Digital Marketing Manager

Virginia Green; Richmond (VA); On-site; USD 115,000 - 130,000; Full time

Job summary

Virginia Green is seeking a strategic, growth-minded Digital Marketing Manager who understands the full customer journey—from awareness to conversion—to drive qualified demand.

The role will set campaign priorities across paid search, SEO, local visibility, and website optimization, oversee agency partners, and ensure digital investments deliver measurable business results. The manager reports to the VP of Marketing and coordinates cross-functional teams to improve customer experiences.

Qualifications

• 5–7+ years in progressive marketing with digital strategy and agency management.
• Experience leading paid media strategy and digital campaigns.
• Strong knowledge of website management, SEO, AEO, CRO, local search.
• Experience managing Google Business Profile and local listings.
• Experience in reputation-management and review generation.
• Proven ability to manage agencies and partner relationships.
• Strong project, communication, and stakeholder-management skills.
• Ability to balance strategic priorities with hands-on leadership.

Responsibilities

• Lead digital demand-generation strategy across paid search and media, SEO/AEO, local visibility, campaign development, and audience and channel strategy.
• Monitor lead quality, cost per lead (CPL), customer acquisition cost (CAC), and other key performance indicators.
• Establish campaign briefs, target audiences, messaging frameworks, channel plans, measurement approaches, and performance expectations.
• Own the digital lead-capture and customer-experience roadmap, including website priorities, landing pages, conversion-rate optimization, forms, calls, review and reputation touchpoints, and the overall lead flow.
• Oversee the development and optimization of digital experiences, including new web pages, landing experiences, tools, and applications. Translate business needs into requirements and guide work through UX, design, development, testing, launch, and ongoing optimization.
• Lead external agencies, vendors, and specialists by setting strategy and priorities; developing briefs; reviewing plans and deliverables; managing timelines and investment; and holding partners accountable for quality, performance, and results.
• Manage local business listing strategy, including Google Business Profile, to maintain accurate information, strong local visibility, and consistent brand representation.
• Partner with internal business, product, and operational stakeholders to translate priorities into campaign and website requirements; communicate progress, performance, risks, and recommendations to leadership.
• Monitor campaign, website, and conversion performance; translate data into actionable recommendations and continuous improvement opportunities.
• Evaluate and test emerging technologies, platforms, and digital marketing opportunities to identify those with meaningful potential for the business.
• Establish scalable digital marketing processes, documentation, reporting standards, and best practices.

Skills

Digital marketing strategy

Campaign leadership

Agency management

Paid media

SEO

AEO

CRO

Local search

Marketing analytics

Google Business Profile

Reputation management

Review monitoring

Stakeholder management

Project management

Communication

Cross-functional coordination

Education

Bachelor's degree or equivalent

Tools

HubSpot

Job description

Virginia Green is seeking a strategic, growth-minded digital marketer who understands the full customer journey: how to generate qualified demand and convert that demand through digital touchpoints.

The Digital Marketing Manager will set campaign, channel, website, and conversion priorities; oversee external agency and vendor execution; and ensure digital investments drive qualified traffic, effective customer experiences, and measurable business results.

This person will be accountable for the digital customer journey and serve as the internal owner and strategic coordinator for the specialists and agency partners who execute the work. The Digital Marketing Manager reports directly to the VP of Marketing.

Responsibilities:

• Lead digital demand-generation strategy across paid search and media, SEO/AEO, local visibility, campaign development, and audience and channel strategy.
• Monitor lead quality, cost per lead (CPL), customer acquisition cost (CAC), and other key performance indicators.
• Establish campaign briefs, target audiences, messaging frameworks, channel plans, measurement approaches, and performance expectations.
• Own the digital lead-capture and customer-experience roadmap, including website priorities, landing pages, conversion-rate optimization, forms, calls, review and reputation touchpoints, and the overall lead flow.
• Oversee the development and optimization of digital experiences, including new web pages, landing experiences, tools, and applications. Translate business needs into requirements and guide work through UX, design, development, testing, launch, and ongoing optimization.
• Lead external agencies, vendors, and specialists by setting strategy and priorities; developing briefs; reviewing plans and deliverables; managing timelines and investment; and holding partners accountable for quality, performance, and results.
• Manage local business listing strategy, including Google Business Profile, to maintain accurate information, strong local visibility, and consistent brand representation.
• Partner with internal business, product, and operational stakeholders to translate priorities into campaign and website requirements; communicate progress, performance, risks, and recommendations to leadership.
• Monitor campaign, website, and conversion performance; translate data into actionable recommendations and continuous improvement opportunities.
• Evaluate and test emerging technologies, platforms, and digital marketing opportunities to identify those with meaningful potential for the business.
• Establish scalable digital marketing processes, documentation, reporting standards, and best practices.

Required Qualifications:

• Bachelor’s degree in Marketing, Communications, Business, or a related field, or equivalent relevant experience.
• 5–7+ years of progressive marketing experience, including responsibility for digital marketing strategy, campaign leadership, and agency or vendor management.
• Demonstrated experience leading paid media strategy and digital campaign development.
• Strong working knowledge of website management, SEO, AEO, CRO, local search, and marketing analytics.
• Experience managing Google Business Profile and other local business listing platforms.
• Experience developing reputation-management, review-monitoring, and review-generation strategies.
• Proven ability to manage agency, vendor, and partner relationships.
• Strong project-management, communication, and stakeholder-management skills.
• Comfort interpreting marketing performance data and using it to guide priorities and improve outcomes.
• Ability to balance strategic priorities with hands-on leadership, partner management, and cross-functional coordination in a fast-moving environment.

Preferred Qualifications:

• Experience with marketing automation, CRM, and analytics platforms (HubSpot preferred)
• Familiarity with content-management systems and web-development workflows.
• Experience marketing to local, multi-location, or service-based businesses.
• Knowledge of evolving search behavior, AI-powered search experiences, and emerging digital platforms.
• Relevant certifications in Google Ads, Google Analytics, SEO, paid social, or related disciplines.

$115,000 - $130,000 a year

The estimated range is the budgeted amount for this position. Final offers are based on various factors, including skill set, experience, location, qualifications and other job-related reasons.

Come Go Beyond and Grow Beyond at Virginia Green!

*Virginia Green is committed to a diverse and inclusive workplace. All applicants will receive consideration for employment without regard to race, color, national origin, religion, sex, sexual orientation, gender identity, age, genetic information, or protected veteran status, and will not be discriminated against on the basis of disability or other legally protected status.

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