Digital Marketing & Web Specialist

Wills Group; La Plata (MD); Hybrid; USD 65,000 - 85,000; Full time

Benefits offered by this job

401(k) match

Health, vision and dental plans

Paid time off

Hybrid work environment

Education reimbursement

Employee discounts

Job summary

Wills Group seeks a Digital Marketing & Web Specialist to own Dash In and Splash In websites, manage content, optimize for search, and improve the customer journey. You’ll work with Brand, Creative, Loyalty, and Analytics teams to launch campaigns and drive performance.

The role blends CMS, landing pages, SEO, analytics, and CRO with a focus on local search and AI-powered opportunities. Hybrid schedule in Maryland is required.

Qualifications

• Bachelor's degree in Marketing, Business Admin, Digital Media, or related field.
• 3+ years in website management, SEO, digital marketing, or e-commerce.
• Experience with CMS, site publishing platforms, landing pages, and campaign launches.
• Working knowledge of on-page SEO, local SEO, technical SEO fundamentals, and content optimization.
• Experience with web analytics and reporting tools such as Google Analytics and Google Search Console.
• Ability to analyze digital performance and translate insights into actionable recommendations.
• Strong project management, organization, and prioritization skills with multiple deadlines.
• Authorization to work in the U.S. (visa sponsorship not available).

Responsibilities

• Own digital web experience for Dash In and Splash In brands, including content updates and campaigns.
• Build and optimize landing pages, templates, and promo modules for campaigns and new openings.
• Lead day-to-day SEO, including audits, metadata, internal linking, local content, and schema.
• Improve customer journey with CRO, navigation improvements, and A/B testing.
• Monitor KPIs like traffic, engagement, and conversions to identify opportunities.
• Collaborate with Brand, Creative, Loyalty, Performance Marketing, Analytics, and tech teams.
• Support digital commerce by maintaining content and messaging across platforms.

Skills

CMS experience

SEO

Landing pages

Analytics

A/B testing

Conversion optimization

Project management

HTML/CSS basics

Education

Bachelor's degree in Marketing or related field

Tools

Google Analytics

Google Search Console

Job description

Digital Marketing & Web Specialist – Wills Group

Location: La Plata, MD | Hybrid
Schedule: Full-time | Monday–Friday
Position Type: Full-time | Benefits EligibleJob Purpose and Function

Help shape the digital experience behind two growing consumer brands. As the Digital Marketing & Web Specialist, you’ll own the day-to-day management, optimization, and performance of Dash In and Splash In websites, helping customers find us, engage with our brands, and take action.

This hands-on role blends website management, SEO/AEO, conversion rate optimization, landing-page development, analytics, and continuous improvement. You’ll partner with Brand, Creative, Loyalty, Performance Marketing, Analytics, and agency teams to launch campaigns, improve organic visibility, and create stronger digital customer journeys.

How You’ll Make an Impact

• Own Our Web Experience: Manage Dash In and Splash In website content, page creation, promotional updates, campaign launches, and ongoing site improvements.
• Build High-Performing Landing Pages: Create and optimize landing pages, reusable templates, and promotional modules supporting campaigns, loyalty initiatives, new store openings, and other marketing priorities.
• Drive SEO & AEO: Lead day-to-day organic search optimization, including SEO audits, metadata, internal linking, page structure, local search content, schema, FAQs, and emerging AI-powered search opportunities.
• Optimize the Customer Journey: Identify friction, improve navigation and calls to action, and use conversion rate optimization and A/B testing to improve customer engagement and action.
• Turn Data Into Action: Monitor website traffic, organic search, engagement, conversion, and other KPIs to identify opportunities and recommend improvements.
• Collaborate Across Marketing: Partner with Brand, Creative, Loyalty, Performance Marketing, Analytics, technical teams, and agency partners to deliver seamless digital experiences.
• Support Digital Commerce: Maintain customer-facing content, imagery, promotions, and messaging across digital commerce platforms.

What We’re Looking For

Basic Qualifications

• Bachelor’s degree in Marketing, Business Administration, Digital Media, or a related field.
• 3+ years of experience in website management, SEO, digital marketing, e-commerce, or a related field.
• Experience working with content management systems (CMS), website publishing platforms, landing pages, and campaign launches.
• Working knowledge of on-page SEO, local SEO, technical SEO fundamentals, and content optimization.
• Experience with web analytics and reporting tools such as Google Analytics and Google Search Console.
• Ability to analyze digital performance and translate insights into actionable recommendations.
• Strong project management, organization, and prioritization skills with the ability to manage multiple deadlines.
• Authorization to work in the U.S. (visa sponsorship or C2C opportunities not available at this time).
• Willing to submit to a pre-employment background check and driving record check in accordance with local, state, and federal laws.

