Digital Marketing Specialist

The Digital Marketing Specialist is responsible for building and optimizing Wright-Hennepin’s digital marketing ecosystem to drive measurable engagement, program participation, and business growth across both the cooperative and WH Holding subsidiaries against business targets. 

This role owns website performance, analytics, SEO, and digital campaign execution, ensuring all marketing efforts are data-informed and aligned to business goals. Unlike traditional communications roles, this position focuses on performance, optimization, and continuous improvement, not just content distribution. 

The position collaborates closely within the marketing team and across departments to align digital strategies, campaigns, and member communications with organizational priorities and business objectives. 

Location

This will be a primarily in-office position located at WH Headquarters in Rockford, MN. Rockford is located on Hwy. 55, 15 minutes west of I-494.

Compensation & Benefits

Base salary range: $65,000-85,000/annually plus annual bonus

Wright-Hennepin offers a competitive benefits package to support your health, financial well-being, and work-life balance:

• Comprehensive medical, dental, and vision insurance
• 401(k) with generous company match and contributions to a Health Savings Account
• Paid time off and paid holidays
• Eligibility for annual bonus opportunities
• Flexible Spending Accounts (FSA), including dependent care options
• Tuition reimbursement and development opportunities
• Additional wellness, financial, and support resources for employees and families

What you'll do

Digital Strategy & Performance 

• Own all aspects of digital marketing performance. Identify, develop, execute and measure progress across web, email, and paid channels.   
• Define and track KPIs aligned to business goals (engagement, conversions, program adoption)  
• Translate data into actionable insights and recommendations  
• Partner with VP Marketing to prioritize initiatives based on impact  

Website Ownership & Optimization 

• Own structure, performance, and user experience across all websites (whe.org and subsidiary sites)  
• Identify and implement improvements to increase usability and conversion  
• Manage CMS and ensure content is optimized for search and user intent  
• Develop and maintain landing pages for campaigns  

Analytics & Reporting 

• Implement and manage analytics tools (e.g., GA4, dashboards, tracking)  
• Build clear, actionable reporting for marketing and leadership  
• Establish tracking for campaigns (UTMs, QR codes, conversion tracking)  
• Move the organization to data-driven decisions  

SEO & Digital Growth 

• Develop and execute SEO strategy  
• Identify opportunities to increase organic traffic and visibility  
• Optimize content in partnership with Content Lead  

Email & Marketing Automation 

• Optimize email performance (segmentation, testing, automation)  
• Build and manage customer journeys where applicable  
• Improve engagement and conversion through testing and iteration  

Cross-Functional Collaboration 

• Partner with Content Lead on messaging and campaigns  
• Partner with Creative Lead on digital execution  
• Support subsidiary businesses with scalable digital strategies  

Education and Experience 

• Bachelor's degree in communications, marketing, or related field or commensurate experience 
• 5+ years of experience in digital marketing, with strong emphasis on web and analytics  
• Proficient with Microsoft Office software, specifically OneDrive, SharePoint, Teams, Word and Excel 
• Proficient with Adobe Creative Suite  
• Demonstrated experience operating professional photography equipment, including cameras, lenses, lighting and audio gear, with understanding of exposure, composition and file management. 

Knowledge, Skills and Abilities 

• Deep experience with website management (CMS, UX, structure)  
• Proficiency in analytics tools (e.g., GA4, Google Tag Manager, dashboards)  
• Experience with SEO, email platforms, and marketing automation  
• Strong problem-solving and critical thinking skills  
• Ability to translate data into business recommendations  
• Excellent written and verbal communication skills 
• Understanding of marketing funnel, KPIs, B2B, B2C, and compelling CTAs 
• Preferred project management platform familiarity  
• Demonstrated digital marketing experience  
• Comfortable interacting with sales and member experience team to gather feedback 
• An interest in learning about the electric industry and cooperative culture