Digital Marketing Manager

About HouseWorks

Fueled by a real understanding of today’s challenges, HouseWorks is committed to a fundamental re-imagining of what it means to age. With over 20 years of operating experience, we have built a replicable service prototype, developed profitable, long-standing referral relationships, and created an innovative brand that positions us to serve the future customer. HouseWorks has grown to be one of the largest home care companies in the country and is dedicated to improving the health and well-being of its employees and the people it serves. 

We are embarking on an exciting new growth chapter that focuses on client service excellence, caregiver engagement, technological innovation, and growth in new markets. 

We are a mission-driven organization that is dedicated to improving the lives of seniors as they age.  We are passionate about what we do -- providing seniors and their families with a comprehensive, vetted and coordinated in-home service network that is high-touch, tech-enabled, compassionate and extremely well managed. We are in the exciting and dynamic home healthcare industry.  Our market opportunity is large and growing as the baby boomers age and the home increasingly becomes the epicenter for care as consumers demand convenience and lower-cost solutions. 

Job Summary:   

We’re looking for an experienced digital marketer with a high degree of SEO and SEM expertise to join our fast growing company as a Digital Marketing Manager. The Digital Marketing Manager works on the creation and implementation of digital marketing plans and tactics to support company growth.  As an important member of the company’s marketing team, the Digital Marketing Manager focuses on growing the business by effectively managing digital campaigns, optimizing digital media, and advancing marketing initiatives geared toward lead generation and customer creation for HouseWorks’ companies.

Essential Duties and Responsibilities:  

• Partnering with the VP of Marketing and marketing team you will play a key role in identifying and implementing the most successful channels and strategies to reach our target markets using digital tools and technologies either alone or in conjunction with traditional sales methodologies.
• Develop and implement digital marketing plans to support the company’s marketing strategy in alignment with the company's overall growth objectives.
• Hands-on management and optimization of our Google and Bing Search accounts to allocate budget effectively and maximize ROAS and ROI.
• Implement on-page and off-page SEO strategies and guide our web dev team on technical SEO improvements.
• Track and report on SEO performance and keyword ranking and make adjustments as needed.
• Conduct keyword research to identify and categorize our top keywords by volume, intent, and buyer journey for both organic and paid search campaigns and maintain our companywide keyword list.
• Collaborate with our web dev team to optimize website UI/UX structure to improve organic search rankings and increase conversions.
• Assist in the development of high-quality, engaging content that resonates with our target audience, improves our organic search rankings, and moves customers along their buyer journey.
• Plan and manage new digital advertising campaigns using platforms like Google Search Ads, Facebook Ads, Display, and other relevant channels.
• A/B test ad creatives and landing pages to improve conversion rates.
• Run growth experiments on digital platforms and measure results to determine viability of new channels.
• Assist in creating a content calendar with distribution across various channels, including the company website, blog, social media, and email.
• Measure digital performance based on target goals and KPIs and consolidate digital platform analytics into meaningful reports to understand and improve results and inform key stakeholders.
• Assist in the integration, monitoring, and growth of the company’s digital assets, and social media channels.
• Ensure that all SEO activities are ‘white-hat’ and that digital marketing activities adhere to industry and platform regulations and work with compliance teams to ensure compliance standards related to the home care sector.
• Perform other duties as assigned.

Qualifications and Skills: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

• 3 years of digital marketing experience utilizing paid digital ad platforms.
• High level of expertise managing and optimizing Google Search Ad campaigns.
• Experience and demonstrated results optimizing websites for organic search.
• Strong knowledge of digital analytics and the ability to generate and present management level reports.
• Solid working knowledge of sales and marketing metrics and KPIs.
• Ability to diligently manage digital channels and campaigns across platforms and measure their effectiveness.
• High degree of comfort setting up and optimizing tags and triggers in Google Tag Manager (GTM).
• Good working knowledge of Google Analytics 4 (“GA4”).
• Expertise working with CRMs and marketing automation systems, preferably HubSpot.
• Flexibility to monitor and optimize paid digital media accounts either individually, as part of a team, or in conjunction with an agency as needed.
• Fast learner with the ability to utilize and/or learn the most appropriate methods and channels to achieve the desired growth objectives.
• Experience executing successful paid and organic social media campaigns is a plus.
• Strong knowledge of the home care industry or healthcare sector is a plus.
• Effective communication and collaboration skills to work with cross-functional teams.
• Ability to stay updated on industry trends and emerging technologies.
• Creative thinking and problem-solving abilities.

Physical Demands:  

• Prolonged periods sitting at a desk and working on a computer.
• Must be able to lift up to 15 pounds at a time.
• Requires standing, sitting, walking; using hands to finger, handle, or feel objects, tools or controls; reaching with hands and arms; climbing stairs; hearing; talking

Work Environment:

Primarily remote work with expectation of flexibility to attend in-person office meetings in Woburn 2-4x per month or as required by management.

HouseWorks is an Equal Opportunity Employer. We do not discriminate against race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), national origin, age, disability or genetic information.