Digital Marketing Specialist

The Digital Marketing Specialist is responsible for developing and configuring content across all digital channels related to customer retention, acquisition, and promotion to support marketing campaigns for all Hershey Entertainment and Resorts brands including Hersheypark, The Hotel Hershey, Hershey Lodge, ZooAmerica, Dining in Hershey, Hershey Bears and more. This position works within the broader digital team and closely with project managers, marketing managers, designers, and IT.

Hershey Entertainment & Resorts Company (HE&R) is an award-winning entertainment & hospitality organization with properties including: Hersheypark, The Hotel Hershey, Hershey Lodge, Giant Center, Restaurants, and more. Our team members share a common goal of upholding the legacy of our founder, Milton S. Hershey, while striving to live by our company's Core Values: Devoted to the Legacy, Selfless Spirit of Service, Team Focused, and Respectful of Others. Hershey Entertainment & Resorts is committed to cultivating diversity, equity, and inclusion in our workforce, marketplace, and community, and is proud to help fulfill the dream of our founder by providing value to Milton Hershey School.

Job Functions (Items marked with an asterisk are essential functions of this position):

• Responsible for building digital display, app, webpages, email, push notifications, in-app messaging, and SMS content for marketing campaigns:

• Develop HTML/CSS for websites or emails and launch on a timely basis*

• Manage Content, Alerts, Hours, Form Submissions, and CSC Confirmations in WIMP System*

• Set up and configure data filters and segmentation in the cross-channel campaign management platform to deliver dynamic messaging to unique guest segments.

• Set up link tracking and apply code for dynamic content.*

• Preflight, test, and launch digital display, app updates, web, email, push notifications, in-app messaging, and SMS marketing campaigns daily.*

• Pull reports that track KPIs and business metrics regularly.

• Analyze campaign results to uncover actionable trends and insights. Identify potential issues and recommend solutions.

• Perform regular audits of sites and channels to ensure content is accurate, fresh, and reflective of campaign initiatives.*

• Train, support, and educate digital system users to ensure appropriate content, brand representation, and consistency, as well as the utilization of best practices for the optimization of digital channels.

• Manage Google Business Listings

• Gain a thorough understanding of our customer lifecycle to recommend relevant content and automated programs

• Manage, configure, and deploy promotional, relationship, and transactional campaigns.

• Develop and recommend testing strategies, with clear objectives and measures of success*

• Make recommendations to continually improve processes & performance

• Proactively learn about our market and our target audiences, and gain knowledge of successful Digital Marketing tactics

• Support the execution of a variety of digital project work

• Perform other duties as assigned.

Qualifications:

• Must be 18 years of age or older.

• Must have a minimum of 3 years of related experience.

• Must have a Bachelor’s degree in Marketing, IT, or related field.

• Experience with Google Analytics

Knowledge, Skills, and Abilities:

• Other coding skills considered a plus: Web HTML, SQL, React, Javascript, Typescript, Next.js, etc.

• Proficient with HTML and CSS

• Understanding of Dynamic Content and Marketing Automation strategies, features and best practices.

• Experience using industry-leading ESPs (for example Responsys - preferred, Marketo, Eloqua, Salesforce Marketing Cloud,)

• Familiar with Dreamweaver or similar HTML development applications

• Experience using industry-leading CMS (for example Wordpress, Uniform, Optimizely, Sitecore, Joomla & Drupal, Adobe Exp Mgr and Salesforce Exp Cld)

• Industry Experience - Hospitality/Tourism/Entertainment/Sports/Recreation

• Proficient in working with details daily for prolonged periods of time.

• Skilled in the use of Microsoft Office applications, including Excel and Word and/or G-Suite.

• Knowledge of the latest Digital Marketing trends

• Sense of ownership and pride in your performance and its impact on the company’s success

• Critical thinking and problem-solving skills

• Team player

• Great time-management and organization skills

• Great interpersonal and communication skills

Job Demands:

• While performing the duties of this job, the employee is required to:

• Reaching Forward Occasional (<33%)

• Reaching Overhead Occasional (<33%)

• Finger Dexterity Constant (>67%)

• Hand/Eye Coordination Constant (>67%)

• Sitting Constant (>67%)

• Standing Frequent (34-66%)

• Walking Occasional (<33%)

• This job requires minimal visual requirements. Able to distinguish unlike items, detect motion, and distinguish color.

• This job requires a good sense of vision (either corrected or uncorrected). Visual ability to operate moving equipment such as a car, truck, golf carts, etc.

• This job requires the visual ability to perform detailed work at close distances (computer screens, accounting ledgers, using measurement devices).

• This job regularly requires verbal communication of detailed information to others either by phone or in person.

• Must be able to speak and read the English language.

• Substantial movements (motions) of the wrists, hands, and/or fingers (Repetitive motion).

Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time.

Hershey Entertainment & Resorts is an Equal Opportunity Employer