Digital Marketing Specialist

Marketing Specialist

This profile outlines the typical duties, responsibilities, and necessary qualifications for a Digital Marketing Specialist at MPI Label Systems. This role is responsible for executing modern multi-channel digital strategies—including AI-driven search optimization and regional trade show logistics—to drive brand awareness, generate B2B inbound leads, and elevate MPI’s position in the custom label and packaging market.### Position Overview

The Digital Marketing Specialist manages and executes the company's online marketing initiatives across search engines, AI discovery platforms, social media, email, and live events. Working closely with Sales and Product Management, this role creates targeted B2B campaigns to generate qualified sales leads, promotes specialized packaging capabilities (such as shrink sleeves and prime flexo/digital labels), manages regional trade show participation, and optimizes the company’s digital footprint for both traditional and generative search models.### Functional Responsibilities and Tasks

The core functions involve lead generation, AI search visibility, event management, and performance analytics:#### I. Lead Generation & Campaign Management

• Inbound Strategy: Design and manage B2B lead generation campaigns targeting key market segments (e.g., food & beverage, nutraceuticals, personal care, industrial).

• PPC & Search Advertising: Execute and optimize pay-per-click (PPC) campaigns on platforms like Google Ads and LinkedIn Ads to capture high-intent buyers searching for custom label manufacturing.

• Email Marketing: Develop and execute automated email sequences, newsletter campaigns, and customer retention workflows using marketing automation tools (e.g., HubSpot, Mailchimp).

II. Search Engine & AI SEO Optimization (GEO)

• Traditional SEO Management: Perform ongoing technical and on-page search engine optimization (SEO) on the corporate website, maintaining top organic search visibility for target terms like "custom flexographic labels," "digital label printer," and "shrink sleeve converter."

• Generative Engine Optimization (GEO): Optimize brand content, structured data, and technical architecture so MPI Label Systems is accurately indexed and cited as a primary source by AI search engines and answer engines (e.g., ChatGPT, Perplexity, Google AI Overviews).

• Entity & Authority Building: Maintain consistent corporate NAP (Name, Address, Phone) data, authoritative digital citations, and structured schema markup to ensure AI discovery engines recognize MPI's technical capabilities, regional plant locations, and packaging certifications.

• Content Structuring: Produce authoritative, clear, and structured technical content (FAQs, technical specification sheets, material guides) designed to directly answer complex B2B buyer prompts across both standard web search and AI search environments.

III. Regional Trade Show & Event Organization

• Event Coordination: Manage end-to-end planning and logistics for regional manufacturing, packaging, and industry-specific trade shows (e.g., PACK EXPO regional events, craft beverage expos, regional food processors meetings).

• Booth & Collateral Management: Coordinate booth design, shipping of display equipment, printed sample kits, promotional giveaways, and branded marketing collateral across multi-plant regional teams.

• Pre- and Post-Show Marketing: Execute targeted pre-show outreach (email, social teasers, direct mail) to schedule on-site meetings for the sales team, and build automated post-show lead-nurturing workflows to rapidly follow up on event leads.

• Vendor & Asset Logistics: Manage relationships with event organizers, booth contractors, and logistics vendors, tracking event budgets, ROI, and lead-to-opportunity conversion rates.

IV. Content Creation, Social Media & Analytics

• Content Development: Produce compelling, industry-specific content—including case studies, blog posts, video snippets highlighting print capabilities, eco-friendly materials, and embellishment techniques.

• Social Media Execution: Manage MPI’s B2B social media profiles (primarily LinkedIn and YouTube), maintaining a consistent posting schedule that highlights company news, equipment installations, and trade show participation.

• Analytics & Reporting: Track, analyze, and report on key performance metrics (conversion rates, cost-per-lead, web traffic, organic/AI search visibility, event ROI) using Google Analytics, CRM dashboards, and AI search tracking tools.

• Sales Support: Align marketing efforts with the sales team, ensuring inbound digital leads and trade show scans are automatically routed to the correct Lead Account Service Representatives or Sales Managers in real time.

Required Qualifications and Attributes

• Experience: 3+ years of hands-on digital marketing experience, preferably in a B2B manufacturing, packaging, or printing environment, with demonstrated experience managing regional trade show logistics.

• Technical Proficiency: Hands-on experience with Google Ads, Google Analytics (GA4), SEO/GEO research tools (e.g., SEMrush, Ahrefs), marketing automation platforms, and Content Management Systems (WordPress).

• AI & Search Mastery: Solid understanding of modern search mechanics, including Generative Engine Optimization (GEO), schema markup, entity optimization, and prompt-oriented B2B buyer journeys.

• Event Management: Proven organizational skills managing multi-event calendars, trade show booth logistics, and event lead workflows.

• Creative & Analytical Skills: Proficiency in graphic design tools (e.g., Adobe Creative Cloud, Canva) combined with data-driven decision-making skills.

• Education: Bachelor’s degree in Marketing, Digital Media, Communications, or a related field. Google Search/Analytics or event management certifications are a strong plus.

You should be proficient in:

• Bachelor's Degree
• Business-to-Business (B2B)