Higginbotham
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Digital Marketing Manager
role at
Higginbotham .
Position Summary The
Digital Marketing Manager
is responsible for driving qualified demand and measurable product growth across all digital channels—including web, SEO, SEM/paid media, social, and CRO. This role translates product marketing strategies into actionable channel plans, launches and optimizes high-performing campaigns, and continuously improves conversion and cost efficiency. The Digital Marketing Manager partners closely with Product Marketing, Program Management, and Marketing Automation/CRM teams to ensure each campaign is properly implemented, measurable from day one, and aligned with overall go-to-market objectives. Depending on company needs, the position may also recruit, develop, and lead additional digital marketing specialists.
Essential Tasks
Plan, execute, and optimize integrated digital campaigns across web, paid search/social, and email channels.
Develop channel briefs, manage content and asset calendars, and ensure timely and accurate delivery.
Lead SEO initiatives, including technical optimization, on-page improvements, structured data, and content gap analysis.
Own the CRO program: manage testing backlog, design A/B experiments, analyze performance, and deploy winning variants.
Coordinate with Product Marketing to align target audiences, messaging, and offers across channels.
Manage paid media programs across Google, Microsoft, LinkedIn, and Meta; oversee budgets, pacing, and ROAS/CPA targets.
Partner with web and design teams to maintain site architecture, UX patterns, Core Web Vitals, and brand consistency.
Develop and enhance landing pages for accessibility, mobile responsiveness, and conversion effectiveness.
Create and maintain reporting dashboards for campaign performance and channel health (GA4, Looker Studio, etc.).
Analyze results and provide actionable insights to reallocate budgets and scale successful tactics.
Collaborate with Marketing Automation/CRM on tagging, data capture, consent management, and attribution reporting.
Support partner and affinity co-marketing programs with carriers, wholesalers, and retailers. Contribute to quarterly planning, backlog management, and continuous optimization efforts.
Core Competencies
Ability to Analyze and Solve Problems: skill in recognizing challenges, exploring options, and implementing effective solutions in a timely manner.
Attention to Detail: a strong focus on completing tasks and projects accurately and thoroughly.
Communication Skills: capable of expressing ideas clearly in both verbal and written forms and engaging with various audiences.
Timely Task Completion: ability to finish tasks and projects efficiently, managing resources and priorities effectively.
Team Collaboration: willingness to work together with others, promoting teamwork and supporting shared goals.
Client Focus: dedication to understanding and addressing the needs of clients and stakeholders to ensure their satisfaction.
Dependability: acknowledgment of the importance of being present and punctual.
Creative Thinking: openness to suggesting new ideas and methods to improve processes and outcomes.
Organizational Skills: capability to prioritize tasks and manage multiple projects simultaneously.
Adaptability: willingness to adjust to changing situations and priorities, showing resilience in a dynamic work environment.
Experience and Education
5–8+ years of hands‑on experience in digital marketing, including SEO, paid media, web, and CRO.
Proven success improving conversion rates, CPL/CPA, and ROAS for growth programs.
Experience running experiments and reporting through GA4, Looker Studio, or similar analytics platforms.
Comfortable collaborating with CRM/automation teams on tagging, routing, and attribution models.
Bachelor’s degree in Marketing, Communications, Business, or related field—or equivalent practical experience.
Licensing and Credentials
Preferred: Google Ads Certification
Preferred: GA4 or Google Analytics Certification
Preferred: LinkedIn and Meta Ads Certifications
Preferred: A/B testing platform certification (Optimizely, VWO, etc.)
Systems
Analytics & Tagging: GA4, Google Tag Manager, Looker Studio
SEO Tools: Ahrefs, SEMrush, Screaming Frog, Google Search Console
Paid Media: Google/Microsoft Ads, LinkedIn, Meta
Web & Design: WordPress, Webflow, Zoho Sites, Figma
Project Management: JIRA, Smartsheet
CRM & Automation: Salesforce or Zoho; nurture and attribution concepts
Physical Requirements
Ability to lift twenty-five pounds.
Frequent use of sight to read documents and computer screens.
Frequent use of hearing and speech to communicate on telephone and in person.
Repetitive hand movements, such as keyboarding, writing, 10-key.
Walking, bending, sitting, reaching, and stretching in all directions.
Occasional travel for partner meetings, events, and team onsite sessions.