An ideal candidate will also have

• Experience in consumer products, retail, food, or another customer-focused industry.
• Experience with HTML, CSS, and basic web development principles.
• Experience with conversion rate optimization, A/B testing, website personalization, and customer journey optimization.
• Familiarity with structured data, schema markup, and AI search optimization.
• Experience supporting third-party ordering, marketplace, or e-commerce platforms.

Key Competencies

• Delivering results and meeting customer expectations
• Working with people
• Adapting and responding to change
• Creating and innovating
• Planning and organizing

Availability and Travel

• This is a hybrid role with standard operating hours Monday through Friday from 8:00 AM to 4:30 PM and a combination of in-office and work-from-home days.
• Occasional travel, including overnight stays for training, conferences, or other events, may be required. Approved accommodations and expenses are reimbursable.
• This role requires use of a personal vehicle for business travel; mileage reimbursement is provided by Wills Group.

ADA Compliance

The Wills Group is committed to providing equal employment opportunities and fostering an inclusive workplace for individuals with disabilities. In compliance with the Americans with Disabilities Act (ADA), we ensure that all qualified individuals are given the necessary accommodations to perform the essential functions of their roles.

We encourage open communication and collaboration to identify and implement reasonable accommodations that support the success of our employees while maintaining operational excellence. Reasonable accommodations can be discussed during the hiring process.

Why You Should Join Wills Group

As a thriving, family-owned, $1.5 billion company headquartered in scenic La Plata, Maryland, (a 45-minute commute from Washington, DC), we take pride in our strong presence across the Mid-Atlantic region. Featuring nearly 300 retail locations of our family of brands including Dash In, Splash In ECO Car Wash, and SMO Motor Fuels, we are shaping the future of convenience retailing, fuels marketing, and commercial real estate.

Since 1926, our work-hard, play-hard mentality propels us to serve the communities that have supported us throughout the years. Keeping lives in motion is more than our mission--it's our way of life! We're dedicated to empowering individuals to embrace new possibilities and chart their own paths to success. Discover the fulfillment of working alongside passionate professionals, where your ideas are valued, and your potential is nurtured. Become part of something bigger when you join the Wills Group!

Benefits and Perks

Embark on a rewarding journey where your growth, future, and well-being take center stage! As a certified Great Place to Work™, the Wills Group understands today's professionals desire meaningful careers with a culture that's as authentic as possible. We pride ourselves in fostering an environment that supports your overall development.

Look forward to joining a company that celebrates your wins whether big or small. You can count on us to provide industry-leading total rewards packages that include a range of benefits and perks that contribute to your overall well-being:

• Financial Well-being: Employer 401(k) match (currently at 7%), health savings plan, and financial planning.
• Physical Well-being: Comprehensive health, vision, and dental plans tailored to meet the needs of our people and their families, even their pets!
• Paid Time Off: Vacation, sick, personal, community engagement, and parental leave for new parents.
• Work/Life Balance: Hybrid and flexible work environment, Employee Assistance Program, travel assistance, family life planning.
• Exclusive Discounts: Enjoy discounts on theme parks, Broadway shows, concerts, travel, shopping, dining, and wellness services.
• Education and Development Opportunities: 100% tuition reimbursement to support our team’s education goals, robust development programs, and certificate program assistance (up to 100% employer-paid).
• Competitive Salary: Competitive pay matched to DC Metro area.

Wills Group does not accept unsolicited resumes from recruiters or employment agencies in response to the Wills Group careers page or a Wills Group social media post. Wills Group will not consider or agree to payment of any referral compensation or recruiter fee relating to these unsolicited resumes. Wills Group explicitly reserves the right to hire those candidate(s) without any financial obligation to the recruiter or agency. Any unsolicited resumes, including those submitted to hiring managers, are deemed to be the property of Wills Group. Wills Group is an equal opportunity employer. Wills Group does not discriminate on the basis of race, religion, color, sex, gender identity, sexual orientation, age, non-disqualifying physical or mental disability, national origin, veteran status or any other basis covered by appropriate law. All employment is decided based on qualifications, merit, and business need. #TWGIHQ