Digital Acquisition Specialist

The Digital Acquisition Specialist is responsible for the day-to-day execution of Southland Credit Union's digital acquisition and email marketing programs, with a focus on driving measurable Member growth through website optimization, email campaign execution, and marketing automation. This role works directly and independently in website CMS and email automation systems on a daily basis, building and managing landing pages, email campaigns, and automated Member communication flows that support acquisition, onboarding, and engagement objectives.

The Digital Acquisition Specialist operates with a high degree of technical proficiency and ownership. This role requires a self-directed, detail-oriented professional who understands the connection between digital experience, conversion performance, and Member behavior, and who uses data and tracking tools to continuously improve outcomes. The Digital Acquisition Specialist reports to the Growth Marketing Manager and collaborates closely with the marketing team to ensure digital programs are aligned, on-brand, and performing against established goals.

• Build, manage, and optimize website pages and campaign landing pages in Kentico, with a focus on lead generation, Member acquisition, and conversion performance. Apply UX and content best practices to improve page structure, calls to action, and digital flow from first click through to completed application or inquiry. Conduct ongoing testing and iteration to improve conversion rates.
• Develop, deploy, and manage email marketing campaigns and automated communication flows in ActiveCampaign, including acquisition campaigns, onboarding sequences, product promotion, and triggered lifecycle communications. Ensure accurate list segmentation, proper tagging, and consistent application of brand and messaging standards across all email communications.
• Build and maintain marketing automation workflows in ActiveCampaign or similar automation platform, including lead nurture sequences, behavioral triggers, and Member journey automations. Continuously monitor automation performance, identify drop-off points, and implement improvements to increase engagement and conversion.
• Monitor and analyze digital performance using Google Analytics, Google Tag Manager, and other tracking tools. Ensure proper tagging, UTM structures, and conversion tracking are in place across all digital campaigns and landing pages. Translate performance data into actionable recommendations and share findings with the Growth Marketing Manager on a regular basis.
• Maintain the integrity and performance of the credit union's digital acquisition infrastructure, including form functionality, CMS page health, email deliverability, and platform integrations between Kentico, ActiveCampaign, and other marketing systems. Identify and resolve technical issues that impact campaign performance or Member experience.
• Collaborate with marketing and data teams to deploy campaigns in the Digital Banking platform.
• Collaborate with content teams to ensure email and web content is on-brand, accurate, and aligned with campaign objectives.
• Partner with data teams to leverage Member segmentation data and behavioral insights to improve targeting and personalization across digital channels.
• Stay current on digital marketing best practices, CMS and email platform updates, accessibility standards, and emerging tools relevant to the role. Bring forward recommendations to improve platform utilization, campaign efficiency, and digital Member experience.
• Perform quality assurance testing on website updates, landing pages, forms, email campaigns, automation workflows, and tracking configurations prior to deployment to ensure accuracy, functionality, and Member experience standards are met.

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.

Experience

• Minimum three to five years of experience in digital marketing with direct, hands-on responsibility for website content management, email marketing, and marketing automation in a professional environment.
• Demonstrated experience building and managing web pages and landing pages in a CMS platform; experience with Kentico preferred.
• Demonstrated experience building, deploying, and optimizing email campaigns and automation workflows in a marketing automation platform; experience with ActiveCampaign preferred.
• Experience using Google Analytics and Google Tag Manager to monitor digital performance, configure tracking, and generate campaign insights.
• Experience in financial services, credit unions, banking, or a similarly regulated industry preferred.

Education/Certifications

• Bachelor's degree in marketing, communications, digital media, or a related field preferred, or equivalent professional experience.
• Google Analytics or Google Tag Manager certification preferred.

Knowledge, Skills & Abilities

• Strong verbal and written communication skills with the ability to collaborate effectively across departments, communicate technical concepts clearly, and translate digital performance data into actionable recommendations.
• Ability to work effectively both independently and collaboratively with individuals at all levels, inside and outside the organization
• Strong organizational skills, attention to detail, and ability to manage multiple priorities in a fast-paced environment
• Proficiency in standard office technology and systems, as applicable to the role
• Proficiency in Kentico or a comparable enterprise CMS platform, with the ability to build, edit, and manage web pages, landing pages, and forms independently and accurately.
• Proficiency in ActiveCampaign or a comparable marketing automation platform, with demonstrated ability to build complex automation workflows, manage contact lists, and optimize email performance.
• Working knowledge of Google Analytics and Google Tag Manager, including campaign tracking, UTM parameter structures, goal configuration, and conversion measurement.
• Understanding of email marketing best practices, including list segmentation, A/B testing, deliverability optimization, CAN-SPAM compliance, and accessibility standards.
• Familiarity with basic HTML and CSS as applied to email templates and CMS page formatting; ability to troubleshoot rendering issues across browsers and email clients.
• Strong analytical skills with the ability to interpret digital performance data, identify trends, and translate findings into clear, actionable recommendations.
• Strong attention to detail with a commitment to accuracy in campaign setup, list management, link testing, and content review prior to deployment.
• Ability to manage multiple concurrent projects and deadlines independently in a fast-paced environment without sacrificing quality.
• Experience using AI-powered tools to support content creation, campaign development, workflow efficiency, audience targeting, personalization, and performance optimization while maintaining accuracy, brand standards, compliance requirements, and human oversight.
• Understanding of digital conversion funnels, lead generation strategies, user experience (UX) principles, and optimization techniques designed to improve acquisition and engagement outcomes.

Other Skills

• Self-directed and proactive — able to identify what needs to be done, take ownership, and follow through without waiting for direction on every task.
• Strong problem-solving instincts with the ability to troubleshoot technical issues in CMS and automation platforms quickly and effectively.
• Highly organized with the ability to maintain clear documentation of campaign builds, automation logic, and platform configurations for team reference and continuity.
• Collaborative team orientation with a willingness to support the broader marketing team and cross-functional partners as business needs require.
• Commitment to continuous improvement — actively seeks feedback, monitors performance, and looks for opportunities to improve digital programs and platform utilization over time.