Digital Performance Manager

General Information

Primary Location:Grand Rapids MI

Employee Status: Full-Time

Workplace Type:Hybrid

Who we are:

At LMCU youll find more than just a job - discover a fulfilling career where your contributions truly matter. Join our talented team at Lake Michigan Credit Union and discover the difference an employer who puts people first can make in your career and life.

About this position:

The role of the Digital Performance Manager is to be data-driven to lead audience segmentation lookalike audience development SEO research and full-funnel performance optimization across paid and owned channels. This role owns GTM tracking campaign measurement CRM lifecycle/data alignment and performance insights that drive growth efficiency and customer LTV.

What youll do:

Audience Strategy Segmentation & SEO Research:

• Build and maintain robust audience segmentation frameworks across demographic behavioral firmographic and intent-based factors.
• Develop and optimize lookalike audiencesacross major platforms (Meta Google LinkedIn programmatic).
• Conduct ongoing SEO research including keyword discovery competitive landscape analysis search intent mapping and content opportunity identification.
• Partner with content and web teams to ensure SEO insights influence landing pages metadata messaging and funnel strategy.
• Monitor audience quality suppression lists and overlap across CRM and ad platforms.

Campaign Planning & Execution:

• Translate segmentation and search insights into channel-specific campaign strategies across paid search paid social programmatic email and onsite experiences.
• Leverage SEO keyword and query data to inform creative briefs messaging frameworks and funnel design.
• Enforce clean data structures through naming conventions UTM governance and tracking frameworks.

Measurement GTM Tracking & Reporting:

• Build and maintainfull-funnel performance reporting(impressions clicks engagement leads pipeline revenue).
• Own Google Tag Manager implementation event schema conversion tracking and QA.
• Use search performance data (organic paid) to develop cross-channel attribution insights and recommendations.
• Create dashboards in Looker/Tableau/Power BI to surface KPIs pacing ROI/ROAS LTV and cohort performance.
• Develop data-driven hypotheses and run A/B and multivariate tests.

CRM Lifecycle & Data Management:

• Partner with CRM/Marketing Ops to design lifecycle journeys (acquisition onboarding activation retention win-back).
• Ensure CRM-to-ads data syncing supports segmentation suppression and retargeting with high accuracy.
• Maintain data quality and compliance across email advertising and web systems.

Cross-Functional Collaboration:

• Partner with content SEO and web teams on search-informed content creation and optimization.
• Collaborate with our marketing managers across different business units on funnel definitions audience insights and conversion improvements.
• Work with product owners and web teams to implement onsite personalization rooted in search intent and behavioral data.

Adhere to and champion our core values of curious minds collaborative hearts and continuous excellence.

What youll bring:

• 5-7 years in digital marketing performance marketing growth or marketing analytics.
• Bachelors degree in Digital Marketing Marketing Advertising Communication Sciences Business Administration.
• Hands-on experience with SEO research tools(e.g. SEMrush Ahrefs Google Search Console) including keyword analysis competitive research and on-page/off-page SEO principles.
• Proficiency in GTM GA4 and paid media platforms (Google Ads Meta LinkedIn). Hubspot Certifications Meta Certified Digital Marketing Associate Google Analytics Certification (GA4) and Google Ads Measurement Certification are a plus.
• Strong understanding of audience segmentation lookalike modeling and full-funnel optimization.
• Experience with CRM platforms and marketing automation.
• Strong analytical and reporting skills (SQL or advanced Excel preferred).

What youll get:

• All Employees: weekly pay and retirement savings options.
• Full Time Employees: comprehensive health coverage including medical (with prescription) dental vision HSA match paid parental leave and tuition reimbursement.
• To see a full list of our benefit offerings check out this helpful guide!

Have additional questions about the role Email the Talent Acquisition Team at: .

If you lack access to the internet or require an accommodation in the application process please send your resume via mail to P.O. Box 2848 Grand Rapids MI 49501-2848.

LMCU is an Equal Opportunity Employer