Digital Marketing Specialist

Position Overview: The Digital Marketing Specialist owns the front end of our lead generation engine, planning, launching, and optimizing the digital campaigns that bring new prospects to FB Solutions Group. Working primarily in HubSpot and Google Ads, this role builds the landing pages, forms, and lead scoring that turn campaign traffic into qualified leads for our business development function, and owns the tracking and reporting that tie every lead to its campaign and spend, following it from first engagement through pipeline to closed-won customers. The ideal candidate is a hands-on, data-driven marketer who is equally comfortable building a campaign in HubSpot and optimizing a paid search account, and who also has experience supporting the broader sales and marketing team with collateral, trade media, and events.

Principle Duties & Responsibilities: HubSpot Campaigns & Marketing Operations:

• Build and launch lead generation campaigns in HubSpot, including landing pages, forms, emails, and workflows
• Design, implement, and refine fit and engagement lead scoring models in partnership with Sales and Business Development
• Manage lifecycle stages and lead routing to ensure a clean, timely handoff to Business Development
• Maintain HubSpot data quality, list segmentation, and campaign tracking
• Paid Search & Digital Advertising:
• Manage Google Ads campaigns day-to-day, including monitoring spend, adjusting bids and budgets, testing ad copy, and pausing underperforming ads
• Partner with our paid search consultant on campaign strategy, initial setup, and periodic account audits
• Continuously test and optimize campaigns to lower cost per lead and improve lead quality
• Conduct keyword research and build new campaigns and ad groups as needs arise
• Drive campaign optimization through HubSpot campaign performance metrics
• Tracking, Attribution & Reporting:
• Integrate Google Ads with HubSpot so ad spend, clicks, and leads are tracked by campaign
• Set up and maintain UTM tracking, source attribution, and conversion tracking in Google Analytics and Tag Manager so every lead can be traced to its channel
• Build and maintain HubSpot dashboards, using both out-of-the-box and custom reports, covering campaign performance, lead scoring activity, lead volume, cost per lead, and other leading indicators
• Own the lead-to-customer data reporting function: Follow each campaign from first engagement through pipeline to won customers, alongside the full cost of each campaign, including media, consultant, trade media, and event spend
• Partner with business development and finance on a shared view of spend, cost per lead, lead-to-prospect conversion, customer acquisition cost (CAC), and return, including gross profit
• Deliver regular performance reports to the CMO with insights and recommendations to guide budget and campaign decisions
• Prepare marketing performance data for each board meeting, in partnership with the CMOContent, Email & Trade Media:
• Execute content-focused lead generation campaigns through trade media partners
• Coordinate trade media ad placements, including specs, deadlines, and delivery of final assets
• Create and send email newsletters and nurture sequences to existing contacts and prospects
• Update website and landing page content in the HubSpot CMSSchedule and publish LinkedIn and other social media posts as needed
• Sales & Marketing Support:
• Support the sales team with collateral such as sell sheets, presentations, and case studies, working from existing brand templates
• Provide tradeshow and event support, including logistics, promotion, and post-event lead follow-up campaigns
• Partner with business development and sales to refine ideal customer profiles and target segments
• Other duties as assigned