Digital Marketing Specialist

Job Description and Requirements

The Digital Marketing Specialist supports a collaborative Digital Marketing team managing RBFCU's websites, digital communications, email marketing, targeted advertising, analytics and search optimization. This role partners across teams to enhance digital experiences, drive member engagement, and support organizational goals through data-driven insights and emerging technologies.

Essential Functions and Responsibilities

• Write, edit and coordinate review of member- and employee-facing content for rbfcu.org and other company websites, email marketing, Online Banking, the RBFCU Mobile app and other digital communications.
• Manage and maintain digital content, including webpages, forms and documents, using content management systems (CMS) to keep information current, accurate and aligned with regulatory, accessibility, brand and governance requirements.
• Build and execute automated and personalized email communications, including templates, audience segmentation and campaign testing, while applying best practices for messaging, coding, deliverability and member experience.
• Build, publish and maintain targeted digital advertising, collaborating with Marketing partners to ensure content, targeting and approvals align with campaign objectives.
• Manage digital projects and collaborate across the credit union to develop and enhance websites, email marketing and other digital experiences, coordinating requirements, content and approvals as needed.
• Develop business and technical requirements and perform user-acceptance testing for digital enhancements, including API integrations and automated workflows, documenting issues and collaborating with RBFCU's Web Development and Digital Experience teams through resolution.
• Analyze digital performance data, develop recurring and ad hoc reporting, identify actionable insights and recommend improvements to digital experiences and marketing effectiveness.
• Apply SEO and emerging-search best practices to improve the visibility, discoverability and performance of digital content across traditional and generative AI search experiences.
• Support digital governance, quality assurance and accessibility, including reviewing member-facing webpages, images and other content for accessibility before publication and monitoring content for accuracy, analytics implementation, brand standards and platform maintenance.
• Evaluate digital tools and emerging technologies, including generative AI, to improve processes, solve problems and create efficiencies.
• All other duties as assigned (note: essential functions and responsibilities may change or new ones may be assigned at any time with or without notice).

Requirements

• Bachelor's Degree
• Minimum of 3 years job-related work experience OR 7 years job-related work experience in lieu of degree
• Strong working knowledge of website content management using a CMS, with basic knowledge of HTML and CSS and the ability to research and troubleshoot common content, platform and rendering issues (Progress Sitefinity and/or WordPress experience is a plus)
• Experience with email marketing or marketing automation and best practices for messaging, coding, database management, deliverability and CAN-SPAM requirements (Adobe Marketo Engage experience is a plus)
• Experience analyzing digital performance data and translating findings into actionable recommendations (familiarity with Google Analytics, Google Tag Manager, Google Search Console and/or Data Studio is a plus)
• Strong communication and presentation skills, with the ability to translate needs between Marketing, business and technical teams and collaborate effectively with external vendors
• Excellent writing, copyediting and proofreading skills, with the ability to develop clear, accurate and audience-appropriate content across digital channels
• Strong project management and organizational skills, with the ability to manage multiple priorities, work independently and take ownership of assignments from discovery through implementation and follow-up
• Curious, self-motivated and comfortable learning unfamiliar technologies, with strong critical-thinking, problem-solving and judgment skills, including knowing when additional review, testing or approval is appropriate
• Ability to use generative AI responsibly for research, analysis, ideation, writing and problem-solving while independently evaluating results for accuracy and business appropriateness
• Experience with personalization, audience segmentation or targeted digital advertising platforms, with comfort working with structured data and large datasets (Segmint experience is a plus)
• Strong understanding of SEO and search-optimization best practices (experience with SOCi or Semrush is a plus)
• Knowledge of digital accessibility and ADA compliance best practices, ideally with familiarity with WCAG guidelines and experience reviewing webpages, images and other digital content for accessibility
• Strong working knowledge of Microsoft Excel for organizing, analyzing, validating and troubleshooting data