Digital Marketing Specialist

Summary

The Digital Marketing Specialist supports the development and execution of digital marketing and content initiatives across social media, corporate website, email marketing, digital banking platforms, search engines, online reputation platforms, and other digital channels. This role serves as a key execution partner to the AVP, Director of Digital & Content Marketing, helping bring the credit union's digital strategy, campaigns, brand voice, and member-focused messaging to life.

This specialist creates and manages engaging content that provides education and value to members and prospective members while maintaining brand consistency, regulatory compliance, and a positive digital experience. The role has a strong focus on social media management, email marketing, HubSpot, website and blog content, and photography and videography, including capturing content in the field at branches, community events, and other credit union activities. The role uses analytics and performance data to continually evaluate and improve digital marketing efforts.

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned as needed.

• Social Media Management:
• Manage the credit union's social media presence across applicable platforms, including content planning, scheduling, publishing, monitoring, and engagement.
• Develop and deploy engaging social media content, including written posts, photography, video, graphics, reels, stories, contests, and other digital content.
• Develop and maintain social media content calendars in coordination with the overall marketing calendar.
• Email Marketing & HubSpot:
• Create, build, test, schedule, and deploy email marketing campaigns through HubSpot.
• Assist with the development and management of automated email campaigns, workflows, and other HubSpot marketing functions.
• Maintain email lists, segmentation, personalization, and campaign data to support targeted and relevant communications.
• Monitor email performance, including open rates, click-through rates, conversions, and other key metrics, and make recommendations for improvement.
• Content Creation & Writing:
• Write, edit, proofread, and publish digital content for social media, blogs, email campaigns, and other marketing channels.
• Develop blog and educational content that supports search visibility, member education, product awareness, and the credit union's overall content strategy.
• Translate complex financial products, services, and information into clear, engaging, and member-friendly content.
• Maintain a consistent brand voice, tone, messaging, and visual identity across digital channels.
• Photography & Videography:
• Support the marketing department's photography and videography needs by capturing high-quality photo and video content for use across social media, websites, email, advertising, internal communications, and other marketing channels.
• Attend credit union events, branch activities, community initiatives, member engagements, and other events to capture timely and authentic content.
• Collaborate with the AVP, Director of Digital & Content Marketing on photography and videography concepts, content needs, creative direction, and production.
• Assist with planning, shooting, editing, organizing, and maintaining photography and video assets.
• Develop short-form video content, including reels, stories, interviews, event recaps, educational content, and other social-first video.
• Analytics & Performance Reporting:
• Review, interpret, and analyze digital marketing performance across social media, email, website, HubSpot, search, and other digital channels.
• Track campaign and channel performance, engagement, conversion, audience growth, and other key performance indicators.
• Prepare regular reports and provide insights and recommendations to the AVP, Director of Digital & Content Marketing.
• Use data and performance insights to continually optimize content, campaigns, and digital marketing efforts.
• Brand & Cross-Functional Support:
• Ensure consistent branding, messaging, design, and member experience across digital content and third-party digital platforms.
• Collaborate with marketing team members and departments across the organization to gather information, develop content, and support marketing initiatives.
• Develop a thorough understanding of UTFCU products, services, promotions, programs, and member needs in order to effectively communicate their value.
• Support marketing campaigns, events, branch initiatives, community partnerships, and other organizational priorities.
• Assist with other marketing functions and projects as assigned by the AVP, Director of Digital & Content Marketing.