Senior Digital Marketing Specialist

Overview

Senior Specialist Digital Marketing

Hayward Industries. (NYSE "HAYW" is the largest manufacturer of residential swimming pool equipment globally, with a significant presence in the commercial pool market that is continuously growing.

Headquartered in Charlotte, North Carolina, Hayward designs, manufactures, and markets a full line of residential and commercial pool and spa equipment, including pumps, filters, heating, cleaners, salt chlorinators, automation, lighting, safety, flow control, and energy solutions at our company-owned facilities in North Carolina, Tennessee, Arizona, Rhode Island, Spain, and China. We have distribution facilities in France, Canada, and Arizona. For 100 years, Hayward has been enhancing pool ownership by manufacturing cutting-edge, advanced pool and spa equipment. Hayward listens to our customers' needs and ensures they are implemented during the design and manufacturing process. The goal is to become the preferred brand of choice with every residential and commercial swimming pool and spa.

Position Overview

The Senior Specialist of Digital Marketing will play a crucial role in managing the strategy, execution, and optimization of Hayward’s digital marketing technologies, driving engagement, retention, and long-term value among trade partners, dealers, and service professionals. This role combines expertise in marketing technologies, CRM operations, and digital marketing best practices to deliver personalized experiences and measurable business impact.

The ideal candidate is both analytical and creative, skilled in using data to shape customer journeys while crafting compelling communications that strengthen loyalty and advocacy.

Responsibilities

CRM & Data Management:
* Manage CRM segmentation, automation workflows, and audience lists to ensure accurate, timely, and targeted communications.
Partner with analytics teams to measure customer lifetime value, engagement rates, and program performance metrics.
Maintain data hygiene and ensure compliance with privacy regulations (CAN-SPAM, GDPR, etc.).
Digital & Email Marketing:
* Develop and execute multi-channel campaigns (email, social, web, paid media) to drive member acquisition, engagement, and retention.
Lead creative briefing and content planning to ensure consistent brand voice and tone across channels.
Test and optimize subject lines, offers, and visuals for improved conversion and engagement.
Performance Analysis & Reporting:
* Monitor KPIs and generate performance dashboards to track participation, redemption, and ROI.
Present insights and recommendations to senior leadership to inform strategy and future program enhancements.

Qualifications

Bachelor’s degree in Marketing, Communications, Business, or related field.
3-5 years of experience in loyalty marketing, CRM, or customer engagement roles.
Strong understanding of email marketing automation (Salesforce Marketing Cloud, HubSpot, Marketo, or similar).
Proven ability to interpret data, generate insights, and translate them into actionable strategies.
Exceptional project management, communication, and collaboration skills.
Experience with incentive or rewards platforms preferred. Partner Portal, gamification and mobile app loyalty experiences a plus.
Familiarity with pool, HVAC, or similar trade-driven B2B environments is a plus.
A basic understanding of API-driven integrations or CDPs (Customer Data Platforms) is desired.
Experience with customer lifecycle mapping or marketing automation best practices.
A basic understanding of API-driven integrations or CDPs (Customer Data Platforms) can help with loyalty-CRM data synchronization.

Desired Attributes

Strategic thinker with a test-and-learn mindset.
Comfortable working cross-functionally with Sales, Finance, and Product teams.
Strong storytelling skills, able to translate data into compelling partner narratives.
Passion for building community and long-term brand loyalty.

Why Join Hayward?