Digital Marketing Specialist
FirstBank, Birmingham, AL, United States
Position Summary
The Digital Marketing Specialist is responsible for executing and optimizing digital campaigns with a strong emphasis on CMS and CRM management, email marketing, and paid search. This role combines technical expertise, creativity, and data‑driven tactics to enhance customer engagement, drive conversions, and support broader marketing objectives. The ideal candidate is both strategic and hands‑on, passionate about delivering impactful digital experiences across the customer lifecycle.
Key Responsibilities
Develop and manage targeted email campaigns and audience segmentation to support acquisition, engagement, and retention.
Create and update website content via CMS, ensuring brand consistency and optimal user experience.
Maintain and optimize CRM systems for accurate segmentation, automation, and performance reporting.
Assist in planning, executing, and analyzing digital advertising campaigns (SEM and other placements); monitor KPIs and ROI.
Write compelling copy for emails, landing pages, and digital ads aligned with brand voice and campaign goals.
Manage online business listings, respond to reviews, and ensure accurate information across platforms.
Support the development and optimization of marketing automation initiatives for digital onboarding and SMS communications in alignment with customer experience and engagement goals.
Monitor campaign performance and budgets; deliver actionable insights and maintain performance dashboards.
Support conversion tracking setup in Google Analytics and Google Tag Manager.
Conduct A/B testing to refine messaging, design, and delivery strategies.
Collaborate with cross‑functional teams to ensure consistent messaging and seamless digital experiences.
Ensure compliance with email marketing regulations and industry best practices.
Contribute to broader digital initiatives including paid media, SEO, and social media as needed.
Knowledge, Skills, And Abilities
Proficiency in email marketing platforms, CMS and CRM tools.
Strong experience with Google Ads and paid search campaign management.
Proficiency with Google Tag Manager and Google Analytics for tracking and reporting.
Excellent copywriting and editing skills with a focus on clarity, tone, and conversion.
Analytical mindset with the ability to interpret data and optimize performance.
Understanding of customer lifecycle marketing and segmentation strategies.
Basic HTML/CSS knowledge for email formatting and troubleshooting.
Self‑starter with strong project management skills and the ability to meet deadlines in a fast‑paced environment.
Effective communicator and collaborator across teams.
Experience
Bachelor’s degree in Marketing, Communications, Business, or a related field.
2–4 years of experience in digital marketing, with a focus on CMS and CRM management, email marketing, and paid search.
Proven success in managing email campaigns and paid search initiatives.
Hands‑on experience with marketing automation and analytics platforms.
Experience working cross‑functionally and contributing to integrated marketing strategies.
Financial industry experience and certifications in digital platforms are a plus.
FirstBank does not accept unsolicited resumes from agencies and staffing firms. Recruitment agencies and consultants may not submit resumes directly to managers. FirstBank will not pay fees to any third‑party agency or company that does not have a signed agreement as an approved vendor. FirstBank is an Equal Opportunity Employer, including disability.
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Key Responsibilities
Develop and manage targeted email campaigns and audience segmentation to support acquisition, engagement, and retention.
Create and update website content via CMS, ensuring brand consistency and optimal user experience.
Maintain and optimize CRM systems for accurate segmentation, automation, and performance reporting.
Assist in planning, executing, and analyzing digital advertising campaigns (SEM and other placements); monitor KPIs and ROI.
Write compelling copy for emails, landing pages, and digital ads aligned with brand voice and campaign goals.
Manage online business listings, respond to reviews, and ensure accurate information across platforms.
Support the development and optimization of marketing automation initiatives for digital onboarding and SMS communications in alignment with customer experience and engagement goals.
Monitor campaign performance and budgets; deliver actionable insights and maintain performance dashboards.
Support conversion tracking setup in Google Analytics and Google Tag Manager.
Conduct A/B testing to refine messaging, design, and delivery strategies.
Collaborate with cross‑functional teams to ensure consistent messaging and seamless digital experiences.
Ensure compliance with email marketing regulations and industry best practices.
Contribute to broader digital initiatives including paid media, SEO, and social media as needed.
Knowledge, Skills, And Abilities
Proficiency in email marketing platforms, CMS and CRM tools.
Strong experience with Google Ads and paid search campaign management.
Proficiency with Google Tag Manager and Google Analytics for tracking and reporting.
Excellent copywriting and editing skills with a focus on clarity, tone, and conversion.
Analytical mindset with the ability to interpret data and optimize performance.
Understanding of customer lifecycle marketing and segmentation strategies.
Basic HTML/CSS knowledge for email formatting and troubleshooting.
Self‑starter with strong project management skills and the ability to meet deadlines in a fast‑paced environment.
Effective communicator and collaborator across teams.
Experience
Bachelor’s degree in Marketing, Communications, Business, or a related field.
2–4 years of experience in digital marketing, with a focus on CMS and CRM management, email marketing, and paid search.
Proven success in managing email campaigns and paid search initiatives.
Hands‑on experience with marketing automation and analytics platforms.
Experience working cross‑functionally and contributing to integrated marketing strategies.
Financial industry experience and certifications in digital platforms are a plus.
FirstBank does not accept unsolicited resumes from agencies and staffing firms. Recruitment agencies and consultants may not submit resumes directly to managers. FirstBank will not pay fees to any third‑party agency or company that does not have a signed agreement as an approved vendor. FirstBank is an Equal Opportunity Employer, including disability.
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