Digital Marketing Manager 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, this 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 outcome
• 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.

Notice to Recruiters and Staffing Agencies: To protect the interests of all parties, Higginbotham Insurance Agency, Inc., and our partners, will not accept unsolicited potential placements from any source other than directly from the candidate or a vendor partner under MSA with Higginbotham.  Please do not contact our team members or send unsolicited potential placements.