The Digital Marketing Specialist is a key contributor on the General RV Digital Marketing team, utilizing data insights to guide impactful marketing decisions that will drive lead generation and improve our website’s overall performance.

The individual within this role will have a strong foundation in website design and maintenance, hands-on experience with HTML and CSS, and experience leveraging tools like Google Analytics, Google Tag Manager, etc. to inform marketing strategies. This position also collaborates closely with design, content, sales, and business development teams to ensure our website not only looks great, but drives results.

WHO WE ARE
We are not your average marketing department. We’re a team of talented individuals with diverse specialties. We see ourselves as industry-leaders, elevating the General RV brand through our work. We have built an in-house Agency that strives to support our internal clients to reach new heights through targeted marketing strategies. 

WHAT WE DO
We promote General RV dealerships across the country by producing high-quality marketing materials that drive customer traffic and increase awareness of the RV lifestyle. Print, digital, video – you name it, we do it. We also support our business partners within the company including recruiting, learning and development, finance and others. Think of us as a full-service marketing agency operating within the company.

• Own day-to-day website updates, maintenance, and performance monitoring – including our inventory, sales promotions, and drive overall sales performance.
• Develop organic website content that enhances search engine performance and online engagement.
• Ensure the website is optimized for SEO (on-page and technical), accessibility, and mobile responsiveness.
• Drive SEO metrics insights, proactive tactics, and contribute to SEO strategy for the website.
• Collaborate with the UX Designer, Web Architect, and Creative team on site structure and landing page creation.
• Maintain data integrity across the site, including URL structure, redirects, tags, and schema markup.
• Manage and implement Google Tag Manager Containers, triggers, and tags for marketing and analytics needs.
• Support our proprietary software as needed by updating new and current inventory. Including product descriptions, details, and media (photos, video) assets.
• Regularly review and report on website analytics using Google Analytics (GA4), Search Console, and other performance tools.
• Develop data analysis processes to monitor organic traffic, keywords, and other SEO performance metrics.
• Support A/B testing efforts and conversion optimization strategies.
• Troubleshoot technical website issues and coordinate solutions with the Digital and IT teams, and third-party vendors when needed.

• Minimum of 3-5 years of experience working in e-commerce, digital marketing, web design, or similar role.
• HTML and CSS experience, including Google digital marketing platforms is a must. Experience with Bootstrap or other CSS libraries is preferred.
• At least two years of professional experience in website design and CMS management. Experience with the Adobe CS and WordPress is a plus.
• In-depth understanding of digital marketing and its assets including but not limited to websites, mobile apps, paid digital ads, and digital marketing strategies.
• Strong understanding of e-commerce platforms and digital marketing tools. Experience working in a GitHub environment is a plus.
• Comprehensive knowledge of SEO best practices, trends, and metrics analysis, with experience in driving positive SEO results and business growth.

PERKS

General RV offers the opportunity to build a career, make a difference, and be part of an exciting industry. We boast a comprehensive benefits package that includes medical, dental, vision, life insurance options, paid vacations and a 401k with company matching

About General RV

General RV was founded when Abe Baidas converted a Detroit gas station into a small RV sales and manufacturing facility in 1962. From those humble roots, we’ve grown into the nation’s premier RV dealer. We’ve helped millions of families experience the RV lifestyle. With the support of our talented employees, General RV now operates multiple Supercenters across the country in addition to an inspection facility in Indiana. We are proud of our history and are now in the third generation of family ownership. Since 2014, General RV Center has been named by Crain's Detroit as one of Michigan's largest and fastest-growing privately held companies.

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