Digital Marketing Specialist

Responsibilities

• Own the website strategy, structure, content, performance, and ongoing optimization.
• Drive UX and UI improvements to deliver a best-in-class digital experience for architects, consultants, dealers, and end buyers.
• Oversee the website CMS, content updates, and page builds, including product pages, market landing pages, and campaign microsites.
• Monitor site health, page speed, Core Web Vitals, and conversion performance; implement proactive improvements.
• Own the organic search program, including keyword research, on-page optimization, technical SEO, and content gap analysis.
• Manage Google Ads and retargeting campaigns, from strategy and budgeting to reporting and optimization.
• Collaborate with the Content Manager to produce SEO-informed content that drives organic traffic across market segments.
• Track and report on search performance, SERP rankings, and paid media ROI.
• Plan, execute, and optimize paid media campaigns across Google, LinkedIn, and other relevant channels.
• Build and manage retargeting audiences and nurture sequences that convert site visitors into qualified leads.
• Oversee the digital advertising budget and pipeline contributions from paid media.
• Lead the strategy and execution of Irwin's social presence on LinkedIn, Instagram, and emerging platforms.
• Coordinate with the Content Manager on social content planning and asset production.
• Manage paid social campaigns and measure performance against reach, engagement, and lead goals.
• Own the email marketing program, including newsletters, lead nurture sequences, campaign emails, and triggered communications.
• Build and manage audience segments within the CRM stack for timely, relevant communications (Salesforce, Constant Contact, Craft CMS).
• Monitor deliverability, open rates, click-through rates, and conversions; continuously test and optimize.
• Develop and manage conversion-focused campaign landing pages across product lines and markets.
• Lead A/B testing for landing pages, CTAs, and email campaigns.
• Ensure campaign infrastructure (forms, tracking, UTMs, integrations) is accurate and consistent.
• Own the set of digital marketing tools and their configuration.
• Build and maintain marketing dashboards reporting on pipeline contribution, digital performance, and campaign ROI.
• Serve as the analytics backbone for the marketing team, delivering insights to guide smarter decisions.
• Maintain proper tracking, attribution, and data governance across all digital channels.
• Partner with the Content Manager on SEO content, campaign assets, and social execution.
• Support Product Launch Managers with digital campaign infrastructure for new product launches.
• Collaborate with Lead Generation on MQL tracking, digital-to-sales handoff, and pipeline reporting.

Requirements

• 4+ years of digital marketing experience with demonstrated ownership of website, SEO, and paid media programs.
• Experience administering a CRM with list management, lifecycle stages, and basic workflow automation; Salesforce familiarity preferred.
• Hands-on experience managing CMS platforms.
• Working knowledge of UX/UI principles and conversion rate optimization.
• Strong analytical skills with the ability to translate data into actionable insights.
• Experience managing multiple digital channels in a B2B environment.
• Experience with LinkedIn Campaign Manager and paid social advertising preferred.
• Basic HTML/CSS knowledge for edits to websites and email templates preferred.
• Experience in manufacturing, commercial interiors, or architecture/design industries preferred; Google certification is a plus.

Technologies

• Google Ads
• Salesforce
• Constant Contact
• Craft CMS
• LinkedIn Campaign Manager

Why Irwin

• Established in 1907, Irwin Seating is a fourth-generation, family-owned company with locations in Grand Rapids, Michigan and Altamont, Illinois.
• We prioritize collaboration, growth, and doing the right thing in a people-first environment.
• Opportunity to build a long-term career within a company that values teamwork and expertise.

FLSA Status: Exempt