The Wills Group

  • Digital Marketing Specialist - SMO Energy

    Job Locations US-MD-La Plata
    Job ID
    # of Openings
  • Overview

    The Wills Group is an established, privately-held company serving customers across Maryland, D.C., Delaware, and Virginia with the vision, drive, and capacity to serve many more in the near term. Headquartered in La Plata, MD, The Wills Group is the parent company of several retail, convenience, and home comfort business units, including Dash In Food Stores, Splash In Car Washes, SMO Motor Fuels, and SMO Energy. Each one is committed to providing its customers with quality services and a superior experience – every time.


    Serving as a center of excellence, The Wills Group has a solid infrastructure built of talented teams to guide and support the successful operation of its business units, including human resources, finance, IT, marketing, and communications.


    The Wills Group was founded in 1926, and we are in the process of building the next chapter of our history. From a renewed customer focus to new brand positioning, and from product diversification to expansion into new markets, The Wills Group is evolving who we are and how we operate to pave the way for future success; redefining ourselves for today’s and tomorrow’s customers.


    Grounded in rich history since 1926 and strong company values, The Wills Group places its employees at the forefront of all they do, and is equally committed to giving back to the communities where it operates.


    You will be an integral part of our family of companies and will play a significant role in taking The Wills Group and its brands to the next level.


    SMO Energy is currently searching for a Digital Marketing Specialist. As the Digital Marketing Specialist you will be responsible for taking our company web site and other marketing technologies to the next level!  We’re seeking an enthusiastic and technically savvy individual who can derive insights from Google Analytics, pay per click campaigns, industry research, and other sources then creatively make updates to our web site including, but not limited to, improving the site layout and CTAs, improving web content and SEO, and finding other ways to improve traffic, conversions, and ultimately sales, as well as to make improvements to the user experience.  This position will generate reports and analyze data to recommend and implement improvements.  This person will identify and build solutions to improve sales close rates and service to customers.  The position will assist in creating and executing effective sales programs that lead to new residential and commercial account generation as well as the sale of other product offerings.  We’re looking for someone with a strong technical background as well as a good appreciation for understanding how customers think and what drives them.


    Our ideal candidate is self-driven, highly analytical and capable of working at a strategic level while simultaneously executing on a tactical level. We’re looking for someone with a strong background in search engine optimization, pay-per-click, mobile, social media marketing and analytics. This person must have an eye for impactful, creative development and storytelling.  In addition to learning and applying current best practices, candidate will need to find, implement and test new and/or better approaches with the goal of increasing market share cost-effectively.


    • Web Sites in WordPress: Build out and continuously improve SMO Energy’s customer-facing web site, This will include creating new landing pages and website layouts, and improving the existing page design and functions in order to improve site conversions, meet business goals, and enhance the customer experience.  Stay up to date with and implement the latest in SEO best practices.  Regularly monitor web site analytics in order to identify trends and implement improvements based on your recommendations.  Work closely with external PPC partner and internal coworkers in order to optimize site conversions and ensure a cohesive marketing effort across channels, from start to finish.  Identify and install WordPress Plug Ins.  Keep content for all SMOenergy company web sites updated, including the public web site and customer portal.
    • Other online platforms: Manage, monitor, and post to social media sites and online directories. Manage all digital platforms and channels, including web, AdWords, re-targeting, SEO, display, mobile and content marketing and dashboards.
    • Reporting: Provide regular reporting and trend analysis from WordPress, CRM, and other systems. Track progress over time. Make recommendations and improvements based on findings. Provides performance analysis and makes spend shift and optimization recommendations across all digital channels.
    • Technical Support: Maintain a solid understanding of business processes across all departments and build automation to solve user challenges. Support and troubleshoot issues that arise.  Work between various SMO Energy departments, IT, and third-party partners.
    • Strategy & Planning: Writes digital marketing plans that articulate effective and innovative content marketing strategies and tactics, with the ability to keep the customer’s perspective at the forefront of all strategic marketing initiatives. Collaborates with Marketing and the Sales teams to create innovative digital marketing campaigns that drive sales and customer traffic. Leverages consumer insights to ideate and test new digital marketing initiatives. Develops solutions to enhance the online visitor experience, maximize existing and potential revenue opportunity with new digital marketing attribution initiatives. Directs the development of customer experience assessment tools focused on web behavior patterns. Drives continuous improvement through implementation of new and creative ideas; develop a robust test and learn plan. Ensures all digital assets and ad placements are consistent with brand guidelines and meet legal requirements. Maintains digital asset guidelines and ensures consistency of messaging and visual elements.
    • Copy: Develops copy for digital channels, including web site, blogs, digital ads, and social media.
    • Partners: Sources and manages digital agency partners.

    Required Qualifications

    • Experience developing digital marketing strategies.
    • Programming skills: HTML, JavaScript, and CSS a must; PHP preferred.
    • Deep experience running digital campaigns, tracking and optimizing for effectiveness and efficiency.
    • Previous digital paid media management experience is required and content marketing experience is preferred.
    • Working knowledge and understanding of paid content marketing platforms, mobile, paid social media ads, etc.
    • Ability to develop and manage digital marketing strategy and tactics.
    • Exceptional written and verbal communication skills.
    • An understanding of brand positioning that connects to the business and brand results.
    • Ability to assess feasibility and make decisions using data and analytical results.
    • Ability to identify insights and implications from customer research to drive business decisions.
    • Ability to assimilate business strategy and objectives and develop online marketing programs.
    • Proficient in current web tools and technologies.
    • Innovative and creative thinker; proactively identifies opportunities; motivated by challenge, change and opportunity to help an organization look at things differently.
    • Relationship builder; partners cross-functionally and works effectively with various levels of the organization; team player with the presence to inspire and coalesce varying points of view.

    Applied Experience

    • Seasoned online marketing experience.
    • Comprehensive experience in strategic planning, program development and implementation.
    • Operational experience to develop customer relevant and easily adoptable programs.
    • Proven ability to find creative or alternative solutions to business problems.


    • Proficiency in relevant digital software, technology and marketing mediums.
    • Ability to stay abreast of market conditions and trends in branding, product image, advertising, and management practices.


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