Digital Marketing Specialist

The Digital Marketing Specialist plays a key role in bringing our firm’s marketing strategy to life through digital channels. This role focuses on executing and optimizing content across social media, website, and email platforms to drive engagement, build brand awareness, and support lead nurturing efforts. The Digital Marketing Specialist works closely with the Director of Marketing Communications, Market Leaders, and the Marketing and Communications team to ensure consistent messaging, timely execution, and high-quality content that reflects our brand.

Reports to: Director of Marketing and Communications

Social Media Strategy & Management

• Develop and execute the firm's social media strategy and campaigns across all platforms, ensuring content aligns with business priorities, brand standards, and marketing initiatives, including thought leadership, projects, culture, recruiting, milestones, and brand awareness.
• Capture engaging photography and videography onsite at BHDP projects, events, and other relevant opportunities, and transform that content into creative social media posts that drive audience engagement and strengthen the firm's brand presence.
• Engage with followers by responding to comments and messages while fostering meaningful connections with clients, recruits, and industry audiences.
• Monitor platform performance and conduct regular social media audits to identify opportunities, trends, and areas for improvement.

Website & CMS Management

• Manage the firm's website and serve as the primary liaison with the external web development partner to coordinate enhancements, maintenance, and technical improvements.
• Maintain website content by publishing new pages, updating existing content, and ensuring information remains current, accurate, and aligned with brand standards.
• Implement new website features, modules, and user experiences that improve navigation, usability, and lead generation.
• Execute SEO recommendations developed by the Senior Digital Content Strategist, ensuring website content follows optimization best practices.
• Monitor website performance and proactively recommend improvements that enhance the user experience and support business objectives.

Marketing Automation & Lead Nurturing

• Manage marketing automation efforts through HubSpot, including audience segmentation, workflows, email campaigns, and lead nurturing initiatives.
• Develop and execute lead nurturing campaigns that connect thought leadership and other marketing content to relevant audiences and business development opportunities.
• Build, launch, and optimize email campaigns that support firmwide marketing and business development goals.
• Analyze campaign performance and audience engagement to identify opportunities for optimization and improve conversion over time.
• Monitor marketing inbox and respond/direct traffic to the appropriate business development lead.

Paid Media & Digital Campaigns

• Coordinate paid advertising campaigns across LinkedIn, Google Ads, and other digital platforms in partnership with the Senior Digital Content Strategist.
• Monitor and optimize campaign performance through analytics, testing, and reporting to maximize engagement and return on investment.

Photography & Visual Content

• Manage project photography and videography initiatives from planning through delivery, coordinating internal teams and external vendors to capture high-quality visual assets.
• Ensure photography supports the firm's brand standards while creating assets for the website, social media, proposals, email marketing, and thought leadership.

Analytics & Performance

• Measure digital marketing performance across websites, email campaigns, social media, and HubSpot using analytics to identify trends and recommend improvements.
• Develop regular performance reports that demonstrate campaign effectiveness and support data-driven decision making.
• Continuously test and optimize digital campaigns, website experiences, and email performance to improve engagement and conversions.

Innovation & Emerging Trends

• Research, evaluate, and recommend emerging digital platforms, technologies, and marketing trends that strengthen BHDP's digital presence and marketing effectiveness.

Thought Leadership Promotion

• Partner with the Senior Digital Content Strategist to promote blogs, podcasts, whitepapers, research, and events across digital channels, maximizing visibility and audience engagement.

Brand Management

• Maintain brand consistency across digital channels by ensuring all communications, visuals, and marketing materials align with BHDP's identity and standards.
• Collaborate with the design team to produce compelling digital marketing assets that strengthen the firm's brand presence.

Qualifications:

• Bachelor’s degree in Digital Marketing, Marketing, Communications, or a related field.
• 5+ years of experience in digital marketing, with demonstrated experience in social media, website management, and digital content creation.
• Experience aligning content strategy with lead generation and business development objectives.
• Strong writing, editing, and storytelling skills with a keen eye for detail.
• Analytical mindset with the ability to translate performance data into actionable insights.
• Experience managing website content and digital experiences within a CMS (preferably Drupal), with an understanding of usability, accessibility, SEO, and content best practices.
• Demonstrated experience creating engaging, platform-specific social media content and growing audience engagement across LinkedIn, Instagram, Facebook, and other relevant platforms.
• Experience capturing and editing photography and video for digital and social media content, with an understanding of composition, lighting, framing, and storytelling.
• Experience developing, executing, and optimizing email marketing and lead nurturing campaigns, including audience segmentation, workflows, and performance analysis.

Experience with Marketing and Communications software and tools, including:

• Adobe Creative Suite (Adobe Photoshop, Illustrator, and InDesign)
• Social media platforms (LinkedIn, Instagram, and Facebook)
• Canva
• SharePoint or similar intranet platform
• Drupal, WordPress, or similar content management system (CMS)
• Mailchimp or similar email campaign software
• HubSpot or similar marketing automation software

• Hands-on experience with Google Analytics (GA4), including monitoring website performance, analyzing user behavior and traffic sources, and using insights to inform content and digital marketing decisions.
• Excellent interpersonal and communication skills, with the ability to collaborate effectively with team members and external partners.
• Creative thinking and problem-solving abilities.
• Ability to manage multiple projects and deadlines in a fast-paced environment.
• Experience in professional services, A/E/C, or B2B marketing preferred.
• Passion for architecture and design.