Digital Marketing Specialist - Agent Marketing

**Overview**

Being good neighbors – helping people, investing in our communities, and making the world a better place – is who we are at State Farm. It is at the core of how we operate and the reason for our success. We're moving with urgency to become a Next Gen Good Neighbor, with technology that strengthens human connections and enhances the customer experience. As an employee, you'll spend less time navigating systems and more time applying judgment, empathy, and expertise in the moments that matter most.

**Location:** Bloomington, IL; Dunwoody, GA; Tempe, AZ and Richardson, TX

**Hybrid:** Qualified candidates living within commutable distance of a hub location listed above should plan to spend time working from home and working in the office as part of our hybrid work environment. Preference will be made for candidates assigned to one of the listed locations.

**Remote:** Qualified candidates living outside of commutable distance to any of the hub locations may be considered for 100% remote work arrangements based on where a candidate currently resides or is currently located.

**Responsibilities**

We are seeking a results-driven **Digital Marketing Specialist** to join our Agent Marketing Digital and Social Programs team, with primary responsibility for **Paid Search and Search Engine Optimization (SEO)**. This role will help lead the strategy, execution, performance management, and ongoing evolution of agent-level search programs designed to drive measurable business results.

The role requires strong Paid Search and SEO expertise, including the ability to actively monitor performance, evaluate bid and budget strategies, identify optimization opportunities, develop testing roadmaps, and translate performance data into actionable recommendations. You will work closely with internal stakeholders, analytics partners, and external agencies to ensure programs are effectively executed, optimized, and delivering against established business and performance goals.

While Paid Search and SEO are the primary focus, this role sits within a broader Digital and Social Programs team. The ideal candidate understands how Search works alongside **Paid and Organic Social, Display and Programmatic Media, Streaming Audio and Video, Connected TV, Demand Generation, and other emerging digital channels** to create an effective, integrated digital marketing strategy.

The ideal candidate is equal parts strategic, analytical, and hands-on. Success requires curiosity, strong digital media expertise, comfort working with performance data, effective vendor management, and the ability to operate in a complex, matrixed environment.

**Key Responsibilities**

**Paid Search Strategy, Execution and Performance Management**

* Develop and manage agent-level Paid Search strategies aligned to business objectives, customer needs, budgets, and performance KPIs.
* Actively monitor campaign performance, budget pacing, bids, conversion trends, lead volume and quality, and other key indicators to identify issues and opportunities.
* Partner with agency teams on campaign setup, keyword and audience strategy, bidding, budgets, creative, landing pages, targeting, and ongoing optimization.
* Analyze performance across campaigns, markets, audiences, and tactics to understand what is driving results and recommend actions to improve efficiency and business outcomes.
* Develop and manage testing roadmaps across campaign structures, bidding strategies, audiences, creative, landing pages, and emerging search capabilities.
* Evaluate new search technologies, AI-driven capabilities, platforms, and tactics and determine opportunities for testing and broader program adoption.
* Hold agency and media partners accountable for proactive performance management, optimization, accurate execution, and measurable results.

**SEO Strategy and Performance**

* Support the development and execution of agent-level SEO strategies designed to improve organic search visibility, local discoverability, traffic, and consumer actions.
* Monitor SEO performance and identify opportunities and issues across technical SEO, local search, content, listings, and on-page optimization.
* Partner with internal teams and external vendors to prioritize and implement SEO improvements based on expected business impact.
* Use search trends, keyword insights, competitive information, and performance data to inform SEO recommendations and program evolution.
* Monitor changes to search engines, algorithms, AI-powered search experiences, and consumer search behavior and assess potential implications for Agent Marketing.
* Establish testing and measurement approaches to understand the impact of SEO enhancements and translate findings into actionable recommendations.

