Digital Marketing Specialist

For 30 years League & Legacy collectively as L2 Brands have been producing premium custom graphic logo headwear, apparel and home decor. This Hanover, PA based company is rooted in a hardworking, entrepreneurial culture driven to provide best-in-class products in a fun, relaxed, temperature-controlled environment.

The Digital Marketing Specialist will be primarily responsible for executing and evaluating comprehensive marketing campaigns for L2's brands (League, Legacy, Locale, and Ouray), with a strong emphasis on email marketing and expertise in the HubSpot platform. This role entails implementing email marketing strategies for various business channels (college, destination, golf, corporate, and DTC) and managing campaigns across diverse social media platforms (including Facebook, Instagram, LinkedIn, Pinterest, YouTube, Twitter, and TikTok). The specialist will work collaboratively with sales, marketing, art, and merchandising teams to develop and execute cohesive strategies and communication plans. Additional responsibilities include supporting website product maintenance and SEO copywriting. This position reports directly to the Digital Marketing Manager.

Job Level Expectations:

1. Responsible for delivery, productivity, innovation, and customer solutions.
2. Exert good judgment in their prioritization and allocation of resources.
3. Understand how their area "fits" into the bigger picture and communicate within the organization to enhance effectiveness.
4. Consistently demonstrate L2 Brands’ Core Values.
5. Take initiative and contribute beyond their job description, not waiting to be told what to do. They are expected to figure out what needs to be done and make it so.
6. Take personal responsibility for mistakes, missed performance goals and work to get things back on track ASAP and learns from their mistakes.
7. Foster an environment of continuous improvement where problems are identified, and solutions are presented.

Duties and Responsibilities:

Email/CRM Marketing:

1. Collaborate with Sales, Marketing, and Merchandising teams to manage and execute all channel email marketing campaigns using Monday.com for project management and HubSpot for execution. Ensure timely completion of all campaign components including email content, web content, links, banners, Shopify discounts, and social media posts.
2. Maintain accurate contact lists (customer and company) in HubSpot for email marketing on behalf of L2 Brands and their sales representatives.
3. Schedule emails to ensure they are sent to the correct channel representative lists on specified days.
4. Design and code compelling email visuals, along with creating engaging email copy. Proofread all email content for grammar, syntax, content accuracy, legal compliance, and suggestive selling techniques.
5. Collaborate with sales on promotional emails and event/trade show communications, with merchandising on new product release emails, and with the creative art team on new graphic release emails.
6. Generate and analyze monthly performance reports from Shopify, HubSpot, and Google Analytics to recommend action steps based on key performance metrics.

Social Media Marketing:

1. Manage Content Calendar for all social platforms, encompassing all brands (League, Legacy, Locale, and Ouray).
2. Consistently produce high-quality visual and written content across all social media platforms to engage audiences and drive specific actions based on marketing strategies and campaigns.
3. Craft and proofread all social media copy for grammar, syntax, content, legal compliance, and persuasive selling.
4. Achieve social media KPIs through creative testing, monitoring, and reporting via various online dashboards.
5. Maintain stable social communities while actively increasing follower counts.
6. Enhance brand storytelling for League-Legacy, Locale, and Ouray through branded content aligned with strategic marketing objectives.
7. Generate monthly performance reports, including actionable insights and next steps.
8. Propose innovative content and social media concepts, offering creative solutions that meet business needs while maintaining the brand voice. Stay updated on content and social media technologies, trends, and opportunities.
9. Respond to direct messages with accurate and helpful information, encouraging purchases from our site, wholesale orders through our sales team or partnering companies, to foster repeat customers.
10. Engage with user-generated content by liking, commenting, following, and reposting.
11. Coordinate with photographers and videographer for creating visually appealing flat lay and company-wide photoshoots for social, email, and web campaigns.
12. Repost tagged content weekly and create unique holiday, company event, and promotional content for posts and stories.
13. Create and manage ads for promotional campaigns/events and HR employee recruitment. Collaborate with HR to determine strategies, set budgets and timeframes, and track analytics to inform future decisions.

Website Coordination:

1. Create and upload SEO optimized web product copy and garment details (in coordination with merchandisers), availability, pricing, tags, and URL’s and push all the products to development and production on site using internal software.
2. Ensure all new products to be featured on site are successfully marked for web in our database in addition to adding product copy to sync with the database-loader and iPad app.
3. Assist in managing L2Brands.com collaboration partners.

Essential Functions: List essential functions required of the position. Essential functions are the basic job duties that an employee must be able to perform, with or without reasonable accommodation.

1. Strong work ethic
2. Able to perform and work in a team setting.

Other:

1. Work on special projects as needed.
2. Sustain effective and positive working relationships to ensure an environment that is in alignment with both the Company’s Core Values and profitability goals.
3. Be an ambassador for the company, both internally and externally to help build confidence, pride and value in the company.
4. Performs other duties as assigned by (functional area senior management team member).

Required Education/Experience/Skills:

1. Bachelor's degree in marketing, communications, or related field preferred.
2. Solid understanding of HubSpot and Inbound Marketing or a similar CRM software preferred.
3. Experience creating, coding/developing (HTML, CSS), and sending large scale email campaigns, understanding of email marketing best practices.
4. Proven track record of meeting campaign performance goals.
5. Experience in analytics and audience segmentation a plus.
6. Experience in all social media channels: Facebook, Instagram, LinkedIn, Pinterest, YouTube, TikTok, Twitter, etc.
7. Graphic Design capabilities utilizing Adobe Suite (primarily Photoshop & Illustrator) or Canva.
8. Video and photo editing skills strongly preferred.
9. Creative thinker who can identify opportunities for optimization to help achieve goals.
10. Strong sense of ownership and determination to get things done.
11. Team player mentality and humble attitude.

Competencies:

1. Outstanding time management, good judgment, and ability to manage multiple priorities/deadlines with a positive can-do attitude.
2. Extremely organized.
3. Excellent interpersonal skills: collaboration and verbal and written communication skills with the ability to work with others at all levels within an organization.
4. Highly productive and a strong team player who works with a sense of urgency and hands-on approach.
5. A level of self-direction and self-motivation in aligning your personal actions and areas of responsibilities within the company and understanding their fit into the bigger picture.
6. Ability to cross boundaries within the organization to enhance your effectiveness and advance your objectives and achieve results.
7. The ability to quickly adapt to, be accepted by and inter-relate with colleagues at all levels, particularly in a company with a very strong and rich corporate culture.
8. An honest and forthright individual who is flexible, coachable, upfront and direct with direct reports, peers and management.
9. Strong understanding of products offered by L2 Brands.
10. Commitment to company vision/values/brand.

Work Environment:

This job operates in a professional office environment. This role routinely uses a computer, phone, and printer.

Essential Functions and Physical Demands:

1. While performing the duties of this job, the employee is regularly required to, stand, sit; talk, hear, and use hands and fingers to operate a computer and telephone.
2. Specific vision abilities required by this job include close vision requirements due to computer work
3. Light to moderate lifting is required.

Position Type/Expected Hours of Work:

This is a full-time salaried position with a minimum of 45 hours a week in the office. Longer hours, evenings and weekend work will be necessary as needed.

Travel: less than 5%

Other Duties:

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.