Manager, Digital Marketing

Position Summary

MCF has a significant opportunity to grow its digital presence and capture demand from fleet operators actively searching for solutions across both the Transportation & Logistics and Light Commercial Vehicle segments. The Manager, Digital Marketing will build the digital infrastructure that makes MCF discoverable, credible, and conversion-ready.

This is a hands-on builder role. You will own SEO, SEM, paid media, website optimization, and emerging digital channels end to end. You will be in the platforms, running tests, pulling data, and making decisions — not managing agencies at arm's length. This role reports directly to the VP of Marketing.

Primary Responsibilities

SEO & Organic Search

• Own MCF's SEO strategy — technical SEO, keyword targeting, content optimization, and link building
• Conduct ongoing keyword research aligned to T&L and LCV fleet operator search behavior and buying triggers
• Partner with the Go-to-Market Execution Manager to ensure content is optimized for organic discovery
• Track organic performance via Google Search Console and report progress against targets
• Build MCF's visibility in AI-driven search results — a fast-growing channel in B2B buying

Paid Media & SEM

• Build and manage paid search campaigns targeting fleet managers and maintenance decision makers
• Develop and execute paid social campaigns on LinkedIn targeting T&L and LCV fleet operators by title, company size, and segment
• Own media budget allocation across channels — optimize continuously for cost-per-lead and pipeline contribution
• Implement A/B testing across ad copy, landing pages, and targeting to improve conversion rates

Website & Conversion Optimization

• Own the MCF website as a lead generation asset — not just a brochure
• Identify and execute conversion rate optimization opportunities — landing pages, CTAs, forms, and user flows
• Partner with the Go-to-Market Execution Manager on campaign landing page builds
• Work within the constraints of MCF's CMS and broader Michelin digital ecosystem to maximize flexibility

Analytics & Reporting

• Own GA4, Google Search Console, and digital performance dashboards
• Partner with the Marketing Data Analyst on channel attribution and campaign ROI reporting
• Deliver regular digital performance reports to the VP of Marketing with clear recommendations

Digital Infrastructure

• Partner with Marketing Managers on HubSpot — specifically tracking, landing page infrastructure, and lead capture
• Ensure proper UTM tagging, pixel setup, and attribution tracking across all digital channels
• Stay current on emerging digital tools and AI-powered marketing applications relevant to MCF's strategy

What We're Looking For

Required

• 4–6 years of hands-on digital marketing experience — SEO, SEM, and paid social are non-negotiable
• Proven ability to build digital programs from a low or zero baseline — not just optimize mature channels
• Fluency in Google Ads, LinkedIn Campaign Manager, Google Search Console, and GA4
• Strong analytical mindset — comfortable owning performance data and making spend decisions based on it
• HubSpot familiarity — landing pages, tracking, and lead capture
• Clear communicator — able to translate digital performance for non-digital stakeholders

Preferred

• Experience marketing to B2B industrial, transportation, or fleet technology audiences
• Familiarity with AI search optimization (SGE, answer engine optimization)
• Experience with ABM platforms and intent data tools
• Basic CMS experience — ability to make website updates without full developer dependency

Education

• Bachelor's degree in Marketing, Digital Media, or related field