**Digital Media Strategy and Integration**

* Understand how Paid Search and SEO work within the broader consumer journey and recommend opportunities to integrate Search with other digital channels.
* Apply working knowledge across Paid and Organic Social, Display/Programmatic, Demand Generation, Connected TV, Streaming Audio and Video, YouTube, and other digital media channels to inform integrated strategies and investment decisions.
* Evaluate channel roles, audience strategies, objectives, and performance to identify opportunities for stronger coordination across the digital portfolio.
* Support agent-level integration of enterprise campaigns and key marketing moments, ensuring Search and other digital tactics effectively extend broader campaigns into local markets.
* Stay current on emerging digital media capabilities, platforms, AI-driven advertising solutions, and changes in consumer search and media behavior.

**Measurement, Optimization and Insights**

* Use analytics and reporting to identify performance drivers, diagnose issues, and recommend actions to improve campaign and program performance.
* Monitor media investment, budget pacing, forecasts, and performance against established goals.
* Evaluate metrics including CPC, CTR, conversion rate, cost per lead/acquisition, lead volume and quality, impression share, organic visibility, traffic, and consumer actions.
* Partner with analytics teams to strengthen conversion tracking, attribution, measurement, and reporting.
* Translate complex performance data into clear insights, recommendations, and business implications for internal stakeholders and leadership.
* Develop reporting that moves beyond what happened to explain why it happened, what action should be taken, and what should be tested next.

**Vendor and Partner Management**

* Manage relationships with media, technology, SEO, analytics, and other external partners.
* Provide clear strategic direction and hold partners accountable for performance, execution quality, proactive optimization, timelines, and deliverables.
* Critically evaluate vendor recommendations rather than relying solely on agency interpretation of performance.
* Support vendor evaluations, scopes of work, success metrics, and deliverables as needed.
* Ensure partners comply with brand, privacy, data-handling, and other applicable requirements.
* Manage project timelines, approvals, stakeholder inputs, and documentation across multiple initiatives.

**Cross-Functional Collaboration**

* Partner with internal teams across Marketing, Analytics, Brand, Creative, Compliance, Technology, Product, and Operations to execute and evolve Paid Search, SEO, and broader digital initiatives.
* Translate business needs into clear digital marketing strategies and requirements for internal and external partners.
* Communicate program performance, opportunities, risks, and recommendations to stakeholders and leadership.
* Balance day-to-day program management with longer-term testing, innovation, and strategic program evolution.

**Qualifications**

* Bachelor’s degree required.
* 3+ years of professional experience in digital marketing, digital media, Paid Search, SEO, or performance marketing.
* Demonstrated Paid Search expertise, including campaign strategy, setup, keyword strategy, bidding, budgeting, pacing, testing, optimization, and performance analysis.
* Experience with major search advertising platforms such as Google Ads and Microsoft Advertising, including familiarity with automated bidding, AI-powered campaign capabilities, and evolving search products.
* Strong understanding of SEO, including technical SEO, local search, keyword strategy, on-page optimization, content considerations, organic performance measurement, and search engine best practices.
* Strong understanding of digital performance metrics and the ability to diagnose performance issues and recommend appropriate actions.
* Experience developing structured testing strategies and using results to inform optimization and future investment decisions.
* Highly analytical with the ability to translate large or complex performance datasets into clear insights and recommendations.
* Experience managing media budgets and evaluating investment efficiency and business outcomes.
* Strong vendor and agency management experience, with the ability to challenge recommendations, provide strategic direction, and hold partners accountable for results.
* Working knowledge of complementary digital channels, including Paid and Organic Social, Display and Programmatic Media, Demand Generation, Connected TV, Streaming Audio and Video, YouTube, and local digital media.
* Understanding of how Paid Search, SEO, and other digital channels work together across the consumer journey.
* Curiosity and working knowledge of emerging digital and AI-driven advertising capabilities and their potential impact on Search and digital marketing.
* Proven ability to manage multiple complex initiatives, priorities, budgets, and partners simultaneously.
* Excellent written and verbal communication skills, including the ability to present performance, insights, risks, and recommendations to varied audiences.
* Ab