Specialist Digital Marketing

DESCRIPTION

A big reason why Boyd CAT has been able to thrive for over a combined 150 years is our people. Each day, our team strives to adhere to the core values of safety, enthusiasm, respect, velocity, integrity, commitment, and excellence that have sustained our company through the decades. Our focus is to hire the most qualified applicants, provide them with the tools and training they need to succeed, and support them throughout their careers.

The Digital Marketing and Automation Specialist owns the technical execution of Boyd Company's digital marketing. The role builds and manages personalized, automated customer journeys in the marketing automation platform, maintains the company's websites, eCommerce sites, shared websites and other owned digital properties, plans and optimizes paid digital media, and manages the day-to-day relationships with digital agency and technology partners.

Working closely with the Advertising & Marketing Manager, the CRM team, Inside Sales, Information Services and Caterpillar, the specialist turns customer data into targeted, measurable programs that generate leads and support sales across new equipment, used, rental, parts and service.

Primary platforms utilized by the Specialist include Microsoft Dynamics 365 Customer Insights (Journeys and Data), Dynamics 365 CRM, HubSpot, WordPress websites, Google Ads, Microsoft Advertising, Microsoft Clarity, Meta, LinkedIn, Google Analytics, Google Search Console, Google Business Profile, Google Data Studio, SEMrush, CallRail and ClickUp.

REQUIREMENTS

* Bachelor’s Degree required in marketing, business, communications, or related field

* 3-5 years’ experience of hands-on experience building and managing automated customer journeys, segmentation and personalized communications within a marketing automation platform (Microsoft Dynamics 365 Customer Insights – Journeys preferred; HubSpot, Marketo, Salesforce Marketing Cloud or similar considered)

* Working knowledge of CRM data structures such as contacts, leads and opportunities; Microsoft Dynamics 365 preferred.

* Experience managing WordPress websites, including content updates, landing page creation, forms and plugins. Basic HTML and CSS knowledge is a plus.

* Hands-on experience managing paid media campaigns within Google Ads and Meta; Microsoft Advertising and LinkedIn Ads experience preferred.

* Experience managing agency and vendor relationships, including project coordination, performance management and budget oversight.

* Proficiency with Google Analytics and Google Search Console, working knowledge of SEO, and knowledge of online and email KPIs and social media analytics.

* Strong analytical skills and the ability to turn data into actionable marketing recommendations.

* Excellent organization, time and project management skills, with the ability to manage detailed work and communicate project status to all levels.

* Strong written, verbal and interpersonal communication skills.

* Knowledge of customer acquisition and retention strategies.

* Ability to assist in the implementation of the enterprise solutions marketing strategy.

* Good working knowledge of necessary technology and its application.

* Willingness to learn, be trained, and coach

* Highly self-directed with the ability to work independently or on a team amid rapidly changing priorities

ESSENTIAL FUNCTIONS

* Lead execution of the Company's digital lead generation strategy, digital assets and data integrity

* Maintain a high degree of discretion in handling confidential and sensitive information, and exercise initiative, integrity and accountability in all assigned areas

* Use essential technology, including Windows, Excel, Word, SharePoint, CRM and marketing automation platforms

* Communicate effectively in spoken and written English

* Travel to branches or other locations as required to perform assigned duties, maintaining a valid driver’s license

* Build, test and launch automated customer journeys in Microsoft Dynamics 365 Customer Insights – Journeys, including trigger-based, lifecycle, nurture, service, equipment ownership and re-engagement programs

* Design and document journey logic, decision branches, triggers, exits and re-entry criteria and perform testing prior to deployment

* Troubleshoot journey, segmentation and delivery issues, working directly with internal teams, Microsoft support and agency partners when escalation is required

* Develop personalized and dynamic content

* Build segments and manage list imports

* Manage the recurring email deployment calendar, including campaign creation, content assembly, proofing, testing, routing approvals, scheduling and deployment

* Utilize personalization, dynamic content blocks and customer data to improve relevance and engagement

* Maintain email deliverability standards through list hygiene, suppression management, bounce monitoring and sender reputation best practices

* Troubleshoot platform issues and escalate to issues when needed

* Build and maintain technical workflows that connect the marketing automation platform, CRM and lead routing

* Administer HubSpot, including users, contact tier usage and billing contact

* Maintain content and functionality for owned websites, campaign landing pages and microsites, and coordinate with the partners responsible for shared websites

* Build and update landing pages and lead forms, and confirm that form submissions route correctly into CRM

* Monitor website performance, uptime, hosting, security patching and incident response with hosting and development partners. Coordinate website access, permissions and hosting administration with Information Services

* Oversee inventory feeds, plugins and quality-check new features in staging before release

* Develop and execute SEO strategy with the SEO partner, monitor Google Search Console and act on technical audit findings

* Manage local listings, including Google Business Profiles, Apple Business listings and branch location pages

* Help customers and internal teams resolve website and portal issues, escalating technical problems to the right partner

* Plan, build, launch and optimize paid search, social and display campaigns across Google Ads, Microsoft Advertising, Meta, LinkedIn and other digital advertising platforms

* Build and maintain audiences, including customer lists and retargeting segments

* Monitor budget pacing and performance, and recommend budget shifts between channels and campaigns

* Own conversion and attribution tracking, including UTM standards, referral tracking, CallRail, store visit conversions, lead form tracking and CRM reporting integration, and resolve tracking gaps with partners

* Gather lead quality feedback from sales teams and utilize to optimize campaign performance

* Serve as the day-to-day contact for digital agency partners for website hosting, SEO, paid media, marketing automation support and OEM digital teams

* Manage scopes of work, retainer hours, project calendars, action items, quality assurance reviews and performance expectations to ensure work is delivered on time, within budget and aligned with business objectives

* Review and approve completed work, confirm invoices against agreed scope, and support new statements of work, contract renewals and vendor onboarding

* Work with the Advertising & Marketing Manager and Specialists to implement optimization recommendations and support campaign launches

* Proactively assist the Marketing Director on key projects, and cross-support the Advertising & Marketing and Events Specialists

* Keep tasks and project status current in the team's project management system

* Evaluate and leverage emerging marketing technologies, automation capabilities and AI-enabled tools to improve campaign performance, customer experience, reporting efficiency and marketing operation

* Project a positive image by interacting with fellow employees, customers, and management in a cooperative, supportive, and courteous manner; display a professional attitude; comply with company dress code

• Create and maintain good communications (verbally and in writing) and relationships with other Company departments, branches, employees, outside vendors, and customers by addressing and resolving concerns quickly
• Follow all work, safety rules, and procedures
• Perform other duties as necessary and assigned

BONUS POINTS

* Microsoft Dynamics 365 Customer Insights, HubSpot, Google Ads or Google Analytics certifications.

* Experience with LinkedIn Ads, Microsoft Advertising, Looker Studio, SEMrush and CallRail.

* Knowledge of email deliverability, consent and data privacy requirements.

* Experience in B2B, equipment dealer or industrial marketing, and familiarity with Caterpillar dealer programs.

BENEFITS

:

• Full-Time W2 Employee with bonus potential
• Full benefits including Medical, Dental, Vision, Disability, and Life Insurance

* Wellness Program

* Paid time off

* 401(k) savings with Company Match

LOCATION

:

We believe that working in the office fosters innovation, allows one to develop interpersonal skills, and helps you build new ideas and expand your knowledge. That’s why we’ve adopted a mixed remote work environment. This position allows for remote work with also reporting as directed to:

* 10001 Linn Station Rd, Louisville, KY 40223