The Role
Own digital marketing strategy and the customer journey across paid media, SEO, local search, campaigns, websites, landing pages, conversion optimization, and reputation management. Manage agencies, vendors, budgets, timelines, and performance metrics including CPL and CAC. Translate business priorities into digital requirements, oversee web and campaign execution, analyze results, and drive continuous improvement while coordinating internal stakeholders and external partners.
Summary Generated by Built In
Virginia Green is seeking a strategic, growth-minded digital marketer who understands the full customer journey: how to generate qualified demand and convert that demand through digital touchpoints.
The Digital Marketing Manager will set campaign, channel, website, and conversion priorities; oversee external agency and vendor execution; and ensure digital investments drive qualified traffic, effective customer experiences, and measurable business results.
This person will be accountable for the digital customer journey and serve as the internal owner and strategic coordinator for the specialists and agency partners who execute the work. The Digital Marketing Manager reports directly to the VP of Marketing.
Responsibilities:
- Lead digital demand-generation strategy across paid search and media, SEO/AEO, local visibility, campaign development, and audience and channel strategy.
- Monitor lead quality, cost per lead (CPL), customer acquisition cost (CAC), and other key performance indicators.
- Establish campaign briefs, target audiences, messaging frameworks, channel plans, measurement approaches, and performance expectations.
- Own the digital lead-capture and customer-experience roadmap, including website priorities, landing pages, conversion-rate optimization, forms, calls, review and reputation touchpoints, and the overall lead flow.
- Oversee the development and optimization of digital experiences, including new web pages, landing experiences, tools, and applications. Translate business needs into requirements and guide work through UX, design, development, testing, launch, and ongoing optimization.
- Lead external agencies, vendors, and specialists by setting strategy and priorities; developing briefs; reviewing plans and deliverables; managing timelines and investment; and holding partners accountable for quality, performance, and results.
- Manage local business listing strategy, including Google Business Profile, to maintain accurate information, strong local visibility, and consistent brand representation.
- Partner with internal business, product, and operational stakeholders to translate priorities into campaign and website requirements; communicate progress, performance, risks, and recommendations to leadership.
- Monitor campaign, website, and conversion performance; translate data into actionable recommendations and continuous improvement opportunities.
- Evaluate and test emerging technologies, platforms, and digital marketing opportunities to identify those with meaningful potential for the business.
- Establish scalable digital marketing processes, documentation, reporting standards, and best practices.
Required Qualifications:
- Bachelor’s degree in Marketing, Communications, Business, or a related field, or equivalent relevant experience.
- 5–7+ years of progressive marketing experience, including responsibility for digital marketing strategy, campaign leadership, and agency or vendor management.
- Demonstrated experience leading paid media strategy and digital campaign development.
- Strong working knowledge of website management, SEO, AEO, CRO, local search, and marketing analytics.
- Experience managing Google Business Profile and other local business listing platforms.
- Experience developing reputation-management, review-monitoring, and review-generation strategies.
- Proven ability to manage agency, vendor, and partner relationships.
- Strong project-management, communication, and stakeholder-management skills.
- Comfort interpreting marketing performance data and using it to guide priorities and improve outcomes.
- Ability to balance strategic priorities with hands-on leadership, partner management, and cross-functional coordination in a fast-moving environment.
Preferred Qualifications:
- Experience with marketing automation, CRM, and analytics platforms (HubSpot preferred)
- Familiarity with content-management systems and web-development workflows.
- Experience marketing to local, multi-location, or service-based businesses.
- Knowledge of evolving search behavior, AI-powered search experiences, and emerging digital platforms.
- Relevant certifications in Google Ads, Google Analytics, SEO, paid social, or related disciplines.
Come Go Beyond and Grow Beyond at Virginia Green!
*Virginia Green is committed to a diverse and inclusive workplace. All applicants will receive consideration for employment without regard to race, color, national origin, religion, sex, sexual orientation, gender identity, age, genetic information, or protected veteran status, and will not be discriminated against on the basis of disability or other legally protected status.
#ZR
Skills Required
- Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent relevant experience
- 5-7+ years of progressive marketing experience
- Experience leading digital marketing strategy and campaign leadership
- Experience managing agencies or vendors
- Experience leading paid media strategy and digital campaign development
- Strong working knowledge of website management, SEO, AEO, CRO, local search, and marketing analytics
- Experience managing Google Business Profile and other local business listing platforms
- Experience developing reputation-management, review-monitoring, and review-generation strategies
- Proven ability to manage agency, vendor, and partner relationships
- Strong project-management, communication, and stakeholder-management skills
- Ability to interpret marketing performance data and use it to guide priorities and outcomes
- Ability to balance strategic priorities with hands-on leadership, partner management, and cross-functional coordination
- Experience with marketing automation, CRM, and analytics platforms; HubSpot preferred
- Familiarity with content-management systems and web-development workflows
- Experience marketing to local, multi-location, or service-based businesses
- Knowledge of evolving search behavior, AI-powered search experiences, and emerging digital platforms
- Certifications in Google Ads, Google Analytics, SEO, paid social, or related disciplines
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The Company
What We Do
Virginia Green is a locally owned Virginia lawn-care company providing tailored lawn-care and pest-control programs for residential and commercial customers. Founded in 2004, it serves central Virginia and Williamsburg and differentiates itself through local certified technicians and in-house agronomists familiar with Mid-Atlantic turf, soil, and weather conditions. Its services include fertilization, weed control, aeration, seeding, and tree and shrub care.
