Digital Marketing Specialist
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Job Description
Digital Marketing Specialist executing and optimizing paid digital advertising campaigns for nonprofits at SofterWare. Collaborating with marketing teams to improve campaign performance using data-driven insights.
Responsibilities:
- The Digital Marketing Specialist supports customer acquisition and revenue growth through the hands-on execution, management, and optimization of paid digital advertising campaigns.
- This role manages day-to-day paid media operations across search, social, and external advertising partners while maintaining accurate tracking, organized processes, and consistent campaign execution.
- Working closely with the Digital Marketing & SEO Manager and Senior Digital Growth & Analytics Manager, the Digital Marketing Specialist uses performance data to identify opportunities, improve results, and strengthen campaign effectiveness.
- Build, manage, and optimize Google Ads and Microsoft Ads campaigns including keyword strategy, bidding, ad copy, and budget pacing.
- Conduct ongoing A/B testing of ad copy and landing page variants to improve click-through and conversion rates.
- Monitor campaign health daily — flagging anomalies, adjusting bids, and resolving disapprovals or tracking issues.
- Maintain clean campaign architecture and consistent naming conventions across all accounts.
- Build and manage paid campaigns across LinkedIn, Meta, and other relevant social platforms.
- Use CRM data and target account lists from Salesforce to develop audiences and engage high-value prospects.
- Upload and implement campaign assets, ensuring creative specifications, copy, targeting, and tracking parameters are accurate.
- Monitor campaign pacing, reach, frequency, and performance across active campaigns.
- Coordinate the delivery of advertising assets for industry publications, digital partners, and other external paid media placements.
- Track submission deadlines, verify that placements are live, and confirm that tracking is functioning correctly.
- Maintain an organized asset library and delivery log for partner advertising placements.
- Manage the creation, implementation, and governance of UTM parameters across paid media channels.
- Monitor and report on campaign performance metrics, including impressions, clicks, click-through rate, cost per click, cost per lead, and conversion rate.
- Use Salesforce reports and campaign data to evaluate how paid media contributes to pipeline development and closed-won revenue.
- Identify optimization opportunities and provide data-supported recommendations to improve campaign performance.
- Ensure paid media traffic is accurately connected to Pardot forms, Salesforce campaigns, and related tracking systems.
Requirements:
- Proficiency with Google Ads and Microsoft Ads
- Proficiency with LinkedIn Campaign Manager and Meta Ads Manager
- Working knowledge of GA4 and digital campaign measurement
- Strong understanding of UTM tracking, tagging standards, and campaign attribution
- Familiarity with Pardot and Salesforce preferred
- Proficiency with spreadsheets for campaign reporting, analysis, and budget pacing
- Strong analytical and critical-thinking skills
- Excellent organization and attention to detail
- Ability to manage multiple campaigns, priorities, and deadlines simultaneously
- Strong written and verbal communication skills
- Ability to collaborate effectively across Marketing, Sales, and Marketing Operations teams
Benefits:
- Paid time off and volunteer days
- Matching gifts program
- Parental and military leave
- 401(k) with employer match and profit sharing
- Medical, prescription, vision, and dental coverage
- Pre-tax dependent coverage and voluntary benefits
- Short-term disability
- Employee Assistance and Wellness Programs
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