Digital Marketing Specialist

Digital Marketing Specialist - Hawthorne Residential Partners 

Location: Hybrid, with travel required to the Greensboro, NC Corporate Office

 

Digital Marketing Specialist | Position Summary

The Digital Marketing Specialist plays a key role in managing and enhancing Hawthorne’s digital presence across multiple platforms. This position supports the execution, optimization, and performance tracking of online marketing efforts, including website management, search engine marketing, social media strategy, search engine optimization, and analytics reporting. This role partners closely with Marketing, Operations, and external vendor partners to ensure a consistent, data-driven, and brand-aligned digital experience across all Hawthorne communities.

Digital Marketing Specialist | Job Functions

• Website and SEO Management
  • Oversee performance, content, and ongoing updates of community websites to ensure accuracy, accessibility, and engagement
  • Implement on-page SEO best practices, including metadata, keyword integration, and image optimization
  • Partner with vendors to support new website launches, floor plan updates, and user experience enhancements
  • Audit and report on website performance metrics, including speed, engagement, and lead conversion
  • Manage domains, troubleshoot issues, and maintain website functionality across platforms
  • Maintain and organize digital assets, including photography, videos, and community content
  • Ensure all digital content meets accessibility standards and fair housing compliance
• Digital Asset and Ticket Management
  • Manage incoming requests through the marketing ticket system
  • Monitor, prioritize, and respond to requests in a timely and organized manner
  • Coordinate with internal teams and vendors to execute updates and resolve issues
  • Support content updates, asset requests, and digital troubleshooting across communities
• Search Engine Marketing and Advertising
  • Support the setup, monitoring, and optimization of paid search and social campaigns
  • Review ad creative, copy, and budget pacing to ensure alignment with marketing goals
  • Partner with leadership and vendors to analyze campaign performance and adjust strategies
  • Assist in driving qualified traffic and improving lead generation across digital channels
• Analytics and Reporting
  • Prepare recurring reports and dashboards to track digital performance
  • Monitor key performance indicators, including website conversions, ad performance, SEO visibility, and online reputation
  • Identify trends and provide actionable insights to improve ROI and consistency
  • Utilize tools such as GA4 and Looker Studio to analyze and present performance data
• CRM and Funnel Performance (Knock)
  • Analyze lead funnel performance to identify trends by source, campaign, and property
  • Provide recommendations to improve lead quality and conversion rates
  • Integrate CRM insights with website and advertising data for full-funnel visibility
  • Monitor lead flow and recommend optimizations to improve overall performance