Digital Marketing Specialist - Houston, TX
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Job Title: Digital Marketing Specialist
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Reports to: Executive Director of Marketing
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Location: Houston, TX
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Department: Marketing
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FLSA Status: Exempt
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About Us: CraneWorks is an award-winning global provider of lifting solutions. Our commitment to customer service is unparalleled and we consistently strive to earn our customers’ loyalty and trust. Our fundamental values are safety, quality, integrity, reliability, and teamwork and our commitment to these values help steer our business operations. We are proud to be an Equal Employment Opportunity employer.
Position Overview
CraneWorks is seeking a results-driven Digital Marketing & Social Media Specialist to lead the execution and optimization of our digital presence across key platforms. This role is responsible for driving measurable growth through strategic campaign development, content execution, and continuous performance improvement.
This is not a passive, post-and-report role. We’re looking for someone who understands how to build momentum—someone who can develop a strategy, execute with precision, and continuously refine based on real data.
You will play a critical role in strengthening the CraneWorks brand, increasing market visibility, and supporting revenue growth across service, sales, parts, and rentals.
Key Responsibilities
Digital Strategy & Execution
- Develop and execute digital marketing strategies across paid and organic channels (Google Ads, LinkedIn, Meta, YouTube, etc.).
- Manage and optimize campaigns to drive qualified traffic, leads, and conversions.
- Identify opportunities to improve performance across all digital touchpoints, including website, landing pages, and email.
Social Media Leadership
- Own CraneWorks’ social media presence across all platforms.
- Plan and execute a consistent content calendar aligned with business priorities and campaigns.
- Create engaging, brand-aligned content that reinforces CraneWorks’ position as a nationwide leader.
- Monitor trends and adjust strategy to maintain relevance and reach.
Content & Creative Development
- Design and produce high-quality graphics and visual assets for digital campaigns, social media, and internal initiatives.
- Collaborate with internal teams to capture and develop content from the field (equipment, service work, events, etc.).
- Ensure all creative aligns with brand standards and maintains a professional, polished presence.
Performance & Optimization
- Track, analyze, and report on campaign performance using tools such as GA4, Google Ads, and HubSpot.
- Translate data into actionable insights and continuously optimize campaigns for improved ROI.
- Support A/B testing initiatives across ads, landing pages, and messaging.
Website & Lead Generation Support
- Assist in ongoing website optimization efforts to improve user experience and conversion rates.
- Support landing page creation and campaign-specific funnels.
- Ensure digital efforts align with broader lead generation and sales objectives.
Qualifications
- 3–5 years of experience in digital marketing, social media management, or a related field.
- Bachelor’s degree in Marketing, Digital Marketing, Communications, or equivalent experience.
- Proven track record of executing successful digital marketing campaigns with measurable results.
- Strong understanding of paid media platforms (Google Ads, LinkedIn, Meta, etc.).
- Experience with marketing analytics tools (GA4, HubSpot, or similar platforms).
- Graphic design experience required (Adobe Creative Suite or equivalent tools).
- Strong understanding of content creation, branding, and visual storytelling.
- Excellent communication, organization, and time management skills.
What Sets You Apart
- You take ownership. You don’t wait for direction—you identify opportunities and act.
- You are data-driven but creative—you know how to blend analytics with compelling messaging.
- You move fast, stay organized, and consistently deliver high-quality work.
- You understand B2B marketing and how to position a brand with authority and credibility.
Physical & Environmental Requirements:
To perform the essential functions of this position, an employee must be able to:
- Regularly sit, stand, walk, bend, reach, and climb throughout office, shop, and yard environments.
- Occasionally lift up to 25 pounds independently and up to 50 pounds with assistance.
- Operate computers, mobile devices, and office equipment.
- Read technical documents, repair orders, and financial reports.
- Communicate effectively in office and industrial environments.
Work Environment:
- Combination of office, shop, yard, and customer locations.
- Exposure to moving mechanical equipment, noise, vibration, dust, fuels, oils, and varying weather.
- Required use of Company-issued and OSHA-required PPE when entering operational areas.
- Occasional travel between branches and customer sites.
- effectively in office and industrial environments.
Disclaimer:
This job description describes the general nature and level of work performed. It is not intended to be an exhaustive list of duties. CraneWorks reserves the right to modify responsibilities at any time. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of the position.
Equal Opportunity Employer:
CraneWorks is an Equal Opportunity Employer. Employment decisions are made without regard to race, color, religion, sex, pregnancy, sexual orientation, gender identity or expression, national origin, age, disability, genetic information, protected veteran status, or any other status protected by applicable law. CraneWorks is committed to providing a workplace free from discrimination, harassment, and retaliation.
Benefits:
- Health insurance
- Paid time off
- Dental insurance
- 401(k)
- 401(k) matching
- Vision insurance
- Life insurance
- Referral program
- Professional development assistance