Online Marketing Specialist
: Job Details :

Basic Function

The Online Marketing Specialist provides coaching and implementation of digital marketing practices to launch new and resale franchise locations. This role provides marketing support to develop the Express brand, including being a resource for the Light Industrial business classification and digital advertising strategies.

Typical Requirements

Requires a bachelor's degree or the equivalent thereof and 3 years of experience in marketing, advertising, or related areas. Knowledge of internal processes and functions of an Express Employment Professionals franchise location is beneficial but not required. This individual must understand how to manage and measure advertising campaigns on social platforms, including Meta, LinkedIn, YouTube, and additional sites as determined. Role requires management of a budget in excess of $200,000 in annual advertising. Individual will be expected to have professional communication skills and the ability to create messaging aligned with Express brand standards. Must rely on extensive experience and judgment to plan and accomplish goals through a wide variety of tasks. This role requires the ability to meet deadlines, manage multiple projects and tasks happening concurrently, and effectively communicate to a variety of audiences. Strong organizational skills, written and verbal communication skills, strategic planning, attention to detail, and knowledge of the company are required.

Essential Functions

1. Support the digital marketing support program for new and resale franchise owners. Work with the franchise owner and internal staff members to develop a local marketing and communications strategy, including customizing local online listings, effective job postings, posting for social websites using the social media management vendor, and paid advertising on social media and pay-per-click. Must execute and direct the promotion of a local digital presence, measure and report the activity of digital advertising, provide analysis and recommendations based on reporting data and business activity, and manage payment of advertising. Work collaboratively with the social media team for training and account management for Franchisees in the program.

Percent of Time 30% Frequency Daily

2. Plan, develop, research, write copy, and manage marketing projects for the Light Industrial service line, including print, email, digital, electronic, and online marketing materials, such as recruiting graphics, sales and recruiting materials, campaigns, and training programs.

Percent of Time 15% Frequency Weekly

3. Manage the Express Employment Professionals, Specialized Recruiting Group, and Express Healthcare Staffing brand data listings across a network of directory sites, including, but not limited to, Google Maps, Google My Business, Apple, and Bing. This includes regular in-house updates of franchise information and the resolution of errors. Conduct listings management within the vendor platform and maintain relationship and service with vendor for this product.

Percent of Time: 10% Frequency Weekly

4. Purchase and run national brand advertising for Express brands. Research and evaluate digital advertising strategies (search, social media, display, etc.) to determine the best channels for reaching target audiences. Create and execute data-driven digital media purchases that match campaign goals and budgets. Monitor key performance indicators (KPIs) and produce reports to assess campaign effectiveness and identify areas for improvement. Includes understanding of buying platforms and ad formats for digital and social advertising.

Percent of Time: 25% Frequency Weekly

5. Act as part of the Express Employment International Marketing Department's proofing team to ensure the accuracy and quality of marketing materials.

Percent of Time 15% Frequency Weekly

6. Assist franchisees with local media planning suggestions and training as requested.

Percent of Time 5% Frequency Weekly

Decision-Making:

Tasks are diversified, requiring some judgment in the application of a wide range of established rules and procedures, but within the limits of standard practices. Tasks require discernment to work within a set budget or demographic limitation.

Supervision: Received - Given:

General direction to accomplish assigned objectives. With routine supervision, follow established work procedures and refer questionable conditions to supervisor. Periodic check on progress.

Accuracy, Accountability and Control:

Probable errors may cause inaccuracies in printed materials. Errors would usually be detected through standard checks and routine cross-checks. Direct placement of social advertising includes accounting spending, budgeting, and accurate placements. Messages in advertising can reach the public and professional communication is required. Responding and sharing on branded social accounts can create liability for services and reputation.

Contacts: Internal - External:

Contact without supervision occurs daily with franchisees, Express International staff, sales reps, and vendors. Contacts are made weekly with other vendors and within Express International without supervision unless direction is necessary.

Specialized Skill or Technical Knowledge:

Must be able to understand marketing concepts, advertising terms, goals, and design elements. Must be able to work on several ongoing projects at one time and meet production deadlines. Excellent written and oral communication skills are essential. Must be proficient on PC and various software programs, including Microsoft Word, Excel, and PowerPoint. Must be able to create and execute presentations including using PowerPoint, Zoom, Teams, and phone conferencing providers. Must be able to use project management software for project management, proofing, and time allocation.

Confidential Information:

Confidential information is handled occasionally in this position. Access to confidential information is restricted to those who have a need to know or use the information data, as defined by job duties, and subject to appropriate approval. Anyone who receives confidential information has a responsibility to maintain and safeguard this information and to use it with consideration and ethical regard for others.

Working Conditions:

Normal working conditions except when working at corporate events. Events may require lifting and extensive standing/walking.

Special Assignments:

Tasks assigned to assist with corporate events, brand sponsorships, or recruitment marketing events.