Senior Digital Marketing Specialist

ABOUT CYNETCynet is a nationally certified, minority-owned staffing organization headquartered in Sterling, Virginia. We serve clients and candidates across healthcare, IT, locums, and workforce solutions through four specialized brands: Cynet Health, Cynet Systems, Cynet Locums, and Cynet Health Canada. We are rebuilding our Marketing Department and this is one of the most important roles in that rebuild.THE OPPORTUNITYWe are looking for a Senior Digital Marketing Specialist to own two mission-critical workstreams: marketing automation and social media across all four Cynet divisions. This is a build role — not a maintenance role. There is no email marketing platform in place yet. No automation sequences. No playbook. You are the person who builds all of it.If you are someone who has spent years being handed a system someone else built and told to run it — this is not that job. If you are someone who has always wanted to own the whole thing from the ground up — platform selection, architecture, content, execution, and reporting — this is exactly that.SCOPE OF WORKMarketing Automation & Platform OwnershipYour first and most foundational responsibility is selecting, implementing, and owning the marketing automation platform for the department. There is currently no email marketing tool in place. You will evaluate options, make a recommendation to the Director of Marketing, lead the setup and configuration, build the initial automation architecture, and own the platform on an ongoing basis. This includes CRM integration, list management, segmentation logic, workflow design, and reporting infrastructure. HubSpot is the preferred direction but the final recommendation is yours to make based on the company's needs and budget.Email Marketing & AutomationOwns all email marketing strategy and execution across all Cynet divisions. Builds and manages sequential automation flows from scratch:Provider onboarding sequences and candidate welcome flowsRe-engagement campaigns targeting candidates from databaseAssignment milestone touchpoints and check-in sequencesReferral ask flows and win-back campaignsManages campaigns across both audience buckets — Bucket A (Cynet Health) and Bucket B (Cynet Systems, Cynet Locums, CHCA). Owns segmentation by specialty, geography, engagement history, and behavior. Writes all campaign copy. Manages A/B testing for subject lines, content, and CTAs. Delivers monthly performance reporting on open rates, CTR, response rates, and unsubscribes.SMS MarketingBuilds and manages SMS campaign flows in coordination with the email strategy. Short, high-intent messages timed to candidate behavior and campaign triggers. Ensures full compliance with SMS marketing regulations including opt-in, opt-out, and frequency standards.Recruitment Marketing PlaybookWrites and maintains the Recruitment Marketing Playbook — standardized email and SMS templates, campaign SOPs, and copywriting guidelines for all recruiting teams across every division. High-priority deliverable within the first 60 days.Social MediaOwns the social media presence across all Cynet divisions on LinkedIn, Facebook, Instagram, and YouTube. Responsible for strategy, content calendar, copywriting, scheduling, publishing, community management, and performance reporting. LinkedIn is the primary channel. The bi-weekly LinkedIn newsletter is a core ongoing deliverable — content is repurposed to the website resource hub. Works with the creative team for visual assets and video production. All division social media banners refresh is a first-week priority.ReportingDelivers a unified monthly performance dashboard covering email, SMS, and social media metrics. Works within the department's UTM tagging standard. Contributes to quarterly marketing performance reports presented to leadership.MINIMUM REQUIREMENTS3+ years of hands-on digital marketing experience with direct ownership of both email marketing and social mediaDemonstrated experience implementing or significantly configuring a marketing automation platform — not just using one, but building it. HubSpot, Active Campaign, Klaviyo, Marketo, or equivalentStrong understanding of email automation architecture — multi-step sequences, trigger-based flows, behavioral segmentation, and nurture funnelsExperience building email and SMS campaigns from strategy through execution — segmentation, copywriting, scheduling, testing, and optimizationProven social media management experience across multiple channels simultaneously — strategy, content calendars, copywriting, analytics, and community managementStrong copywriting skills — writes clearly and compellingly for different audiences and channels with minimal editing requiredWorking knowledge of CRM systems and how marketing platforms integrate with themComfortable with analytics — reads performance data, identifies patterns, and adjusts strategy accordinglyExperience with UTM tagging and campaign attributionAbility to manage multiple brands simultaneously while maintaining distinct voice and tone for eachHighly organized — manages content calendars, campaign timelines, and platform builds without losing track of anythingPREFERRED QUALIFICATIONSThese are not requirements. They are indicators that a candidate may be able to contribute from day one with less ramp-up time.HubSpot experience — certification is a bonus but not required; demonstrated hands-on platform knowledge is what mattersExperience in staffing, healthcare, or a related industry is a plus — but we are open to strong marketers from any background who are ready to learn the spaceFamiliarity with Sense, Constant Contact, or other staffing-specific communication toolsExperience with SMS marketing platforms and working knowledge of TCPA complianceLinkedIn-specific expertise — newsletter publishing, company page management, employer brand strategyBasic design skills in Canva or similar for social asset creation when neededFamiliarity with AEO and GEO content structuring for search visibilityExperience building or contributing to a recruitment marketing playbook, SOP documentation, or similarFULL JOB DESCRIPTIONWhat you will buildYour first and most important deliverable is choosing and implementing the marketing automation platform for the department. You will evaluate options, make a recommendation, lead the technical setup, and build the initial automation architecture. Once the platform is live you own it completely.From there you will build sequential email and SMS flows across all four Cynet divisions — re-engagement campaigns targeting a candidate database of over one million people, onboarding sequences, milestone touchpoints, and referral flows. You will write the Recruitment Marketing Playbook that standardizes outreach across every recruiting team in the company. And you will manage social media presence across all division brands — with LinkedIn as the primary channel and a bi-weekly newsletter as one of your core ongoing deliverables.What this role is notThis is not a role where someone will hand you a content calendar and ask you to schedule posts. It is not a role where the automation is already running and your job is to monitor it. The platform does not exist yet. The sequences have not been built. The playbook has not been written. If you are looking for a role where the infrastructure is already in place — this is not it. If you are energized by building something from the ground up — this is exactly it.What you will bringYou have built marketing automation before — not just used it. You understand how to structure a sequence, segment an audience, write copy that moves people forward, and read the data that tells you whether it is working. You are as comfortable in a platform's workflow builder as you are writing a LinkedIn post or reviewing a performance dashboard.You manage multiple things simultaneously without losing quality on any of them. You write well. You are organized. And you are genuinely excited about building something from scratch rather than inheriting someone else's system.What we offerA senior role with real ownership. A marketing department being built with intention and a clear strategy. A Director who will invest in your growth and give you space to do your best work. A creative team — designers, a video specialist, a web and UX lead — who will support everything you build. And one of the largest untapped candidate databases in the healthcare staffing industry, waiting for someone to finally activate it properly.This role is remote with collaboration expected during Eastern time zone business hours.J-18808-Ljbffr