Digital Marketing Manager

The Digital Marketing Manager will lead the execution and optimization of Schellman's digital demand generation efforts. The role focuses on paid search (SEM), ABM‑driven campaigns (1:1, 1:few, 1:many), paid social, retargeting, content syndication, and data‑driven budget management.
Responsibilities Search Engine Marketing (SEM)
Manage and optimize the Google Ads program end‑to‑end, including keyword strategy, bidding, ad copy, landing page alignment, and continuous A/B testing.
Drive qualified in‑market traffic for priority service lines (AI Governance, FedRAMP, CMMC) and emerging verticals (healthcare, financial services).
Monitor performance daily and make data‑driven adjustments to improve CTR, conversion rates and cost‑per‑lead.
Stay ahead of SEM trends, including AI‑driven search changes and evolving Google Ads features.
Integrated Digital Campaigns
Execute targeted digital campaigns aligned to our Tier1/2/3 demand‑gen framework: 1:1 (ABM): Hyper‑personalized digital touches for high‑value named accounts.
1:few: Segment‑specific campaigns targeting clusters of accounts that share key firmographic or behavioral characteristics.
1:many: Broad‑reach programs that build awareness and capture in‑market demand across key personas.

Manage paid social campaigns on LinkedIn, including sponsored content, InMail, and display, tailored to buying personas.
Build and optimize retargeting programs to re‑engage high‑intent visitors across channels.
Own and execute content syndication programs that distribute gated assets such as research reports and service‑line content.
Drive paid promotion and registration for LinkedIn Live series and webinar program, supporting at least two LinkedIn Live events per month and a monthly webinar cadence.
MarTech Stack Management
Primary owner and day‑to‑day administrator of the digital marketing technology stack, including paid media platforms, ABM tools, and advertising integrations.
Partner with the HubSpot administrator to maintain clean integrations between digital platforms and HubSpot for accurate lead capture, attribution and routing.
Identify and recommend emerging digital marketing technologies to improve campaign performance or operational efficiency.
Digital Budget Management & Optimization
Own day‑to‑day management of digital ad spend, ensuring campaigns are paced correctly and budgets are allocated to highest‑performing channels.
Track and report on digital campaign ROI, pipeline contribution and cost‑per‑opportunity.
Proactively identify under‑performing placements and reallocate spend to maximize results.
Collaborate with the Director of Demand Generation on quarterly budget planning and channel‑mix recommendations.
Performance Reporting & Analytics
Build and maintain digital marketing dashboards in HubSpot that tie campaign activity to pipeline outcomes.
Provide weekly and monthly performance reporting with clear takeaways and optimization recommendations.
Ensure UTM tracking, attribution and lead routing are consistently applied and accurately reflect how prospects entered the funnel.
Leverage ZoomInfo intent data to inform targeting decisions and identify in‑market accounts.
Close the feedback loop with the sales team on digital‑sourced lead quality and contribute to the weekly marketing intel cadence.
Cross‑Functional Collaboration
Partner with the Director of Demand Generation to align digital programs with broader integrated strategies.
Collaborate with the web and content team to align digital campaigns with timely assets.
Coordinate with sales to ensure digital‑sourced leads are followed up promptly.
Work with the events team to support paid promotion for webinars, LinkedIn Lives and sponsored events.
Qualifications Required
Demonstrated expertise managing Google Ads campaigns – keyword strategy, Quality Score optimization, bidding strategy and conversion tracking.
Experience running LinkedIn Ads campaigns for B2B audiences, including targeting by job title, company size, industry and account lists.
Strong analytical mindset – comfortable pulling data, building reports and translating performance metrics into actionable recommendations.
Working knowledge of HubSpot (or similar marketing automation/CRM platforms) for campaign setup, lead tracking and reporting.
Familiarity with ABM concepts and execution – experience with 1:1, 1:few, and 1:many campaign approaches.
Experience managing or contributing to content syndication programs.
Organized, detail‑oriented and execution‑focused with the ability to manage multiple campaigns simultaneously.
Preferred
Experience in professional services, cybersecurity, compliance, or technology sectors.
Familiarity with intent data platforms such as UserGems, DemandBase, ZoomInfo or similar.
Experience or familiarity with ABM tools.
Experience supporting webinar or virtual event promotion through paid digital channels.
Experience with programmatic display advertising and retargeting.
Strong familiarity with SEO principles and the intersection of paid and organic search strategies.
Google Ads certification is a plus.
Education, Experience and Certifications Bachelor’s degree in business, marketing, technology or a related field, or equivalent years of experience directly related to the duties and responsibilities described.
4–6 years of hands‑on B2B digital marketing experience, with a strong emphasis on SEM/paid search and paid social.
Equal Opportunity & Employment Policies Schellman is an equal opportunity employer (EOE) and strongly supports diversity in the workplace; we provide equal employment opportunities to applicants and employees regardless of race, color, religion, age, sex, sexual orientation, gender identity/expression, national origin, protected veteran status, disability status or any other legally protected basis, including arrest and conviction records, in accordance with applicable law. Schellman uses E‑Verify in our hiring process. At Schellman, we strive to provide a flexible and balanced environment and therefore offer the opportunity to work remotely, unless otherwise stated in the job requirements.

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