Job Information
AAA of Western & Central NY Digital Marketing Specialist in Williamsville, New York
Description
At AAA Western and Central New York, our Associates are committed to providing our members with a totally satisfying experience. Therefore, we seek Associates who are dedicated to this purpose, people who truly demonstrate compassion, empathy and unsurpassed service. These are the people that help us create a loyal membership base that strengthens our mission—to be our members’ most trusted provider of high quality automotive, travel, insurance and other relevant products and services that offer safety, security, peace of mind, value and convenience.
AAA Western and Central New York is regularly recognized as one of the best & healthiest places to work in the WNY & CNY area. In addition to a market competitive salary, Associates are eligible for a wide selection of benefits (dependent upon position) including:
Medical, Dental, Life and AD&D Insurance
Potential for hybrid work & flexible work schedules
Pre-Tax & Roth 401(k) plan with company match
Health Spending Accounts with company contribution & Flexible Spending Accounts
Company Paid Short-term & Long-term disability
Paid time off
Tuition reimbursement & company-paid training programs
FREE AAA membership & travel / product discounts
Job Responsibilities
25%
Marketing Analytics and Reporting Insights - Manage the processes for tracking and performance of all digital marketing activities across the organization. Maintain Google Analytics and other analytical tools to track, monitor, and analyze digital performance. Create and monitor custom URLs, campaign IDs, and tracking parameters (e.g., UTM, pixels, tags). Support key business lines including Membership, Insurance, Travel, Rewards, and Financial Services by developing dashboards/reporting, identifying actionable insights and implementing data-based recommendations. Regularly present performance reports to the Marketing department, business line leaders, and executive leadership. Research and troubleshoot analytics and tracking for platform changes and best practices to continuously improve campaign performance. Collaborate with the web team and marketing partners to manage ad platform pixels, measurement and remarketing audiences.
25%
Digital Marketing Management - Collaborate with Marketing Team and internal stakeholders to understand business goals and coordinate/implement digital marketing campaigns. Oversee performance of digital marketing campaigns managed by the Club’s marketing agency. Adapt to evolving digital strategies and ensure all digital tactics meet tracking requirements and are optimized for performance. Work closely with partners and website team to ensure proper website connectivity for all digital tactics. Work collaboratively to execute promoted social media posts and campaigns for Club’s social media pages. Conduct research and stay up to date with platform changes to identify emerging trends and ensure the Club’s digital marketing strategies remain forward-thinking.
20%
Project Management & Collaboration - Lead digital marketing projects from start to finish, utilizing project management tool (Monday.com) to keep tasks on track and report on progress. Collaborate with internal and external stakeholders, including business lines, external partners, and cross-functional teams. Contribute to the development of the annual marketing plan and provide insights to optimize digital tactics and drive strategies.
15%
Search Engine Optimization - Collaborate with the marketing team to develop SEO strategies that align with overall business objectives. Conduct regular keyword research to identify target keywords and optimize search visibility. Optimize key on-page elements, including title tags, meta descriptions, headings, alt text, and internal linking structure, to improve organic rankings. Conduct regular SEO audits to identify and resolve issues that may impact site performance, such as broken links, duplicate content, and page load speed. Stay updated with SEO trends, search engine algorithms, and best practices to ensure the site remains competitive.
15%
Website Support & AB Testing - Partner with creative and website teams to ideate, execute and measure AB tests for various business lines and campaigns to improve conversion rates and user experience throughout the website. Manage and implement conversion and ecommerce tracking for AB tests on website to ensure all key events are accurately measured to provide performance insights to club stakeholders. Provide support to web team for simple website changes, campaign landing pages and other enhancements.
10%
Project Management, Collaboration, Innovation -Effectively manage the end-to-end work needed to execute on digital and social strategies. Use internal project management software and available tools to keep projects on track and report progress. Collaborate with business lines, AAA Clubs, AAA National, external vendors, and software providers to establish, execute, maintain, and optimize content, to understand its integration with SEO, paid search, social, review, email, text, website, display, video, and content marketing tactics. Perform market research, strategizes with other marketing professionals, and monitor data that shows changing trends in advertising consumption and ensure that Club digital strategy is forward thinking. Contribute to the development of annual marketing and business line plans.
Job Specific Requirements
Digital literacy understanding of inner workings of fundamental digital channels such as SEO, SEM, PPC, web content development, and web and social analytics.
Proficiency in Google Analytics, Looker Studio and other marketing analysis tools. Any Google certifications a plus.
Excellent knowledge of Facebook, Twitter, LinkedIn, Snapchat, TikTok, Instagram, and other social media best practices and associated analytics.
Proficient with Content Management Systems (such as Drupal) and implementation of website analytics tools (such as Google Analytics).
Experience working with personalization and AB testing tools like VWO, Google Optimize, Optimizely, etc.
Excellent analytical skills with experience in data-driven decision-making.
Basic HTML knowledge a plus.
Strong organizational skills and attention to detail.
Willingness to learn and stay current with the ever-changing digital and technology landscape.
Effective communication skills and comfortability communicating to all levels of the Club, and works seamlessly with creative teams and business lines.
Ability to think quickly and creatively to take advantage of real-time marketing opportunities.
Desire to collaborate when needed or work independently for multiple priorities and projects.
Effective communication and project management skills, with the ability to work collaboratively.
Physical Requirements
Ability to perform routine office tasks that includes operating a computer for long periods of time, sitting, filing and communicating on the phone
Ability to perform all physical functions consistent with travel including sitting in airplanes and driving for long periods of time
Must be able to lift, carry, push, pull a maximum of 30 lbs
Qualifications
Education
Required
Bachelors or better in Business Administration
Bachelors or better in Communication
Bachelors or better in Marketing
Experience
Required
- 3-5 years: Experience in digital marketing, preferably in managing campaigns and analytics.