Digital Marketing Specialist

You'll own digital marketing end-to-end for BigRock Dirt Park driving qualified demand for course bookings, memberships, tours, and events, and building the brand for a passionate, niche audience of motorcycle and adventure enthusiasts. This is a hands-on, ownership role: you'll collaboratively set the strategy and also run the campaigns yourself, working closely with founders/leadership and a small team of specialists/agencies.

You will:

• Own the digital marketing budget and strategy across Google Ads, Meta Ads, and other paid channels, with direct accountability for CPL, CAC, and ROAS.
• Own and continuously optimize our online booking funnel (course sign-ups, memberships, tour and event bookings) end-to-end, including analytics and tracking (GA4, GTM).
• Build and execute content and brand strategy alongside performance media organic social, SEO, and creative that speaks authentically to riders and adventure-seekers.
• Set up and manage CRM/lifecycle marketing to drive repeat bookings, membership renewals, and referrals.
• Manage relationships with agencies and/or freelance specialists, and mentor junior marketing hires as the team grows.
• Partner with the operations and training team to plan campaigns around the training calendar, tours, corporate events, and racing events.
• Report regularly on performance against targets and translate data into a clear point of view on what to do next.

Who we are looking for:

• Experience in digital/performance marketing, with a track record of independently owning a paid media budget and hitting acquisition and conversion targets.
• Hands-on, current expertise in Google Ads and Meta Ads, plus GA4 and Google Tag Manager; LinkedIn Ads or programmatic experience is a plus.
• Experience with D2C, e-commerce, or subscription/membership-style booking funnels (Shopify or similar) will be an added advantage.
• A genuine content/brand sensibility — you don't just buy media, you can also shape how a brand talks to its audience.
• Experience managing an agency/contractor relationship or a small team.
• Strong written and verbal communication skills.
• Comfortable in a lean, fast-moving environment where you'll wear multiple hats.
• A real interest in motorcycling, off-road riding, or adventure/outdoor culture is a strong plus — you'll be marketing to people who live and breathe this.