Digital Marketing Manager

BASIC FUNCTION

The Digital Marketing Manager executes and optimizes Goodwill of Middle Georgia’s digital marketing channels to drive visibility, engagement, and conversion across priority audiences. Reporting to the AVP of Marketing & Brand Awareness, this role focuses on digital execution, performance monitoring, platform management, and analytics to ensure approved content and campaigns are deployed effectively and continuously improved.

The Digital Marketing Manager must embody the Goodwill philosophy of service, growth, and stewardship while ensuring digital channels are accurate, accessible, and mission-aligned.

PRINCIPLE ACCOUNTABILITIES

Digital Channel Execution & Performance

• Execute digital marketing plans aligned with enterprise and campaign priorities set by the AVP of Marketing & Brand Awareness.
• Manage and optimize digital channels, including website, email marketing platforms, and social media.
• Ensure consistent, timely publishing of approved content across all digital platforms.
• Monitor digital performance metrics and provide regular reports and insights to inform decision-making.
• Use analytics to identify opportunities for optimization, improved engagement, and conversion.

Website Management & Optimization

• Manage GIMG’s websites using the WordPress CMS to ensure accuracy, currency, and usability.
• Coordinate website updates, enhancements, and fixes in collaboration with internal teams and external vendors.
• Ensure top-level and high-traffic pages remain up to date and aligned with current priorities.
• Monitor and apply SEO best practices in collaboration with marketing leadership.
• Ensure ADA compliance and accessibility standards are maintained.
• Manage relationships with external web development or support agencies as needed.

Social Media Execution

• Manage daily execution and publishing for Goodwill, Helms College, and Edgar’s Hospitality Group social media channels.
• Implement social media calendars developed in coordination with Communications and Marketing leadership.
• Monitor social engagement, trends, and performance metrics and recommend adjustments.
• Support consistency and best practices in social media use across departments.

Digital Advertising Support

• Support Goodwill, Retail, Helms College, and EHG digital advertising efforts across social and digital platforms.
• Coordinate with agencies and vendors on paid digital campaigns as assigned.
• Monitor dashboards and reports to ensure campaigns align with defined goals and budgets.
• Share insights and performance summaries with marketing leadership.

Collaboration & Operations

• Work closely with the Content Manager function to ensure accurate and effective digital distribution of approved messaging, including creating or adapting digital content when requested.
• Collaborate with Creative Services on digital asset needs and independently produce simple digital assets (e.g., platform-specific graphics, basic edits) when required.
• Coordinate with Marketing Operations to support timelines, workflows, and system hygiene.
• Provide occasional guidance or training to staff on digital platform usage and best practices (as assigned).

Contribute to the effective working of the Marketing and Communications department

• * Provide occasional training to staff on key subjects relating to digital communication.
• Collaborate with peer Goodwill organizations and GII workgroups.
• Maintain relationships with Helms, EHG, Retail, Foundation, and other teams to ensure regular collaboration.
• Contribute to team-wide communications and knowledge management.
• Any other tasks as may be reasonably required.

SUPERVISOR

Associate VP for Marketing and Brand Awareness

CORE or JOB-SPECIFIC COMPETENCIES

• Digital Channel Expertise

Demonstrates deep understanding of digital platforms (web, social, email), best practices, and trends; applies channel-specific strategies to optimize reach and engagement.

• Content Execution & Adaptation

Ensures high-quality deployment of approved messaging; able to create or adapt simple digital assets when needed and maintain brand accuracy across platforms.

• Analytics & Data Interpretation

Interprets digital performance data to identify insights, diagnose issues, and recommend optimization strategies aligned with organizational goals.

• SEO & Web Optimization

Applies foundational SEO, accessibility (ADA), and user experience best practices to keep digital properties current, accurate, and high-performing.

• Channel Optimization & Testing

Understands how to conduct A/B testing, iterate headlines, adjust targeting, and identify insights to increase engagement and conversion.

• Customer Journey Awareness

Recognizes the needs of different audience segments (donors, shoppers, students, job seekers, diners, etc.) and tailors digital execution and messaging accordingly.

• Project & Time Management

Manages competing priorities, deadlines, and cross-team requests with strong organizational discipline and follow-through.

• Collaborative Communication

Communicates clearly and professionally; works effectively with Creative Services, Content Manager, Marketing Ops, Retail, Helms, EHG, and Foundation to ensure integrated digital execution.

• Adaptability & Learning Agility

Demonstrates comfort with changing technology, evolving platforms, and shifting organizational priorities; learns new digital tools quickly.

• Customer & Mission Orientation

Ensures all digital work reflects Goodwill’s mission, brand values, and service philosophy; approaches internal stakeholders as customers to be supported.

• Initiative & Accountability

Shows ownership of tasks and digital channels; proactively identifies issues and opportunities; delivers high-quality work with minimal supervision.

• Ethics, Stewardship & Professionalism

Handles information responsibly, maintains confidentiality, represents the organization with professionalism, and aligns with Goodwill’s SOAR values.

QUALIFICATIONS

Essential Requirements

• Bachelor’s degree required in marketing, communications, digital media, advertising, or a related field; or equivalent professional experience considered with strong digital portfolio.
• Demonstrated experience executing and managing digital marketing channels, including website, social media, and email platforms.
• Proficiency with core digital tools, including Google Analytics, WordPress CMS, social media management platforms, and email marketing systems; CRM familiarity (Salesforce, Element451) strongly preferred.
• Experience managing website updates through a CMS, ensuring accuracy, usability, and SEO alignment.
• Ability to interpret digital analytics to monitor performance, identify insights, and recommend optimization strategies.
• Working knowledge of SEO, ADA accessibility, and UX best practices as they relate to digital publishing.
• Experience adapting or creating simple digital assets (resizing graphics, basic edits) when needed to support channel execution.
• Ability to manage multiple projects, deadlines, and competing priorities with strong organizational discipline.
• Collaborative communication skills, with the ability to work effectively across Creative Services, Content, Retail, Helms College, Hospitality, and Foundation.
• Commitment to Goodwill’s mission, values, and service philosophy.

Desirable Requirements

• Experience in a nonprofit, education, workforce development, or multi-brand organization.
• Experience coordinating with external agencies or digital vendors.
• Working knowledge of paid digital advertising platforms (social ads, PPC, retargeting).
• Experience with A/B testing, channel optimization, or audience segmentation.
• Familiarity with project management tools, such as Monday.com.