Senior Digital Marketing Specialist

IT’S NOT GOING OUT OF OUR WAY; IT IS OUR WAY! 

At United Communications, we seek excellence in everything we do. We make it our mission to think ahead, make it easy, and make it personal. Every time. We’ve had the home team advantage for over 75 years, and we’re proud to serve the communities where we live, work, and play. This is an exciting opportunity to join a company in its growth stage, offering immense potential for personal and professional development. 

SUMMARY

The Senior Digital Marketing Specialist is responsible for the successful management of United Communications' digital strategy, encompassing digital channels such as the website, SEO/SEM, and digital advertising. The role requires a progressive-minded thinker who can connect digital to all other aspects of marketing and sales to drive positive brand exposure and customer growth. This role combines an in-depth knowledge of United’s business objectives with online strategies, within a competitive landscape, to deliver efficient and effective digital marketing recommendations and execution. This person handles day-to-day management and execution while also developing longer-term strategies and testing optimization. This role will also coordinate with our external marketing agency as needed and manage special digital projects.

The ideal candidate for this role embodies a mindset of excellence, delivers milestone-generating performance, and possesses an attitude that ensures the best customer experience in the telecommunications industry. As a company that leads the industry in terms of customer satisfaction and network performance, our marketing team excels in being fluid and adaptive to the needs of our internal team and our customers.

POSITION SCHEDULE AND ONSITE REQUIREMENTS

This position will be onsite in our Franklin, TN office, Monday through Friday, 8:00 AM to 5:00 PM, with the ability to work occasional hours outside of the scope to meet the needs of the business. Some United events and sponsorships will take place during evenings or weekends.
A small percentage of out-of-town, overnight travel may be required for conferences or training.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Duties include the following, but other duties may be assigned as required.

Website Responsibilities include, but are not limited to:

• Marketing and product messaging on the united.net website
• Website performance.
• Website functionality to ensure user experience is optimal.
• Maintenance and updates to the United website, which is a WordPress website.
• Messaging about United’s products and services on the Middle Tennessee Electric (MTE) website.
• Collaborating with the eCommerce Administrator to optimize the eCommerce capability on the United website to drive customer acquisition and new revenue.
• Ongoing coordination with the third-party vendor that hosts the United website.

Search Engine Optimization (SEO) Responsibilities include, but are not limited to:

• Continual optimization for Search Engines to position United Communications as an authority in searches.
• Weekly Google Business Profile posts.
• Ensure the NAP (Name, Address, and Phone Number) remains consistent on each of the business profiles scattered around the web; Update as necessary.

• Optimize United’s website and its performance through continuous SEO; Regularly review items such as browser caching, image sizes, meta descriptions, plug-ins, page size and speed, page redirects, keyword management including head and long-tail keywords, etc.

Digital Advertising Responsibilities include, but are not limited to:

• Manage and optimize paid search campaigns (Google Ads, Bing Ads, etc.) to drive qualified traffic, conversions, and ROI.
• Track and analyze campaign performance using Google Analytics 4 (GA4) and other reporting tools to derive actionable insights.
• Build audience segments and implement GA4 event tracking to measure campaign engagement and conversion paths.
• Conduct keyword research and competitive analysis to identify high-performing opportunities.
• Stay up to date on industry trends, platform changes (especially in GA4 and Google Ads), and best practices to maintain a competitive edge.
• Monitor and manage campaign budgets to ensure efficient spending and performance pacing.
• Design eye-catching ads to be utilized for digital media and other platforms as necessary.
• SEM and Display Advertising, including Paid Search and Display strategy and execution.
• Coordination with any third-party vendors who may handle a portion of United’s digital advertising.
• Management and tracking of the Blog program.
• Evaluation of current and new third-party websites and digital platforms to better reach United’s target personas (e.g., Zillow, Home Builders Association, HighSpeedInternet,com, etc.)

General Responsibilities

• Analyzes the results of all digital marketing efforts and campaigns, produces a monthly dashboard for leadership, and makes recommendations for changes.
• Develops unique strategies and builds upon current strategies within the digital arena to meet/exceed objectives.
• Executes all projects to be high quality, on-time, and cost-effective/on budget.
• Fosters timeline development and monitors progress, ensuring deadlines are met.
• Develop strong, trusting relationships with internal staff and external partners, providing leadership and support during strategy, ideation, and execution.
• Manages internal expectations, bringing issues/concerns to attention before they become problems, offering potential solutions, and advising potential delivery delays.
• Works closely with other members of the Marketing team to ensure strategies are aligned.
• Proactively keeps abreast of marketing, media, and promotional plans, and provides technological solutions including rich media, site optimization, promotional ideas, mobile, etc.

• Helps to nurture and enrich all external perceptions of the company and grow market share.
• Assists with local community events as needed as part of the broader Marketing team, some of which occur outside of standard business hours
• Other duties as assigned.

REQUIREMENTS

• Bachelor’s degree in Digital Marketing, Marketing, Business, or a related field.
• Intermediate or higher expertise in Microsoft Teams and Microsoft Office Suite (Word, Excel, PowerPoint, and Outlook).
• At least 7 years of experience in a B2B or B2C marketing role with proven experience with SEO, SEM, and digital display.
• Intermediate or higher WordPress skills.
• Knowledge of commonly used websites and HTML development tools.
• Google Analytics 4 certification.
• Up-to-date knowledge of digital best practices, strategies, digital touchpoints, and latest platforms and trends.
• PC Skills – requires an advanced understanding of web analytics, digital search, digital display, basic HTML coding, paid social, organic social media management platforms, computer hardware and software, along with the ability to review and analyze reports in company systems.
• Valid driver’s license and acceptable driving record.

PREFERENCES

• 3 years of experience in telecommunications or the ISP industry.
• Other Marketing certifications or training, e.g., Canva, Adobe Creative Cloud, Adobe Illustrator.
• Graphic design for digital applications or Video production skills.
• Strong conceptual and design skills with the ability to offer creative input and design solutions.
• Prior website development experience.

CORE COMPETENCIES

• Strong written and verbal communication skills.
• Strong project management skills.
• Strong prioritization, organization, and time management skills.
• Strong relationship-building ability with proactive, results-oriented, and resourceful approaches.
• Ability to meet deadlines without compromising accuracy; Excellent product quality and attention to detail.
• Demonstrated ability to work both independently and within a broader team environment.

INTERESTED IN LEARNING MORE ABOUT WHO WE ARE, OUR CORE VALUES, AND VIEWING ADDITIONAL OPPORTUNITIES? PLEASE VISIT OUR WEBSITE.