Sr. Digital Marketing Specialist

About WelcomeHomeWelcomeHome is an Atlanta-based SaaS startup with the mission to build the best Customer Relationship Management (CRM) platform in the senior living and home care sectors. Since launch in 2019, we have achieved incredibly rapid growth.Profitable from day one, we’ve hit hypergrowth with a team that prioritizes client results over external / VC reporting and internal politics.WelcomeHome’s differentiation extends beyond providing the most technologically advanced, easiest to use software in the space. Clients receive world class support, from the migration from their legacy CRM platform to ongoing day to day training and troubleshooting.About the RoleReporting to the Vice President, Marketing, the Sr. Digital Marketing Specialist manages WelcomeHome’s digital presence and activation. This includes website management, social media management, and email communications (cold outreach, monthly newsletters). This is a hands-on role that requires a working knowledge of digital strategy and daily management/execution. The Digital Marketing Specialist will partner closely with the Marketing Creative Director and Creative Team to bring our brand to life and execute digital lead generation campaigns, and measure the engagement and impact of our digital presence.Key Responsibilities: 1. Website ManagementIn collaboration with Creative Director, Writer, Graphic Designer, and/or future Marketing team members, manage and maintain WelcomeHome’s corporate website, day-to-day.This includes:Updating or modifying website structure (ex: navigation / framework) as corporate strategy and/or content marketing evolvesManaging and updating existing website content / pagesBuilding new pages and/or posting new content (ex: blog posts, resources, downloadable assets)Ensuring all web content is aligned to brand identity and voice, as well as grammar, context, and text qualityOversee Organic SEO, paid SEO, and AEO activities to ensure WelcomeHome’s website is highly ranked, findable, and results are accurateThis is an oversight - not a tactical - responsibility, meaning the Employee is not managing explicit keywords or running paid search programs. This is collaboration with and oversight of an outside vendor.Oversight responsibilities include monitoring performance regularly (ex: monthly), providing trend insights and/or competitive performance to Marketing leadership, and identifying opportunities to improve SEO/AEO performance.Ensuring WelcomeHome’s corporate website is online 24x7x365, functioning properly, and troubleshooting/resolving website issues should they arise. Stay engaged with corporate IT and compliance to ensure cybersecurity standards and compliantMonitor website analytics (in partnership with Senior Sales Operations Manager) and create performance reports for Marketing leadership as well as monitoring website user behavior to identify opportunities for improved engagement, lead capture, and performance.2. Social Media Management:In collaboration with Creative Director, Writer, Graphic Designer, and/or future Marketing team members, manage and maintain WelcomeHome’s social media properties. This includes:Oversight of WelcomeHome’s social media properties - currently LinkedIn and Facebook - to ensure all information is accurate, aligned to brand identity and messagingCreating, managing, and executing a monthly social media calendar designed to provide a constant drumbeat of posts to maximize WelcomeHome brand awareness and visibility. Posts are a combination of new content activation and reactivation to drive traffic.Collaborate with the Creative Team to develop social graphics, visual assets, and campaign materials. As the Marketing Team is building and delivering content to generate awareness and engagement (ex: blog posts, announcements, new assets, lead generation campaigns), employee will be responsible for incorporating the activation of messages and content on social properties as well as recycling posts as needed.Research opportunities to expand WelcomeHome’s social presence beyond current properties, enabling Marketing to engage target audiences in new and expanded ways. Once approved, collaborate with the Creative Director to build out a presence aligned to brand guidelines and messaging.Building, managing, and reporting on social media metrics and analytics for Marketing leadership to include opportunities for improvement or evolution.Social media property listening and responding:Daily reviews of all WelcomeHome social media properties to review content and engage where appropriate. For example, Liking, Sharing, and Commenting on posts as appropriate.Monitoring and responding to direct inbound messages and inquiries received from social media properties and routing them to the appropriate WelcomeHome team (ex: Sales or Customer Success) for next actionFollow and engage with key industry associations, partners, customers and agenciesAnalyze