Digital Marketing Specialist

Title: Digital Marketing Specialist - 03236

Job Description:

Position Location: Raleigh, NC. Hybrid 2-3 days a week in office.

Job Summary:

The Digital Marketing Specialist is responsible for planning, executing, and optimizing performance-driven digital marketing programs to drive new member acquisition, product growth, and measurable conversions. This role manages paid search, digital display, and retargeting campaigns while also maximizing effectiveness within Online Banking (OLB), Mobile Banking, and integrated digital platforms such as Clutch, Savvy Money, Prizeout and others.

The specialist manages the end-to-end digital marketing funnel, leveraging Google Analytics (GA4) and platform reporting to monitor performance, identify optimization opportunities, and improve conversions. This role provides backup support for marketing automation/CDP platform, coordinates with vendors and partners, and delivers insights to enhance member engagement and results (ROI).

As a key contributor to the Coastal team, your responsibilities will be:

(35%) Paid Search, Digital Display & Retargeting Campaigns

• Plan, execute, and optimize paid search, digital and social display, and retargeting campaigns targeting new members and additional product adoption.
• Manage budgets, bids, targeting strategies, and creative testing to maximize conversions and ROI.
• Collaborate with vendors and internal teams to develop high-performing digital ads, landing pages, and target audience strategies.
• Manage audience creation, segmentation, and triggered messaging to advance members through the digital marketing funnel.

(35%) Online & Mobile Banking Campaign Management

• Manage and optimize campaigns within Online Banking and Mobile Banking by configuring, monitoring, and adjusting messaging and campaign elements to drive engagement and feature adoption and product adoption.
• Oversee marketing activities for online banking integrated systems, including Clutch, Savvy Money, Prizeout, and other partner platforms.
• Coordinate with vendors and internal teams for implementation, configuration, testing, and performance optimization.
• Identify opportunities to leverage platform capabilities and data integrations to enhance targeting, engagement, and conversions through applications submitted.
• Analyze conversion paths, drop-off points, and user behavior using tag manager, Google Analytics and platform reporting to improve campaign performance.
• Ensure alignment of campaigns with brand standards, compliance requirements, and digital marketing strategy.

(15%) Integrated Platforms & Partner Management

• Provide backup support for the Marketing Automation Specialist by assisting with campaign automation, workflows, and troubleshooting.
• Support business partner and affiliate sites by updating marketing and content, coordinating promotions, and ensuring brand consistency and compliance.

(15%) Analytics, Reporting & Optimization

• Analyze campaign performance, member interactions, and funnel metrics using Google Analytics and platform reporting.
• Generate dashboards, summaries, and actionable insights to inform digital strategy and optimization initiatives.
• Recommend adjustments to improve conversion rates, engagement, and campaign ROI

Experience:

• Five years of experience in digital marketing, online banking, or a related field
• Experience with financial services or credit union digital marketing preferred

Education:

• Bachelor's degree in marketing, digital media, communications, or a related area; or four additional years of experience in lieu of degree
• Advanced coursework or certification in digital marketing or related discipline preferred