Digital Marketing Lead

Job Summary:

The Digital Marketing Lead is responsible for managing and executing GBU Life's digital marketing efforts across key digital channels, including the organization's website properties, social media platforms, and email marketing programs. This role works closely with internal stakeholders across Marketing, Sales, Member & Community Engagement, and Communications to ensure digital channels align with organizational priorities, campaigns, and initiatives. In addition to executing digital marketing initiatives, this role monitors and interprets digital marketing performance metrics.

Duties and Responsibilities:

Website Management and Optimization Serve as the primary owner and administrator of GBU Life's website properties, including gbu.org and sales.gbu.org. Maintain and update website content to ensure accuracy, relevance, and alignment with marketing campaigns, product updates, and organizational priorities. Build and maintain landing pages and supporting content for marketing campaigns, product launches, and sales initiatives. Monitor website performance, usability, and navigation to identify opportunities to improve the user experience. Coordinate with internal stakeholders and external vendors to support website enhancements, integrations, and technical updates. Ensure website content aligns with brand standards, compliance considerations, and organizational messaging. Support search engine optimization (SEO) efforts through thoughtful content structure, metadata updates, and keyword optimization. Social Media Management Manage and maintain GBU Life's social media presence across relevant platforms. Plan, schedule, and publish social media content that supports marketing campaigns, organizational storytelling, community engagement, and brand visibility. Coordinate with internal teams to gather content and ensure social media activity reflects key initiatives and organizational priorities. Monitor social media engagement and interactions, identifying opportunities to strengthen audience engagement. Utilize social media management platforms to manage scheduling, monitoring, and reporting. Track and analyze social media performance metrics to inform content strategy and improvement opportunities. Email Marketing Execution Plan, develop, and execute email marketing campaigns using the Constant Contact platform. Collaborate with internal stakeholders to develop email communications that support marketing campaigns, member engagement initiatives, and sales efforts. Manage email distribution lists, segmentation strategies, and scheduling of communications. Monitor campaign performance metrics including open rates, clickthrough rates, and engagement levels. Identify opportunities to improve campaign performance through testing, segmentation, and content optimization. Maintain best practices for email compliance, deliverability, and list management. Digital Analytics and Performance Insights Monitor and analyze digital marketing performance across website, email, and social media channels. Extract and interpret data from platforms such as Google Analytics, Constant Contact, and social media reporting tools. Prepare periodic reports summarizing digital channel performance and campaign effectiveness. Identify trends, opportunities, and recommendations to improve digital marketing performance. Partner with marketing leadership to evaluate digital channel effectiveness and inform future marketing decisions. Additional Responsibilities Collaborate with marketing team members to support integrated marketing campaigns and crosschannel initiatives. Stay informed of emerging digital marketing tools, technologies, and best practices. Support additional marketing initiatives as needed, particularly those requiring digital channel execution. Properly adheres to company risk management principles: o Adhering and supporting GBU's Enterprise Risk Management Framework. Understanding and complying with applicable laws, regulations, policies and procedures; completing all required training; executing and monitoring controls effectively (as applicable); appropriately identifying, assessing, escalating and remediating risks, potential issues and control failures (as applicable); and reporting compliance or regulatory concerns to management. Understanding and conducting oneself in accordance with the Employee Handbook and preserving GBU's brand and reputation.

Qualifications:

Bachelor's degree (B.A. or B.S.) in marketing, digital marketing, communications, or a related field. Minimum 35 years of experience in digital marketing, website management, or related roles. Experience managing website content through a content management system (CMS). Handson experience executing email marketing campaigns using platforms such as Constant Contact or similar systems. Experience managing organizational social media accounts and using social media management tools (e.g., Sprout Social or similar platforms). Strong understanding of digital marketing best practices. Familiarity with digital marketing analytics tools such as Google Analytics and platformlevel reporting tools. Ability to interpret digital marketing performance data and translate insights into recommendations. Strong organizational skills and ability to manage multiple initiatives simultaneously. Detailoriented with a commitment to maintaining accuracy and quality across digital platforms. Strong written communication skills and understanding of effective digital content practices. Ability to collaborate effectively with crossfunctional teams and internal stakeholders. Proficiency with standard business tools such as Microsoft Office and Teams.

Our Benefits:

Medical, Dental Vision Company paid HRA 401(k) + match Pension Plan LongTerm & ShortTerm Disability Life Insurance & AD&D PTO and VTO (Volunteer Time Off) About GBU Life GBU Financial Life is a member-owned, not-for-profit fraternal benefit society founded in Pittsburgh in 1892. Formed to provide financial security and benefits to its members. As Pennsylvania's largest fraternal, and the nation's sixth, GBU serves more than 60,000 members across the country with a 49-state sales and marketing footprint which will continue to grow until we are a nationwide provider. GBU partners with a network of 2,000 agents to market and distribute a variety of life insurance and retirement products, including term life, permanent life, and fixed annuities. GBU stays true to its fraternal roots, commitment, and mission by serving as an active supporter and contributor to well-known charities such as American Cancer Society, American Red Cross, and military-focused initiatives, among others. Giving back to the community and integrating the membership into service-oriented activities is an important part of GBU's fabric and culture.