Digital Marketing Specialist
IDI: Insulation Distributors Inc., Chanhassen, MN, United States
Overview
Compensation: $72,142 - $101,050 The Digital Marketing Specialist plays a critical role in driving IDI’s growth by identifying where customers discover information online and ensuring IDI shows up powerfully in those spaces. This hands-on role owns paid media and SEO while expanding into emerging discovery channels such as YouTube, Reddit, social platforms, and AI-driven search environments. The specialist manages daily campaign execution with precision, maintains healthy and efficient accounts, and translates platform data into strategic insights that unlock new opportunities. They actively leverage new technologies, including AI, to enhance performance and stay ahead of shifts in search behavior. In partnership with the Web, Ecommerce & Marketplace Manager, this role connects channel performance with onsite behavior to create a holistic view of IDI’s digital health and to shape strategies that meaningfully advance the business. Responsibilities
Paid Media / Advertising: Own the day-to-day management and optimization of IDI's paid media campaigns across Google Ads, Meta, and any additional channels in scope; build, maintain, and refine campaign structures, ad groups, audience targeting, and bidding strategies; manage budget allocation across campaigns and channels, optimizing toward defined performance targets; develop and execute A/B testing programs for ad creative, landing pages, and audience segments; own conversion tracking setup and integrity ensuring data is accurate, complete, and actionable; monitor performance daily and weekly, identifying shifts and acting on them quickly; evaluate and recommend new channel opportunities as IDI's growth strategy evolves. Search & Discoverability Strategy: Own IDI's SEO program including keyword strategy, on-page optimization, technical SEO coordination, and performance tracking; think beyond traditional search to understand discovery across YouTube, Reddit, AI chat platforms, social channels, and online communities, and develop strategies to put IDI in front of customers wherever they're looking; develop and maintain a keyword and content discoverability strategy reflecting how IDI's customers search across platforms, formats, and intent types; stay current on AI search behavior, algorithm developments, and how tools like ChatGPT and Perplexity influence discovery; partner with the Content Manager to ensure editorial output is informed by search and discoverability opportunities; coordinate technical SEO improvements with the Web, Ecommerce & Marketplace Manager and development partners, identifying issues, communicating requirements, and verifying implementation. Data Analysis & Performance Reporting: Track, analyze, and report on organic and paid channel performance, connecting channel data to on-site behavior and business outcomes; build clear, actionable reporting that translates complex data into insights leadership can act on; contribute channel-level data to the team’s consolidated reporting cadence led by the Web, Ecommerce & Marketplace Manager. Leadership Competencies: Demonstrates effective communication, drives for results, accountability, initiative, and collaboration with colleagues, including the Content Manager and the Web, Ecommerce & Marketplace Manager. Qualifications/Skills
Deep understanding of how people use the internet to find information and how discovery behavior is evolving; broad thinking about discovery beyond traditional search engine rankings. Technology-forward: curiosity about emerging tools, AI, and applying them to improve work; ability to propose technology-driven strategies to sharpen competitive advantage for IDI. Expert in online data analysis with proficiency across analytics platforms; ability to turn data into clear strategies and recommendations. Platform-fluent in paid and search tools; understands how to structure accounts effectively. Analytically driven: interprets performance data, forms hypotheses, makes decisions, and explains outcomes clearly. Curious about IDI’s business, customers, products, and competitive position before optimizing campaigns. Problem solver who combines platform expertise with business context to build customer-centered strategies. Clear communicator who translates complex data into plain language for leadership. Self-directed with initiative; collaborative in working with the Content Manager on discoverability-informed content and with the Web, Ecommerce & Marketplace Manager on data analysis, landing page performance, and tracking integrity. Experience
4–6+ years of hands-on paid media and/or SEO experience, serving as the primary manager for real accounts and budgets. Demonstrated proficiency in Google Ads and Meta Ads Manager — campaign builds, optimization, and reporting. Solid working knowledge of SEO fundamentals: keyword research, on-page optimization, technical SEO, and content strategy alignment. Experience working across a range of SEO, analytics, and performance reporting tools to track, evaluate, and act on channel performance. Experience setting up and maintaining conversion tracking (Google Tag Manager, GA4 events, Meta Pixel).
