Digital Marketing Specialist

Pekin, IL (Office Location)

Reports to: Media & PR Director


The Digital Marketing Specialist is a key player in the McD Digital team – developing and managing pay-per-click advertising programs, researching keywords, optimizing landing pages, developing PPC ads, preparing proposals, reports and more. Selected hire will coordinate and help manage client PPC campaigns to ensure goals are being met. This position also coordinates client services responsible for maintaining a PPC campaign’s tasks, creative development and performance reporting, keeping in communication with clients and keeping the team and Marketing Strategist informed of progress. Continuous learning is vital to the success of this position and to the reputation of our company as this is an ever-changing industry. The Digital Marketing Specialist must research the most effective tools and resources to ensure we are offering the best services to our clients.

Principal Responsibilities:

The responsibilities and duties of this position include but are not limited to:

Paid Search, Display and Social:

Work with Account Executives (AE) and Account Managers (AM) to develop, manage and optimize the performance of the paid digital marketing accounts for Google, Facebook and other platforms. The DMS will proactively identify, promote and test additional third-party advertising platforms as needed. Other activities include analysis of account performance against goals; determine appropriate PPC ad copy, keyword match types and landing pages to test for CTR and conversion rate improvements. The DMS will also work with staff to help mentor and advise on paid search best practices.

Website & Landing Page Building & Conversion Optimization:

Collaborate with the McD Digital team to design, develop, implement and manage the landing pages including web updates and maintenance. This person will also assist our website project manager during website builds as needed.

Web Analytics:

The DMS will utilize Google analytics to analyze and report the performance of our digital marketing programs. He or She will be responsible for setup, implementation and management. Knowledge of features such as advanced segments, goal tracking, bounce rates, exit pages, will be used to provide feedback and recommendations to improve performance. Additionally, the DMS will leverage Ad Words data – day parts, keyword positions etc. to optimize and tune the paid search accounts they manage.

Search Engine Optimization

The selected candidate will be assigned SEO work on specific client websites under the direction of our Web Development Director &/or SEO specialist. This involves a multitude of technical and user experience optimization work.

Required Skills and Attributes:

Physical Requirements:

Compensation and Benefits: *

*Eligibility requirements apply. See employee handbook.

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