Digital Marketing Specialist - Agent Marketing

State Farm is seeking a results-driven Digital Marketing Specialist to support its Agent Marketing Digital and Social Programs team. This hybrid role in Tempe, AZ focuses on Paid Search and Search Engine Optimization (SEO), with ownership of strategy, execution, performance management, and continuous program evolution for agent-level search efforts.

Role Focus

The position leads search strategy and optimization for agent-level Paid Search and SEO programs. The specialist collaborates with internal stakeholders, analytics partners, and external agencies to drive measurable performance improvements across campaigns and markets.

Key Responsibilities

• Develop and manage agent-level Paid Search strategies aligned to business objectives, customer needs, budgets, and performance KPIs.
• Monitor campaign performance and key indicators including budget pacing, bids, conversion trends, lead volume and quality, and other metrics to identify issues and opportunities.
• Partner with agency teams on campaign setup and optimization, including keyword and audience strategy, bidding, budgets, creative, landing pages, targeting, and ongoing performance improvements.
• Analyze performance across campaigns, markets, audiences, and tactics, then recommend actions to improve efficiency and business outcomes.
• Build and manage testing roadmaps across campaign structures, bidding strategies, audiences, creative, landing pages, and emerging search capabilities.
• Evaluate new search technologies, AI-driven capabilities, platforms, and tactics, and determine where broader testing and adoption may be appropriate.
• Hold agency and media partners accountable for proactive performance management, optimization, accurate execution, and measurable results.
• Develop and manage agent-level SEO strategies to improve organic visibility, local discoverability, traffic, and consumer actions.
• Monitor SEO performance and identify opportunities and issues across technical SEO, local search, content, listings, and on-page optimization.
• Partner with internal teams and external vendors to prioritize and implement SEO improvements based on expected business impact.
• Use search trends, keyword insights, competitive information, and performance data to inform SEO recommendations and program evolution.
• Track changes to search engines, algorithms, AI-powered search experiences, and consumer search behavior and assess potential implications for Agent Marketing.
• Establish testing and measurement approaches to understand the impact of SEO enhancements and translate results into actionable recommendations.
• Coordinate Search with other digital channels by understanding how Paid Search and SEO fit across the broader consumer journey.
• Apply working knowledge across multiple digital media channels, including Paid and Organic Social, Display/Programmatic, Demand Generation, Connected TV, Streaming Audio and Video, YouTube, and other digital media channels.
• Use analytics and reporting to identify performance drivers, diagnose issues, and recommend next actions for improved campaign and program performance.
• Monitor media investment, budget pacing, forecasts, and performance against established goals.
• Evaluate metrics including CPC, CTR, conversion rate, cost per lead/acquisition, impression share, organic visibility, traffic, and consumer actions.
• Partner with analytics teams to strengthen conversion tracking, attribution, measurement, and reporting.
• Translate complex performance data into clear insights, recommendations, and implications for internal stakeholders and leadership.
• Develop reporting that explains why results happened, what action should be taken, and what should be tested next.
• Manage relationships with media, technology, SEO, analytics, and other external partners, providing strategic direction and accountability for deliverables and timelines.
• Critically evaluate vendor recommendations and support vendor evaluations, scopes of work, success metrics, and deliverables as needed.
• Ensure partners comply with brand, privacy, data-handling, and other applicable requirements.
• Manage project timelines, approvals, stakeholder inputs, and documentation across multiple initiatives.
• Partner with cross-functional teams across Marketing, Analytics, Brand, Creative, Compliance, Technology, Product, and Operations to execute and evolve Paid Search, SEO, and broader digital initiatives.
• Balance day-to-day program management with longer-term testing, innovation, and strategic search program evolution.

