Role Description The Digital Marketing Specialist will support the execution and optimization of digital marketing initiatives that drive lead generation and brand visibility across Sola Salons’ national and local markets. This role works across paid media, SEO, website optimization, and analytics, with a strong focus on performance, testing, and data-driven decision-making. This position is ideal for a hands-on digital marketer who enjoys working across channels, thrives in a fast-paced environment, and wants to continue building expertise in performance marketing for a multi-location brand. This role reports to the Director of Digital Marketing and collaborates closely with internal teams and external partners. Primary Responsibilities - Paid Media & Campaign Management - Execute and optimize paid digital campaigns across channels including Google and Bing Ads, Meta, TikTok, Performance Max, and emerging platforms, in alignment with established strategies. - Monitor campaign performance and optimize toward lead generation and conversion goals. - Assist with audience targeting, campaign builds, creative testing, budget pacing, and reporting. - Partner with agencies and vendors to ensure campaigns align with business objectives. - This role is both hands-on in-platform while collaborating closely with agency partners for scale, testing, and specialized execution. - Improving marketing efficiency through testing and ongoing optimization. - SEO & Website Optimization - Execute on-page, off-page, local, and technical SEO initiatives in partnership with internal stakeholders and external agencies. - Partner with technical and marketing teams on website enhancements and content development. - Manage local business listing updates, publish Google Business Profile content, and support online reputation management efforts. - Monitor and analyze website performance, identifying opportunities to improve user experience, conversion rates, and overall site effectiveness. - Support keyword research, landing page creation, A/B testing, and ongoing optimization efforts to drive organic traffic and lead generation. - Analytics & Reporting - Track and analyze digital marketing performance across channels. - Build reports and dashboards to communicate insights and recommendations. - Monitor KPIs including lead volume, cost per lead, conversion rates, organic traffic growth, and engagement metrics. - Translate performance data into actionable insights to inform ongoing optimization and testing. - Support monthly budget forecasting and vendor invoice reconciliation. - Cross-Functional Collaboration - Work closely with franchise marketing teams, creative partners, agencies, and web development partners. - Support local marketing initiatives and new salon opening campaigns. - Stay current on digital marketing trends, platform updates, and emerging opportunities. Qualifications - 3–5+ years of hands-on digital marketing experience. - Strong understanding of paid media platforms with an emphasis on Google Ads and Meta Ads. - Experience with SEO and website optimization best practices. - Proficiency with core ad platforms, Google Analytics, Looker Studio, Google Search Console. - Strong creative instincts and a knack for developing, testing, and optimizing high-performing ad content. - Strong analytical and problem-solving skills. - Excellent communication and project management abilities. - Ability to manage multiple projects and priorities simultaneously. - Bachelor's degree in Marketing, Business, Communications, or a related field. - Experience supporting franchise, multi-location, or local marketing environments. - Familiarity with CRM and marketing automation platforms. - Experience working with agencies or external partners. - Understanding of lead generation funnels and conversion optimization. - Beauty, wellness, retail, or lifestyle brand experience. Compensation The salary range for this role is $70,000-$80,000 annually, commensurate on experience. This role is bonus-eligible and is based on company and individual performance; all bonuses are subject to board and CEO approval. Benefits - Paid Holidays: Take advantage of time off to relax and rejuvenate with 10 paid holidays! - Flex Time Off (FTO): Our employees work hard and we care about their well-being. Our FTO policy allows the ability to get the rest needed to maintain a well-balanced life! - Health Benefit Program: As a full-time employee, enjoy access to Medical, Dental and Vision insurances with various plans to choose from that best fit your needs! - Safe Harbour 401(k): You will be eligible to participate in the company sponsored Safe Harbor 401(k) retirement plan, with up to 4% company match, to help you reach your retirement goals! - Bonus: We believe in the power of rewarding those who go above and beyond and have curated bonus plans for every role to ensure all contributions are recognized and rewarded. - Employee Discount Program for Spa Services: Pamper yourself with a visit to one of our four corporately owned Woodhouse Day Spas! - Employee Assistance Program: We believe in supporting your mental well-being so you can be the best version of yourself!