Digital Marketing Manager

Schellman is a leading provider of attestation and compliance services, specializing in cybersecurity assessments. They are seeking a Digital Marketing Manager to oversee and optimize digital marketing programs, manage SEM efforts, and execute targeted digital campaigns to drive demand generation.

Responsibilities:

• Manage and optimize Schellman's Google Ads program end-to-end — 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
• Execute targeted digital campaigns aligned to our Tier 1/2/3 demand gen framework:
• 1:1 (ABM): Hyper-personalized digital touches for high-value named accounts (e.g., Fortune 500 healthcare/finserv for AI Governance; cloud service providers for FedRAMP)
• 1:few: Segment-specific campaigns targeting clusters of accounts that share firmographic or behavioral characteristics
• 1:many: Broad-reach digital 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 (CISOs, CTOs, Compliance Officers, GCs)
• Build and optimize retargeting programs to re-engage high-intent visitors across channels
• Own and execute content syndication programs that distribute Schellman’s gated assets including compliance frameworks, research reports, and service line content to in-market audiences at scale
• Drive paid promotion and registration for Schellman’s LinkedIn Live series and webinar program, supporting a goal of two LinkedIn Live events per month alongside a monthly webinar cadence across Tier 1 service lines
• Serve as the primary owner and day-to-day administrator of Schellman’s digital marketing technology stack, including paid media platforms, ABM tools, and advertising integrations
• Partner with our HubSpot administrator to maintain clean integrations between digital platforms and HubSpot to ensure accurate lead capture, attribution, and routing
• Stay current on emerging digital marketing technologies and make proactive recommendations for tools that would improve campaign performance or operational efficiency
• Own day-to-day management of digital ad spend, ensuring campaigns are paced correctly and budget is allocated to highest-performing channels
• Track and report on digital campaign ROI, pipeline contribution, and cost-per-opportunity
• Proactively identify underperforming placements and reallocate spend to maximize results
• Partner with the Director of Demand Generation on quarterly budget planning and channel mix recommendations
• Build and maintain digital marketing dashboards in HubSpot that tie campaign activity to pipeline outcomes, supporting a one-stop-shop reporting view for leadership
• Provide weekly and monthly performance reporting with clear takeaways and optimization recommendations
• Serve as a steward of lead source integrity ensuring UTM tracking, attribution, and lead routing is consistently applied and accurately reflects 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, contributing to the weekly Marketing Intel cadence and ongoing campaign refinement
• Partner closely with the Director of Demand Generation to ensure digital programs ladder up to broader integrated campaign strategies
• Collaborate with the web and content team to align digital campaigns to timely assets
• Coordinate with sales to ensure digital-sourced leads are followed up on promptly and feedback loops are in place to continually improve lead quality
• Work with the events team to support paid promotion for webinars, LinkedIn Lives, and sponsored events – ensuring pre-event and post-event digital touchpoints are activated consistently

Requirements:

• 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
• Bachelor's degree in business, marketing, business management, technology, or other relevant subject area, or equivalent years of experience directly related to the duties and responsibilities specified
• 4–6 years of hands-on B2B digital marketing experience, with a strong emphasis on SEM/paid search and paid social
• Experience in professional services, cybersecurity, compliance, or technology sectors
• Familiarity with intent data platforms (UserGems, DemandBase, ZoomInfo, or similar) and how to apply intent signals to targeting
• Experience or familiarity with ABM tools is a strong plus
• Experience supporting webinar or virtual event promotion through paid digital channels
• Experience with programmatic display advertising and retargeting
• Strong familiarity with SEO principles and how paid and organic search strategies intersect
• Google Ads certification a plus