital Growth & Website Optimization (including E-commerce) - Strategy & Hands-On Management

• Develops, executes, and continuously optimizes advanced digital acquisition strategies across earned, owned, paid, and e-commerce media channels to maximize reach and conversion.
• Manages and strategically optimizes our website(s), ensuring an exceptional user experience, robust SEO performance, seamless e-commerce functionality, and highly effective lead capture mechanisms. This includes direct work within content management systems and e-commerce platforms.

Paid Media & Influencer Strategy Development & Execution

• Owns the entire paid media strategy, planning, hands-on execution, and optimization across all relevant platforms (e.g., Google Ads, social media advertising, display networks), managing budgets to maximize ROI and achieve specific performance goals.
• Develops a minimum viable plan (MVP) for an influencer pipeline, including identifying potential influencers, outlining engagement strategies, defining success metrics, and directly executing a proof-of-concept campaign to demonstrate its effectiveness.
• Continuously monitors paid media performance, conducting A/B testing and leveraging insights to optimize campaigns for improved efficiency and outcomes.

SEO & Content Strategy Development & Direct Implementation

• Over sees and guides our comprehensive SEO strategy, including advanced keyword research, optimizing on-page and technical SEO, and building high-quality backlinks to significantly improve search engine rankings and organic visibility. This will involve direct application of SEO best practices.
• Develops and manages sophisticated email marketing campaigns for lead nurturing, product announcements, thought leadership, and promotional efforts, leveraging advanced audience segmentation for maximum impact and personalization. This includes crafting email content and setting up campaigns within email marketing platforms.

Performance Analysis & Channel Engagement - Reporting & Hands-On Management

• Conducts in-depth analysis of all digital marketing performance using HubSpot analytics, e-commerce platforms, paid media dashboards, and other relevant analytics software, providing regular, insightful reports on KPIs, ROI, and actionable recommendations for continuous improvement.
• Strategically manages and enhances our social media presence (primarily LinkedIn), actively engaging with industry professionals, fostering community, and sharing compelling, relev