social media property Followers to understand demographics and build Followers tuned to WelcomeHome’s Ideal Client Profiles (ICP) and Buyer Personas.Manage paid social / boost programs, including budgeting, buys, and monitoring performance. Note that this program is currently under evaluation and will likely be evolving in the future. Employee will collaborate with Marketing leadership on a go-forward plan.Work closely with Senior Sales Operations Manager to establish measurement frameworks, analyze social performance, and identify opportunities to improve campaign effectiveness and business impact.Monitor B2B social media trends, platform updates, best practices, and audience insights to inform social media strategy and drive continuous improvement. Act as WelcomeHome’s subject matter expert on social media strategies to drive awareness and engagement for our solutions for prospects.3. Email Newsletter Execution:Design, build, and manage monthly WelcomeHome email newsletter curation and creation in HubSpot.Manage, maintain, and edit monthly newsletter templates, including content block topics and visual designServe as the marketing coordinator for newsletter content collection across Customer Success, Product, Clinical Innovation, Sales, and other stakeholders, ensuring content is gathered, organized, and delivered according to publishing timelines.Collaborate with Creative Team (Creative Director, Writer, Graphic Designer) as needed for proofing and ensuring newsletter is correct and ready for distribution each monthCollaborate with Senior Sales Operations Manager to send emails4. Email Campaign Execution:Design, build, and optimize tactical Marketing emails via HubSpot:Using guidance and content provided by Marketing Creative Team, create email messages to drive awareness (ex: web traffic) and engagement (ex: demo requests) for Marketing tacticsEnsure all emails align with brand standards and voiceDefine audience segmentation in collaboration with Marketing, Sales, Senior Marketing Automation Manager for email tacticsCollaborate with Marketing Automation Manager to ensure email tactics are sent on time and can be tracked effectively for campaign effectivenessDesign, build, and optimize Marketing lead nurturing / drip campaigns via HubSpot:Using guidance and content provided by Marketing leadership and Creative Team, create email messages to drive awareness (ex: web traffic) and engagement (ex: demo requests) for Marketing tacticsEnsure all emails align with brand standards and voiceDefine audience segmentation in collaboration with Marketing, Sales, Marketing Automation Manager for email tacticsCollaborate with Marketing Automation Manager to ensure email tactics are sent on time and can be tracked effectively for campaign effectiveness5. Product Banner Management:Creating, managing, and executing a monthly product banner calendar in partnership with Customer Success and Product teams.Be the point person for WHS teams (ex: CX, CI, Product) to collect content and activate.6. Webinar administration:Manage Marketing, Sales, and Customer Success Zoom events. This includes building and scheduling Zoom events, creating templates, and registration management.The Marketing Creative Team will supply text and graphics to be used for each event and the Digital Marketing Specialist will stage, test, and publish the events in ZoomManage registrant data exports and HubSpot integration for events.Provide live facilitation and management of Zoom events.Maintain the SOP library and training materials for event operationsIdeal Candidate ProfileExperience2-3 years in Digital Marketing, preferably in a B2B SaaS environmentExperience building and implementing digital strategy and campaigns on websites and social media propertiesExperience in Healthcare, Senior Living, and/or Home Care industry a plusSkills & CompetenciesAbility to operate both strategically and tactically, building/leading a Digital Marketing operation and executing day to dayExcellent written and verbal communication — can write a well defined and actionable brief as well as present to stakeholdersData-driven mindset; comfortable with both quantitative analysis and qualitative researchHighly cross-functional; able to build trust and influence without authorityOrganized and systems-oriented — can build and maintain living documentation and asset librariesExperience with CRM platforms (especially HubSpot), AI tools (ex: Claude, ChatGPT, Perplexity), website platforms (Wix, WordPress), social media properties (LinkedIn, Facebook, YouTube), and webinar platforms (Zoom). Social media management tool expertise is a plus.What You'll GetWelcomeHome strives to provide a competitive compensation package. Benefits include health, vision and dental coverage, 401(k) matching, paid parental leave, and unlimited PTO.But, on top of that, you'll be surrounded by awesome people who care deeply about what they do and will do whatever it takes to help you succeed.