Digital Marketing Manager

Digital Marketing Manager

This is a hybrid role based in Ellicott City, MD, requiring in-office presence 3 - 4 days per month. Candidates must be located in the Baltimore/DC area or willing to relocate. 

Essential Duties & Responsibilities

Digital Marketing Strategy & Implementation

• Develop and execute digital marketing strategies that drive business objectives, lead generation, brand awareness, and revenue growth.
• Translate strategy into scalable digital programs, processes, standards, and best practices across North America.
• Strengthen the customer journey from awareness and engagement through lead generation, nurturing, and conversion.
• Partner with BU leadership and marketing stakeholders to align digital programs with business needs and sales priorities.

Marketing Automation & Technology

• Serve as a subject matter expert for Salesforce and Pardot (Marketing Cloud Account Engagement).
• Manage and optimize marketing automation, including lead capture, segmentation, scoring, nurturing, workflows, and tracking.
• Develop campaign structures, tracking standards, automation processes, and technology documentation.
• Partner with Sales, Marketing Technology, and IT to improve CRM integration, data quality, reporting, efficiency, and scalability.
• Evaluate and support adoption of new marketing technologies and digital tools.

Digital Campaign Management

• Plan, execute, and optimize integrated digital campaigns across email, paid search, paid and organic social, website, and other channels.
• Develop campaign strategies, audience segmentation, testing plans, and tracking approaches aligned with BU objectives.
• Manage campaign setup, deployment, testing, measurement, and optimization.
• Use A/B testing and performance data to improve engagement, conversion, and campaign effectiveness.

Marketing Analytics & Performance

• Establish reporting and measurement processes to evaluate digital marketing performance and business impact.
• Monitor KPIs including engagement, lead generation, conversion, cost per lead, and marketing-sourced or influenced pipeline, as applicable.
• Analyze campaign and customer data to identify trends, opportunities, and performance gaps.
• Translate data into actionable insights and recommendations for marketing leadership and BU stakeholders.

Business Unit Enablement & Collaboration

• Partner with BUs to develop and implement digital marketing plans within an integrated North American framework.
• Provide guidance and training on digital tools, campaign execution, marketing processes, and reporting standards.
• Drive consistent use of marketing technology, campaign standards, tracking practices, and measurement methodologies.
• Collaborate with Sales to strengthen lead management, campaign follow-up, and marketing-to-sales alignment.

Content & Creative Integration

• Partner with creative, content, and communications teams to develop digital assets that support campaign objectives.
• Translate creative concepts into digital programs optimized for engagement and conversion.
• Support development of landing pages, email content, digital advertising, case studies, service sheets, and other campaign assets.
• Maintain alignment with BV brand standards and messaging.

Marketing Operations & Project Management

• Develop and maintain marketing processes, workflows, documentation, and project management standards.
• Coordinate digital initiatives, timelines, deliverables, stakeholders, and external vendors.
• Identify operational inefficiencies and improve workflows, resources, and execution.
• Contribute to annual marketing planning and digital priorities.

Skills & Competencies

• Manage relationships with external agencies, freelancers, and vendors, ensuring deliverables meet quality standards and align with strategic objectives.
• Develop and manage digital marketing budget allocations across team salaries, tools, platforms, and campaign spend.
• Serve as the primary liaison between the digital marketing team and business unit leaders, facilitating clear communication and alignment.
• Participate in the recruitment, selection, and hiring process for digital marketing team members if necessary.
• Ability to analyze complex situations, develop actionable plans aligned with organizational goals, and adapt strategies based on evolving circumstances.
• Proficient with marketing automation platforms and CRM software (SalesForce & Pardot).
• Proficient and demonstrated experience in implementing campaigns within Pardot Engagement Studio.
• Strong analytical skills with the ability to interpret data and make data-driven decisions.
• Strong knowledge in creating reports including marketing ROI to executives.
• Excellent written and verbal communication skills.
• Creative thinking and problem-solving abilities.
• Ability to work with teams and create a collaborative environment

Supervisory Responsibilities

• Supervise and mentor digital marketing specialists, coordinators, and content creators, providing guidance on campaign execution, best practices, and professional development.
• Foster a collaborative, high-performance culture that encourages innovation, accountability, and continuous learning.
• Assign projects and delegate tasks based on team members' strengths, workload capacity, and development goals.
• Monitor team productivity and workflow efficiency, making adjustments to optimize performance and meet deadlines.

Education & Certifications

• Bachelor's degree in Marketing, Digital Marketing, Communications, Business, or a related field; equivalent education and experience may be considered.
• Minimum of five years of experience in digital marketing, marketing operations, marketing automation, or a related discipline.
• Demonstrated experience developing and implementing digital marketing strategies and campaigns.
• Hands-on experience with Salesforce and Pardot, including marketing automation, campaign management, lead nurturing, and reporting.
• Experience supporting multiple business units, business lines, or cross-functional marketing teams preferred.
• Experience in B2B marketing, professional services, or technical industries preferred.