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3d ago

Digital Marketing Specialist

IRWIN SEATING COMPANY Grand Rapids, MI

Grand Rapids, MI

3d ago

Full time Marketing Analytics Campaign Management

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Job Description

Irwin Seating Company is seeking a Digital Marketing Specialist to own and optimize its full digital ecosystem, from website and SEO to paid media, social, email, landing pages, and marketing tech, ensuring the brand's digital presence reflects its quality and expertise.

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

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