Responsibilities

• Digital Strategy & Leadership
• Develop and execute a comprehensive digital marketing strategy aligned with Transcat’s growth objectives across both Service and Distribution product and rentals business segments.
• Partner cross-functionally with sales, product, and IT to ensure digital channels support pipeline generation and customer retention goals.
• Serve as the internal subject matter expert on digital marketing trends, tools, and best practices relevant to B2B and technical/industrial markets.
• Lead, mentor, and grow a high-performing digital marketing team.
• Lead our external digital marketing and web development agency partners to maximize investment and best leverage internal/external resource.
• Effectively manage and measure working and non-working marketing budgets at monthly, quarterly, and annual levels.
• SEO
• Own and drive Transcat’s organic search strategy, including technical SEO, on-page optimization, and collaborate on overall web content strategy.
• Identify keyword opportunities aligned with our calibration services, test & measurement products, and target industry verticals.
• Oversee SEO audits, crawl health, link-building programs, and structured data implementation.
• Collaborate with content and web development teams to continuously improve organic visibility and authority.
• Paid Search & Digital Advertising
• Manage paid search (Google Ads, Microsoft Ads) strategy and robust budget, optimizing for lead quality, ROAS, and pipeline contribution.
• Oversee paid media campaigns including display, retargeting, and paid social as relevant to B2B audience targeting.
• Drive continuous testing and optimization of ad copy, landing pages, bidding strategies, and audience segmentation.
• Manage agency relationships and vendor partnerships to maximize performance and efficiency.
• Web Strategy & User Experience
• Own the strategy and roadmap for transcat.com and other websites, ensuring the site delivers an excellent user experience for both services and distribution customers.
• Partner with web design and development to plan and prioritize website improvements, A/B tests to improve conversion rates and lower CPA; Oversee and optimize our digital marketing tech stack to drive an exceptional customer experience, manage costs, and deliver consistent innovation, Drive eCommerce and digital self-service capabilities in partnership with the distribution team.