Digital Strategy Director

About the Role

Impact you will make

The Director of Digital Strategy will drive FinThrive's end-to-end digital marketing efforts and balance high-level strategy with hands-on execution across FinThrive's digital ecosystem. They will lead the development and implementation of comprehensive digital programs (website, SEO/SEM, paid media, paid social, marketing automation, etc.) that accelerate customer acquisition and engagement. A successful candidate will have deep B2B marketing experience - preferably software - and will collaborate closely with marketing, commercial, product, customer success and external partners to achieve measurable results.

What you will do

Digital Strategy & Execution

• Lead FinThrive's overall digital marketing roadmap, including website strategy (HubSpot CMS development), SEO/SEM, digital advertising, paid social, and other online channels.
• Co-develop data-driven inbound campaigns to drive traffic and engagement, generate leads, and support revenue goals.

Team Leadership & Collaboration

• Supervise one direct report and external contractors (e.g. developers, consultants) to execute projects.
• Build a strong relationship with the Revenue Marketing team and cross-functional partnerships with Sales and Customer Success to align digital marketing activities with business goals and close the loop on lead-to-revenue metrics.
• Ensure all digital initiatives are delivered on time, on budget, and in line with strategic priorities.

Website & CMS Management

• Oversee FinThrive's corporate website on the HubSpot CMS, working with internal and contract developers to implement site improvements, content updates, and new functionality.
• Work with Brand and Creative to ensure the website provides an optimized user experience and is aligned with brand and engagement KPIs.

Marketing Automation

• Oversee HubSpot marketing automation, including email marketing, lead nurturing workflows, segmentation, scoring and database management.
• Manage the HubSpot integration with Salesforce CRM and other systems to ensure seamless lead flow and reporting.

SEO/SEM & Analytics

• Manage SEO initiatives and SEM campaigns to increase organic search visibility and high-intent traffic.
• Maintain web tag management and analytics solutions (e.g. Google Tag Manager, Google Analytics) to measure site performance, campaign effectiveness, and user behavior.
• Use data and A/B testing to optimize conversion funnels.

Digital Advertising & Paid Social

• Plan, execute, and optimize paid media campaigns across platforms as well as paid social channels.
• Track ROI and continually refine targeting, bidding, and creative strategies to maximize cost-effective lead generation.

Budget & MarTech Stack Management

• Assist with managing the digital marketing budget, allocating resources across channels and tactics for maximum impact.
• Partner with the VP of Revenue Marketing Operations to evaluate, recommend, and support the management of marketing technology vendors and agencies, ensuring alignment with digital strategy goals.

Innovation

• Stay abreast of digital marketing and technology trends including AI-driven tools and strategies.
• Champion a test-and-learn, growth marketing mindset (utilizing AI tools for content, analytics dashboards, etc.) to continuously improve performance.

What you will bring

• Bachelor's degree in Marketing, Business, Communications, or related field
• 7+ years of progressive digital marketing experience, with at least 2 years in a leadership role
• Demonstrated success managing teams and external partners and/or agencies
• Exceptional communication and project management skills to work effectively across departments
• Ability to think strategically about the customer journey and translate goals into executed campaigns
• Strong analytical abilities, with experience using data and reporting (dashboards, attribution modeling, A/B testing) to drive decisions and prove ROI. Comfortable owning and tracking key metrics aligned to a Marketing Scorecard
• Broad expertise across digital channels (web, SEO/SEM, email, paid media, social, etc.)
• Hands-on experience managing marketing technology stacks and comfortable evaluating and implementing new marketing tools
• Strong skills with web analytics (Google Analytics, GTM) and SEO/SEM tools plus familiarity with ad platforms and social advertising

What we would like to see

• Advanced degree or certifications (MBA, CIM, Google/HubSpot certifications, etc.)

• Experience with Salesforce CRM is strongly preferred and sales enablement platforms (Salesforce, Seismic, etc.)
• Exposure to AI copywriting or content-generation tools (e.g. Jasper, ChatGPT)
• Proven track record in B2B software marketing
• Proficiency with HubSpot CMS and marketing automation