Digital Marketing Specialist

At CareHawk, we provide safety through technology, directly impacting the safety and security of students, staff, and long-term care residents across North America, and that's a rewarding feeling. We value giving back and caring for the most vulnerable in our communities, which drives our constant innovation and mission as an established leader in safety communications.

The Digital Marketing Specialist role requires an individual with a strong grasp of current and trending marketing tools and strategies and can lead integrated digital campaigns from concept to execution with a focus on opportunities to improve lead tracking and attribution. The individual will work with internal team members and agency partners to deliver on our strategy and to grow our business effectively and within budget. This position requires a professional who is creative and extremely detail-oriented with the discipline to manage multiple projects and competing deadlines.

**Duties and Responsibilities**:

- Build and execute social media strategy through research, benchmarking, messaging, and audience identification
- Maintain and manage all social media channels
- Generate, edit, publish & share content (original text, images, video, & HTML)
- Collaborate with other departments to manage company reputation, consistency of messaging, coordinate promotions, and increase reach
- Manage day-to-day SEM campaigns to drive qualified traffic and leads to dealer network
- Develop and implement new strategies to reach online advertising goals and deliver on established KPIs
- Continually evaluate and improve campaign effectiveness; engage in ongoing competitive analysis
- Monitor campaign performance and budget, delivering progress and insight reports on a regular basis to the marketing team
- Develop paid search copy for ads, landing pages, and other web elements
- Research, create, and test keywords, descriptions, bidding strategies, ads, landing page content, URLs, & others to maximize lead results & quality of leads and traffic
- Review campaign results and extract insights in order to improve search marketing performance
- Follow latest SEM/standards and industry trends to ensure optimal performance
- Develop and execute all digital display advertising campaigns
- Measure and report performance of digital display advertising campaigns and assess against goals (ROI and KPI’s)
- Brainstorm new and creative growth strategies with marketing team
- Plan, execute and measure experiments and conversion tests
- Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points
- Evaluate emerging technologies and provide thought leadership and perspective for adoption where appropriate
- Own and maintain metrics and campaign reporting
- Work with marketing team in the management of corporate website, updating content and ensuring content is current
- Ensure the strategy and content is adjusted to both USA and Canadian markets
- Ensure ADA and AODA compliance for website and software
- CASL (Canadian) and CAN-SPAM (USA)
- Respond to dealer requests as required
- Manage development and new functionality
- Monitor web tracking data, make recommendations to improve and enhance sites
- Project management - draft internal communications, including project briefs, create and maintain detailed project timelines for planned initiatives; manage communication to key project stakeholders
- Oversee the overall health of the database including refreshes, scrubs/cleansing and refine processes to ensure scalability and identify opportunities for automation
- Monitor competitor CRM and Loyalty programs, testing and adopting best practices to continuously improve program
- Manage marketing messaging on our company portal
- Work with sales to identify and provide support for their campaigns
- Ensure provincial and federal compliance with CASL legislation.
- Other duties as assigned

**Qualifications include**:

- Post-secondary education in marketing or business is preferred
- Experience in a marketing / marketing support role
- Advanced experience using Google Analytics, Google AdWords
- Excellent communication skills, verbal and written
- Superior organizational ability with extreme attention to detail
- Proficiency with Microsoft Office (Word, Excel, PPT)
- Proficient in Adobe Photoshop, Illustrator, and InDesign. Adobe Premier (video editing) a bonus
- Proficient in CSS, HTML, and WordPress
- Solid grasp of graphic design principles
- Ability to operate under pressure of deadlines
- Experience managing lead generation campaigns is a plus
- Effective project management skills
- Excellent prioritization and time management skills
- Ability to be proactive with a sense of urgency
- Self-starter, highly motivated, ability to work in a fast-paced environment that is continually changing
- Understanding of marketing principles
- Good team player - work collaboratively and effectively as a team member