Digital Marketing Specialist- Search & Paid Media

TAPCO Inc.; Milwaukee (WI); On-site; USD 65,000 - 95,000; Full time

Benefits offered by this job

Paid holidays

Paid vacation & personal time (day 1)

Parental leave (4 weeks)

401K with employer match

Short-term disability

Health, vision, dental insurance

Quarterly company events

Committee participation

Job summary

TAPCO Inc. is seeking a Digital Marketing Specialist - Search & Paid Media in Milwaukee to drive demand generation through paid search, SEO, and supporting channels.

You will collaborate with the Digital Marketing Manager to optimize campaigns, report on performance, and explore AI-powered advertising opportunities. The ideal candidate has hands-on Google Ads experience, a data-driven mindset, and comfort adapting to evolving digital channels.

Qualifications

• Bachelor's degree in Marketing, Business, Communications or related field or commensurate on-the-job experience.
• Minimum of 3 years of digital marketing experience with emphasis on paid search and SEM/SEO.
• Familiarity with AEO and AI-powered tactics and tools.
• Experience using marketing software such as HubSpot.
• Proficiency with Google Ads, Analytics, Search Console and related tools.

Responsibilities

• Execute, manage and support digital marketing initiatives for lead generation and growth.
• Manage, implement and optimize paid search campaigns with strategy and reporting.
• Implement and support organic SEO to improve visibility and lead gen.
• Manage budgets, targeting, bidding, keywords, testing, and performance across channels.
• Explore emerging opportunities in search including AI-powered experiences.
• Collaborate with teams and partners to support website and paid media improvements.
• Stay current on industry trends and emerging technologies for continuous improvement.
• Support additional digital marketing activities as needed.
• Assist with data source integrations and data governance standards.
• Perform other duties as assigned.

Skills

Paid search

SEO

Campaign optimization

AI-powered search

Data-driven mindset

Education

Bachelor's degree in Marketing/Business

On-the-job digital marketing experience

Tools

Google Ads

Google Analytics

Google Search Console

SEMRush

Microsoft Ads

Meta Ads

HubSpot

Excel

PowerPoint

Job description

What TAPCO has to offer you

• 10 Paid Holidays
• Paid Vacation and Personal Time (starting day one)
• Four Weeks of Paid Parental Leave with no waiting period
• 401K Plan with Employer Match (fully vested on day one)
• Company-Funded Short-Term Disability
• Pet, Health, Vision, and Dental insurance
• Quarterly Company Events and Lunches
• Have a say in TAPCO Happenings by joining the Fun or Safety Committee

What you will accomplish as a Digital Marketing Specialist - Search & Paid Media at TAPCO

Reporting to the Sr. Digital Marketing Manager, this position is responsible for supporting and executing digital marketing initiatives that drive demand generation and business growth. The primary focus of this role is search marketing, including paid search advertising (Google Ads, Microsoft Ads) and search engine optimization (SEO), while also supporting broader paid media efforts such as social, display, and remarketing campaigns. The ideal candidate has strong hands‑on experience with Google Ads, a data-driven mindset, and the ability to adapt to evolving digital marketing channels, including emerging AI-powered search and advertising platforms.

Duties and Responsibilities

• Execute, manage and support digital marketing initiatives that drive lead generation, customer acquisition, and business growth, with a primary focus on paid search, SEO, and other web digital marketing strategies.
• Manage, implement and optimize paid search campaigns, including strategy, execution, optimization, and reporting.
• Implement and support organic SEO strategies to improve search visibility, qualified organic website traffic, and lead generation.
• Manage campaign budgets, audience targeting, bidding strategies, keyword development, testing, and performance optimization across paid search, social, display, and remarketing tactics.
• Explore and evaluate emerging opportunities in search marketing, including Answer Engine Optimization (AEO), AI-powered search experiences, and evolving advertising platforms.
• Collaborate with internal teams and external partners to support website, paid media and other digital marketing consolidations and enhancements.
• Stay current on industry trends, best practices, and emerging technologies to support continuous improvement and innovation.
• Support broader digital marketing activities as business needs evolve and perform all other duties as assigned.
• Assist with data source integrations and support standards for data governance, tracking, and compliance.
• Support the digital marketing team by executing other miscellaneous tasks as needed.
• Adhere to TAPCO Values: Safety First, Fight for the Greater Good, Get Stuff Done, Be Helpful and Figure it Out.
• Perform all other duties as assigned.

Knowledge/Skill/Ability

• Professional and positive attitude, with an energetic work ethic
• Builds relationships, collaborative team player, able to effectively organize, prioritize, and delegate work effectively within a fast-paced environment with minimal supervision and ever-changing tasks
• Self‑motivated, organized, detail‑oriented and able to act independently
• Ability to adapt to changing priorities and anticipate workflow
• Strong interpersonal skills with coworkers and management
• Strong, effective organizational and communication skills with a meticulous eye for detail

Required Experience

• Bachelor's degree in Marketing, Business, Communications or a related field and/or commensurate on-the-job experience
• Minimum of 3 years of experience in digital marketing with a strong emphasis on paid search and search engine marketing (SEM and SEO).
• Familiarity with Answer Engine Optimization (AEO) and ability to evaluate and implement AI-powered tactics and tools.
• Prior experience using marketing software, such as HubSpot
• Proficiency with Google Ads, Google Analytics, Google Search Console, and related digital marketing tools (SEMRush, Microsoft Ads, Meta Ads)
• Proficiency in Microsoft Office suite: Excel, Word, PowerPoint and Outlook
• Prior experience working in a fast-paced, team-based environment

About Us

At TAPCO, we aim to enhance transportation and personal safety in our communities through innovative solutions and products. We are driven to save lives! Are you looking for a career where you can earn a great wage based on experience and performance, your contributions are recognized, and you will have growth potential? Then choose TAPCO!

As an EEO Employer, including Veterans and Individuals with Disabilities, all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, veteran or disability status or other acceptable taglines in all printed employment advertisements.