#J-18808-Ljbffr
Digital Marketing Manager
role at
Higginbotham .
Position Summary The
Digital Marketing Manager
is responsible for driving qualified demand and measurable product growth across all digital channels—including web, SEO, SEM/paid media, social, and CRO. This role translates product marketing strategies into actionable channel plans, launches and optimizes high-performing campaigns, and continuously improves conversion and cost efficiency. The Digital Marketing Manager partners closely with Product Marketing, Program Management, and Marketing Automation/CRM teams to ensure each campaign is properly implemented, measurable from day one, and aligned with overall go-to-market objectives. Depending on company needs, the position may also recruit, develop, and lead additional digital marketing specialists.
Essential Tasks
Plan, execute, and optimize integrated digital campaigns across web, paid search/social, and email channels.
Develop channel briefs, manage content and asset calendars, and ensure timely and accurate delivery.
Lead SEO initiatives, including technical optimization, on-page improvements, structured data, and content gap analysis.
Own the CRO program: manage testing backlog, design A/B experiments, analyze performance, and deploy winning variants.
Coordinate with Product Marketing to align target audiences, messaging, and offers across channels.
Manage paid media programs across Google, Microsoft, LinkedIn, and Meta; oversee budgets, pacing, and ROAS/CPA targets.
Partner with web and design teams to maintain site architecture, UX patterns, Core Web Vitals, and brand consistency.
Develop and enhance landing pages for accessibility, mobile responsiveness, and conversion effectiveness.
Create and maintain reporting dashboards for campaign performance and channel health (GA4, Looker Studio, etc.).
Analyze results and provide actionable insights to reallocate budgets and scale successful tactics.
Collaborate with Marketing Automation/CRM on tagging, data capture, consent management, and attribution reporting.
Support partner and affinity co-marketing programs with carriers, wholesalers, and retailers. Contribute to quarterly planning, backlog management, and continuous optimization efforts.
Core Competencies
Ability to Analyze and Solve Problems: skill in recognizing challenges, exploring options, and implementing effective solutions in a timely manner.
Attention to Detail: a strong focus on completing tasks and projects accurately and thoroughly.
Communication Skills: capable of expressing ideas clearly in both verbal and written forms and engaging with various audiences.
Timely Task Completion: ability to finish tasks and projects efficiently, managing resources and priorities effectively.
Team Collaboration: willingness to work together with others, promoting teamwork and supporting shared goals.
Client Focus: dedication to understanding and addressing the needs of clients and stakeholders to ensure their satisfaction.
Dependability: acknowledgment of the importance of being present and punctual.
Creative Thinking: openness to suggesting new ideas and methods to improve processes and outcomes.
Organizational Skills: capability to prioritize tasks and manage multiple projects simultaneously.
Adaptability: willingness to adjust to changing situations and priorities, showing resilience in a dynamic work environment.
Experience and Education
5–8+ years of hands‑on experience in digital marketing, including SEO, paid media, web, and CRO.
Proven success improving conversion rates, CPL/CPA, and ROAS for growth programs.
Experience running experiments and reporting through GA4, Looker Studio, or similar analytics platforms.
Comfortable collaborating with CRM/automation teams on tagging, routing, and attribution models.
Bachelor’s degree in Marketing, Communications, Business, or related field—or equivalent practical experience.
Licensing and Credentials
Preferred: Google Ads Certification
Preferred: GA4 or Google Analytics Certification
Preferred: LinkedIn and Meta Ads Certifications
Preferred: A/B testing platform certification (Optimizely, VWO, etc.)
Systems
Analytics & Tagging: GA4, Google Tag Manager, Looker Studio
SEO Tools: Ahrefs, SEMrush, Screaming Frog, Google Search Console
Paid Media: Google/Microsoft Ads, LinkedIn, Meta
Web & Design: WordPress, Webflow, Zoho Sites, Figma
Project Management: JIRA, Smartsheet
CRM & Automation: Salesforce or Zoho; nurture and attribution concepts
Physical Requirements
Ability to lift twenty-five pounds.
Frequent use of sight to read documents and computer screens.
Frequent use of hearing and speech to communicate on telephone and in person.
Repetitive hand movements, such as keyboarding, writing, 10-key.
Walking, bending, sitting, reaching, and stretching in all directions.
Occasional travel for partner meetings, events, and team onsite sessions.
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