Digital Marketing Specialist II

MARTINS FAMOUS PASTRY SHOPPE•Chambersburg, PA

About The Position

The Digital Marketing Specialist II is a marketing professional who is an Ambassador for Martin’s. This individual uses primarily digital means to enhance the company brand, marketing initiatives, and ultimately sales volumes. This individual is a proactive thinker, consistently being creative in strategies and evaluating results for improvements moving forward. They are also committed to high levels of customer service and quality in their work in line with Martin’s overall culture.

Requirements

High School Diploma or GED
Bachelor’s Degree or equivalent from four-year college in Marketing or related field.
Five or more years of hands-on experience in digital marketing, including paid media, analytics, SEO, content management, and multi-channel campaign execution.
Critical thinking, problem solving, attention to detail, time management and strong planning skills and ability to self-manage are essential skills to this position.
Ability to read and interpret documents such as safety rules, operating and maintenance instructions, and procedure manuals. Ability to write routine reports and correspondence. Ability to speak effectively before groups of customers or employees of organization.
Ability to add, sub tract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rate, ratio, and percent and to draw and interpret bar graphs.
Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.
Proficiency with Microsoft Office suite including Excel, PowerPoint, etc. including ability to report and display KPIs.
Proficiency with WordPress, Wix, or similar CMS platforms.
Proficiency in GA4, Google Ads, Meta Ads Manager, Google Search Console, Google Tag Manager, Looker Studio, etc.
Experience with email marketing platforms (specifically Mailchimp).
Demonstrated ability to build and optimize landing pages.
Strong understanding of attribution models, KPIs, and data-driven optimization.

Nice To Haves

Experience in supporting CPG brand or working with retail partners strongly preferred.
Experience working with e-commerce, or omnichannel brand environments preferred.
Experience with geo-targeting marketing both domestic and international preferred.
Professional Marketing Certifications (Google Analytics, Google Ads, Digital Marketing Professional, GA4 etc.) preferred.
Experience in implementing, fine-tuning, and managing AI models – preferred
Familiarity with SEO tools such as SEMRush, Moz, or Ahrefs (preferred).

Responsibilities

Develops and executes digital and traditional marketing campaigns to increase product visibility and sales on retail platforms within budget guidelines.
Creates the materials, content and promotional materials and communications that support the implementation of the campaigns-including but not limited to preparing blogs, newsletters, press releases and other corporate communications.
Develops, implements, and optimizes successful digital advertising campaigns both domestic and international such as Google ads, CTV, retail media, Geo-Targeting, Meta Ads Manager, YouTube, Pinterest, LinkedIn etc. and programmatic platforms for performance-based outcomes
Conducts ongoing A/B testing of ad creative, targeting, landing pages, and messaging, providing actionable insights.
Demonstrates proficiency in GA4, Google Tag Manager, Google Search Console, and Looker Studio to track digital performance and user behavior across multiple channels.
Builds dashboards and reporting frameworks to measure campaign KPIs, conversion events, attribution, and ROI.
Experiments and implements innovative digital marketing strategies, tools and best practices to improve ROAS consistently.
Tracks and analyzes how ad creative elements perform for each unique advertising goal (traffic, conversions, engagement, etc.).
Collects, maintains and reviews statistical information that measures the effectiveness of marketing, advertising, and communications programs and strategies-including but not limited to how ad creative elements perform for each unique advertising goal (traffic, engagement, budget, audience etc.); Leverage AI-driven automation.
Reports and leads meetings to explain campaign details with key performance metrics (KPIs).
Updates and improves marketing and organizational communications across all mediums, including maintaining contact lists used for communications.
Develop, monitor and maintain company websites, social media profiles and any other web pages representing the company, making any necessary corrections/updates to maintain content and correct broken links: Conducts on-page SEO audits, keyword research, metadata updates, and content optimization to enhance organic visibility and search performance.
Develops and optimizes landing pages for digital campaigns, applying best practices for conversion rate optimization (CRO): Demonstrates advanced competency in WordPress and Wix, including page building, media management, plugin use, regular content updates, tracking integrations, and basic HTML/CSS troubleshooting.
Maintains archives for industry updates, company mentions, and competitive data.
Leads research projects on marketing trends, product information, industry trends and competitive products by identifying and evaluating product characteristics, market share, pricing, and advertising.
Acts as liaison with other departments to maintain brand standards and promote marketing initiatives.
Participates in events such as trade shows, festivals, marketing releases, launch events and press meetings as needed.
Assists overall marketing team with meeting and event preparation, as well as any other needed support that arises.
Updates job knowledge by participating in educational opportunities.