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Compensation: $72,142 - $101,050 The Digital Marketing Specialist plays a critical role in driving IDI’s growth by identifying where customers discover information online and ensuring IDI shows up powerfully in those spaces. This hands-on role owns paid media and SEO while expanding into emerging discovery channels such as YouTube, Reddit, social platforms, and AI-driven search environments. The specialist manages daily campaign execution with precision, maintains healthy and efficient accounts, and translates platform data into strategic insights that unlock new opportunities. They actively leverage new technologies, including AI, to enhance performance and stay ahead of shifts in search behavior. In partnership with the Web, Ecommerce & Marketplace Manager, this role connects channel performance with onsite behavior to create a holistic view of IDI’s digital health and to shape strategies that meaningfully advance the business. Responsibilities
Paid Media / Advertising: Own the day-to-day management and optimization of IDI's paid media campaigns across Google Ads, Meta, and any additional channels in scope; build, maintain, and refine campaign structures, ad groups, audience targeting, and bidding strategies; manage budget allocation across campaigns and channels, optimizing toward defined performance targets; develop and execute A/B testing programs for ad creative, landing pages, and audience segments; own conversion tracking setup and integrity ensuring data is accurate, complete, and actionable; monitor performance daily and weekly, identifying shifts and acting on them quickly; evaluate and recommend new channel opportunities as IDI's growth strategy evolves. Search & Discoverability Strategy: Own IDI's SEO program including keyword strategy, on-page optimization, technical SEO coordination, and performance tracking; think beyond traditional search to understand discovery across YouTube, Reddit, AI chat platforms, social channels, and online communities, and develop strategies to put IDI in front of customers wherever they're looking; develop and maintain a keyword and content discoverability strategy reflecting how IDI's customers search across platforms, formats, and intent types; stay current on AI search behavior, algorithm developments, and how tools like ChatGPT and Perplexity influence discovery; partner with the Content Manager to ensure editorial output is informed by search and discoverability opportunities; coordinate technical SEO improvements with the Web, Ecommerce & Marketplace Manager and development partners, identifying issues, communicating requirements, and verifying implementation. Data Analysis & Performance Reporting: Track, analyze, and report on organic and paid channel performance, connecting channel data to on-site behavior and business outcomes; build clear, actionable reporting that translates complex data into insights leadership can act on; contribute channel-level data to the team’s consolidated reporting cadence led by the Web, Ecommerce & Marketplace Manager. Leadership Competencies: Demonstrates effective communication, drives for results, accountability, initiative, and collaboration with colleagues, including the Content Manager and the Web, Ecommerce & Marketplace Manager. Qualifications/Skills
Deep understanding of how people use the internet to find information and how discovery behavior is evolving; broad thinking about discovery beyond traditional search engine rankings. Technology-forward: curiosity about emerging tools, AI, and applying them to improve work; ability to propose technology-driven strategies to sharpen competitive advantage for IDI. Expert in online data analysis with proficiency across analytics platforms; ability to turn data into clear strategies and recommendations. Platform-fluent in paid and search tools; understands how to structure accounts effectively. Analytically driven: interprets performance data, forms hypotheses, makes decisions, and explains outcomes clearly. Curious about IDI’s business, customers, products, and competitive position before optimizing campaigns. Problem solver who combines platform expertise with business context to build customer-centered strategies. Clear communicator who translates complex data into plain language for leadership. Self-directed with initiative; collaborative in working with the Content Manager on discoverability-informed content and with the Web, Ecommerce & Marketplace Manager on data analysis, landing page performance, and tracking integrity. Experience
4–6+ years of hands-on paid media and/or SEO experience, serving as the primary manager for real accounts and budgets. Demonstrated proficiency in Google Ads and Meta Ads Manager — campaign builds, optimization, and reporting. Solid working knowledge of SEO fundamentals: keyword research, on-page optimization, technical SEO, and content strategy alignment. Experience working across a range of SEO, analytics, and performance reporting tools to track, evaluate, and act on channel performance. Experience setting up and maintaining conversion tracking (Google Tag Manager, GA4 events, Meta Pixel).
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