Required Qualifications

• Bachelor’s degree required.
• 3+ years of professional experience in digital marketing, digital media, Paid Search, SEO, or performance marketing.
• Demonstrated Paid Search expertise, including strategy, setup, keyword strategy, bidding, budgeting, pacing, testing, optimization, and performance analysis.
• Experience with major search advertising platforms such as Google Ads and Microsoft Advertising, including familiarity with automated bidding, AI-powered campaign capabilities, and evolving search products.
• Strong SEO knowledge including technical SEO, local search, keyword strategy, on-page optimization, content considerations, organic measurement, and search engine best practices.
• Strong understanding of digital performance metrics with the ability to diagnose performance issues and recommend actions.
• Experience developing structured testing strategies and using results to guide optimization and future investment decisions.
• Highly analytical ability to translate complex performance datasets into clear insights and recommendations.
• Experience managing media budgets and evaluating investment efficiency and business outcomes.
• Strong vendor and agency management experience, including the ability to challenge recommendations and hold partners accountable for results.
• Working knowledge of complementary channels including Paid and Organic Social, Display and Programmatic Media, Demand Generation, Connected TV, Streaming Audio and Video, YouTube, and local digital media.
• Understanding of how Paid Search, SEO, and other digital channels work together across the consumer journey.
• Curiosity and working knowledge of emerging digital and AI-driven advertising capabilities and potential impacts on Search and digital marketing.
• Proven ability to manage multiple complex initiatives, priorities, budgets, and partners simultaneously.
• Excellent written and verbal communication skills, including presenting performance, insights, risks, and recommendations to varied audiences.
• Ability to work independently while collaborating effectively in a cross-functional, matrixed organization.
• Strategic mindset with initiative, attention to detail, sound judgment, and focus on measurable business outcomes.

Tools & Platforms

• Google Ads
• Microsoft Advertising

Compensation

Salary: USD 97,000 - 135,300 per year.

Potential starting salary range: $97,000 - $123,000. Potential yearly incentive pay: up to 15% of base salary. Annual raise and bonus.

Additional location-based salary notes: for Colorado, Hawaii, and Washington candidates, the salary range is $106,700 - $135,300 (application deadline expected to close on 9/23/2026, with possible early closure or extension). For California, New York, and CT candidates, the potential salary range is $121,250 - $153,750, with potential yearly incentive pay up to 15% of base salary.

Work Location & Remote Options

Tempe, AZ (hybrid).

Qualified candidates living within commutable distance of a hub location listed below should plan to work from home and in the office as part of the hybrid work environment. Preference will be made for candidates assigned to one of the listed locations: Bloomington, IL; Dunwoody, GA; Tempe, AZ; and Richardson, TX.

Qualified candidates living outside commutable distance of any hub location may be considered for 100% remote work arrangements based on where they currently reside or are located.

Benefits

• State Farm pays most of your healthcare premium; multiple healthcare plan options, including a high deductible plan.
• 100% coverage for in-network preventative care.
• Vision, dental, telemedicine, and 24/7 mental health professionals.
• Educational benefits including industry leading training programs, top-notch tuition assistance programs, employee resource groups, and mentoring.
• Fertility/IVF/adoption assistance, college coaching, national discount programs, and interactive monthly financial workshops.
• Free financial coaching.
• Generous time off policies; opportunity to initially earn up to 20 days annually plus parental leave.
• Paid holidays, celebration day, life leave (40 hours/year), bereavement leave, and community service/education support days.
• Matching Gift Program and Good Neighbor Grant Program.
• Employee Assistance Fund.
• 401(k) plan with company contributions of up to 7% of your salary.

Additional Job Notes

• May require travel via commercial transportation or motor vehicles.
• May work irregular hours, including weekends and holidays, based on campaign needs.
• Responsible for handling and maintaining confidential and highly sensitive information.

Eligibility & Compliance

• Applicants must be eligible to work in the U.S. immediately; employer will not sponsor applicants for U.S. work authorization (e.g., H-1B visa) for this opportunity.
• Los Angeles candidates: consideration for employment of qualified applicants with criminal histories, per the Los Angeles Fair Chance Initiative for Hiring.
• San Francisco candidates: consideration for employment of qualified applicants with arrest and conviction records, per the San Francisco Fair Chance Ordinance.