Digital Marketing Specialist
About the Role
We are looking for a highly analytical and driven Digital Marketing Manager to take full ownership of our digital marketing operations and vendor performance.
Currently, our paid search campaigns (Google Ads and Local Services Ads) are executed by an external agency (Thryv). This role is not about day-to-day campaign execution from day one; rather, it is about strategic oversight, vendor accountability, lead quality analysis, and ROAS optimization. You will be the internal subject-matter expert who bridges marketing spend with actual booked revenue, making data-backed recommendations on budget allocation and potentially evaluating bringing paid search in-house in the future.
Key Responsibilities
1. Vendor Management & Paid Search Oversight
• Hold External Partners Accountable: Lead monthly meetings and maintain day-to-day relationship management with our primary paid search vendor (Thryv), overseeing Google Ads and Local Services Ads (LSAs).
• Performance & Strategy: Direct priorities, audit keyword strategies, bids, geographies, and budgets to ensure marketing spend yields clear business results.
• In-House Potential: Assess performance to determine if and when it makes sense to bring paid search management in-house.
2. Analytics, ROAS & Lead Quality Analysis
• ROAS Tracking: Tie marketing/advertising spend directly to booked and invoiced revenue. Build and own performance dashboards and monthly reporting by channel and service line.
• Lead Quality Cross-Referencing: Cross-reference vendor lead data (from Thryv and corporate/Invoca) with internal job file conversion data to identify where high-value leads are converting or leaking.
• Call Review at Scale (AI-Driven): Monitor inbound call handling and intake quality. Leverage modern AI transcription and analysis tools to analyze call quality efficiently and repeatedly, minimizing manual listening while identifying gaps in lead conversion.
3. Google Business Profile & Review Management
• Profile Ownership: Oversee Google Business Profiles across all franchise locations—handling verification issues, category setup, service areas, hours, and photos.
• Reviews & Disputes: Drive review generation across field teams, handle review responses, and manage disputes/removal requests for inappropriate reviews in coordination with corporate/SEO partners.
4. Microsite & Content Optimization
• Website Ownership: Maintain and refresh our microsite content for each franchise (services offered, target cities, testimonials, landing pages).
• Conversion & SEO: Ensure service pages are optimized for searchability and conversion, directly impacting paid search efficiency and organic performance.
Candidate Profile & Requirements
• Experience: 2–3 years of solid, hands-on experience in digital marketing roles.
• Paid Search & SEO Fluency: Strong working knowledge of Google Ads, Local Services Ads (LSAs), Google Business Profiles, and local SEO strategies.
• Analytical Mindset: Comfortable conducting spreadsheet-level ROAS analysis, cross-referencing datasets, and translating raw data into actionable business recommendations.
• Vendor Oversight: Prior experience or strong comfort managing marketing agency relationships, holding them accountable to KPIs.
• AI & Tech Savvy: Up-to-date with modern AI tools (especially for transcription, call analysis, or workflow automation) and eager to leverage tech to streamline processes.
• Soft Skills: Adaptable, highly organized, proactive, and capable of operating as an independent single-point-of-contact for digital marketing.
