Digital Marketing Specialist

POSITION SUMMARY: The Digital Marketing Specialist supports planning and is responsible for the execution and optimization of the company’s digital marketing activities in North America, with a primary focus on social media, content creation, paid advertising, and influencer and Brand Ambassador programs. Working closely with global, regional and cross-functional teams, this role creates engaging digital content and manages online communities and paid campaigns. It uses performance insights to continuously improve digital activities and support brand awareness, audience engagement and website traffic, with a particular focus on lead generation. The successful candidate will combine creativity and strong digital awareness with analytical thinking, initiative and a commitment to staying current with evolving trends and AI technologies.

PRINCIPAL JOB DUTIES & RESPONSIBILITIES:

Paid Advertising & Performance Optimization

• Plan, set up, manage and optimize paid digital campaigns (brand awareness, website traffic, engagement and, above all, lead generation) across platforms such as Meta, Google Ads and LinkedIn, according to business needs and target audiences. Experience with other platforms like YouTube or Reddit is an advantage.
• Manage paid media budgets, track and analyze campaign performance and metrics, using tools such as Google Analytics or Meta Ads Manager, and make ongoing adjustments to improve campaign efficiency and results to meet business goals.
• Contribute to audience targeting, keyword selection, campaign testing and the optimization of advertising copy and creative assets.

Social Media & Community Management

• Develop and execute social media plans and content calendars aligned with global and local marketing initiatives, product launches and business priorities.
• Create, schedule and publish engaging, on-brand content across relevant platforms, including Facebook, Instagram, TikTok, LinkedIn and YouTube.
• Monitor social media conversations and respond to comments and inquiries in a timely and brand-consistent manner.
• Use social media management and listening tools to coordinate publishing, monitor engagement and identify relevant conversations.
• Stay informed about platform updates, audience behaviors, emerging channels and digital trends.

Content Creation

• Create digital content for social media, campaigns, email marketing or blogs, including copy, graphics and short-form video, using accessible design and video-editing tools, such as Canva, Capcut or similar platforms, together with AI tools.
• Collaborate with internal teams to promote marketing, sales, product, technical education, clinical education and event-related initiatives.

Influencer & Brand Ambassador Management

• Manage relationships with influencers and Sunrise Medical Brand Ambassadors, coordinating content, timelines and agreed deliverables.
• Monitor partnership performance, identify opportunities to strengthen engagement, reach and overall effectiveness, and research potential new collaborators.

REQUIRED KNOWLEDGE & EXPERIENCE:

• Bachelor’s degree in Marketing, Communications, or a related field, with a master’s degree or specialization in digital marketing.

• A minimum of 4–5 years of relevant and demonstrable experience in digital marketing, social media or a comparable hands-on role.
• Practical experience planning, managing and optimizing paid advertising campaigns, particularly across Google Ads, Meta (Facebook & Instagram) and LinkedIn, with a strong focus on lead generation.
• Ability to independently create engaging digital content, including copy, graphics and short-form video, using tools such as Canva, CapCut or equivalent platforms.
• Demonstrated experience managing social media content and online communities across major platforms, including the use of publishing, management and social-listening tools (such as Hootsuite or similar tools).
• Strong analytical skills, with experience interpreting digital marketing metrics and translating performance insights into practical campaign improvements.

PREFERRED KNOWLEDGE & EXPERIENCE (Nice to have):

• Experience with email marketing platforms such as Mailchimp or similar tools.
• Familiarity with marketing automation and CRM platforms such as HubSpot or equivalent solutions.
• Working knowledge of search engine optimization (SEO), answer engine optimization (AEO), keyword strategy, landing-page optimization and conversion-funnel optimization.
• Experience managing paid campaigns on additional platforms such as YouTube or Reddit.
• Experience using Adobe Creative Cloud applications.

SKILLS & COMPETENCIES:

• Digital mindset and creativity – Actively engaged with social media, digital culture, AI and emerging trends, with the ability to generate fresh, relevant ideas.
• Independent content creation – Able to turn ideas into engaging, audience-appropriate digital content with a high level of autonomy.
• Communication and collaboration – Communicates clearly and works effectively with different teams and stakeholders.
• Proactivity and learning agility – Takes initiative, identifies opportunities and quickly learns and applies new tools and approaches.
• Results orientation – Focuses on agreed objectives, monitors progress and continually looks for ways to improve outcomes.