Digital Marketing Specialist

at Forney Industries Inc
Published December 18, 2023
Location Fort Collins, CO
Category Default  
Job Type Full-time  


Forney Industries is one of America's longest operating family-owned welding and metal working product companies. Forney is celebrating its 90th anniversary, and introduced the first publicly available arc welder in the 1940's. With such a longstanding history, it's safe to say that Forney Industries has been there for welders and metalworkers since the beginning of the trade. Headquartered in Fort Collins, Colorado, the company now offers more than 5,000 products for the automotive, hardware, farm and ranch, and do it yourself markets. Distributing products to all 50 states, Forney has an extensive customer network, and is committed to providing the highest standard products and customer service possible. Forney offers benefits including 401K and Profit Sharing. Medical, Dental, Vision, Life, and Pet insurance. Flex spending accounts as well as other optional plans.

Hourly rate: $53,000.00-$56,000.00

Reporting directly to the Marketing Director, the Digital Marketing Specialist will be responsible for coordinating all digital marketing assets and campaigns, working closely with the sales field and product line team to coordinate digital campaign efforts, email marketing, social media content and website updates. This position maintains key digital marketing platforms including but not limited to: Hootsuite, Google, WordPress, NetSuite SuiteCommerce, Mail Chimp, Facebook, Twitter, LinkedIn, TikTok, Pinterest, YouTube, and Instagram. Graphic design skills will be required to create content as necessary for digital platforms. The Digital Marketing Specialist's duties include analyzing incoming data and identifying key data points and trends as well as reporting insights as necessary. This position may also perform short video and/or video editing as needed for the corporate websites and social media. The individual has a good understanding of our commercial and consumer workflows to anticipate potential conflicts. This individual will be the lead graphic and asset coordinator for all Forney Industries' web sites and social sites, working closely with both internal and external content support associates. Must thrive as a team player on collaborative efforts, manage multiple projects, and work well in a deadline driven environment.



Digital Strategy:

Develop and execute strategies and implement relevant, useful digital content and campaigns for target audiences and customers.

Maintain/update marketing content on the company's websites - and (Experience with SuiteCommerce and/or html is a plus.)

Maintain the company's email list.

Develop social media strategy to align with brand objectives.

Research, recommend and implement social advertising initiatives.

Develop strategies based on standard practices and digital trends, taking into consideration budget constraints, product line changes, and target audience behavior. Stay current with knowledge of SEM tactics, standards, and platforms. Work closely with Product Line Team.

Work with Forney consulting team and PR to build the brand and community.

Email/Web Coordination

Maintain marketing content and creative assets on the company's websites - and

Execute acquisition and retention email communications to successfully grow the email-marketing channel.

Leverage email marketing tools to develop transactional, promotional, and informational content strategies to maximize customer engagement.

Optimize campaign performance through testing and segmentation. Support all digital content by developing copy that works effectively for SEO purposes.

Review and analyze tracking tools.

Report progress weekly, monthly, quarterly, and insights as necessary/requested.

Digital Creative

Create graphics & content for digital campaigns. Oversee look & feel of all digital platforms and maintain corporate brand standards throughout.

Create and execute strategies to expand Forney's presence/engagement on social media platforms and websites.

Develop and design HTML email campaigns.

Social Media Coordination

Develop and maintain digital messaging calendars including social media, website and email content.

Manage day to day operations of primary social media platforms (Facebook, LinkedIn, Twitter, YouTube, Instagram and Pinterest). Stay current on social media trends, standards, and target audience behavior.

Monitor brand health through social channels.

Video/Photography Coordination

Proficient with DSLR/Camcorder and photo studio equipment and photo/Video editing software, including but not limited to, Adobe Premiere Pro, Adobe After Effects, Lightroom.

Working knowledge of photo/video editing including cropping, masking, color correcting

Understanding of digital image/video formatting and codec's

Organized, detailed and able to interpret instructions accurately.

Work within budget


Bachelor's degree in Marketing, Public Relations, Web Design, or similar field. Minimum of 2 years working experience in public relations/social media or marketing in a consumer products goods industry preferred.

Proficient in the following platforms:

Adobe Creative Cloud: Photoshop, InDesign, Illustrator, Dreamweaver, Bridge, Acrobat

Microsoft Office: Word, Excel, PowerPoint

Facebook, Twitter, YouTube, LinkedIn

Familiarity with the following platforms is a plus:

Suite Commerce, NetSuite, MailChimp

Pinterest, Instagram, Tik Tok

Google AdWords

HTML for website and email campaign design


•Excellent communication skills both written and oral.

•Excellent attention to detail and accuracy while taking ownership and seeing work projects through to completion.

•Be a positive contributor to the achievement of assigned departmental targets/goals.

•Ability to organize self and others while managing multiple projects in a fast-paced, deadline-driven environment.

•Strong web writing skills and knowledge of digital writing trends/SEO is necessary.

•Strong report writing skills.

•Strong social media marketing, email marketing, skills required.

•Strong creative problem-solving skills in both visual design and technical environments required.

•DSLR/video/photo equipment knowledge a plus.

•HTML5 & CSS3 skills and knowledge of Markdown is a plus.

•Knowledge of SEM practices and trends a plus.

•Knowledge of metalworking and welding is a plus.

•Able to work collaboratively and effectively with multi-functional teams and executive staff.


•Social media penetration, growth, and engagement.

•Ability to meet deadlines and execute project requirements.

•Expansion of awareness and positive engagement for Forney Industries and brands.

•Work independently on tasks and meet all deadlines and budgets.

•Other duties as assigned.


The ability to read and interpret documents such as safety rules, operating and maintenance instructions, and procedure manuals. The applicant must be able to write routine reports and correspondence, to speak effectively before a group of employees, and to coach and/or teach employees.

The applicant must have the ability to add, subtract, multiply and divide in all units of measure using whole numbers, common fractions and decimals. This person must have the ability to compute rates, ratios, and percentages and to draw and interpret bar graphs.


Ability to interpret a variety of instructions furnished in written, oral, diagram or virtual on-line classroom. Must be a self-starter and able to perform tasks without direct supervision. Demonstrate accuracy and thoroughness and monitors own work to ensure quality. Maintaining strict confidentiality at all times.


The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job.

While performing the duties of this job, the employee is frequently required to sit, talk and listen. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by the job include close vision, distance vision, color vision and peripheral vision.


To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed above are representative of the knowledge, skills and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.