Trail Life Usa

National Digital Marketing and CRM Coordinator

JOB SUMMARY                            
       
                   

As National Digital Marketing and CRM Coordinator, you’ll play a critical role in telling Trail Life’s story across platforms. You will support branding, engagement, and digital growth through social media, email marketing, paid media, content design, and website management. You will drive data informed decision making through CRM management and performance. You will collaborate cross-functionally with store, creative, and communication teams to create compelling digital experiences that grow membership, strengthen donor engagement, and inspire new Troops to launch.

Ideal candidates will have a heart for discipleship, enjoy creative collaboration, and thrive in a fast-paced, mission-focused environment.

ABOUT TRAIL LIFE USA

Trail Life USA is a Not-for-profit, Church-Based, Christ-Centered, Boy-Focused mentoring and discipleship journey that speaks to the heart of a boy. Established on timeless values derived from the Bible and set in the context of outdoor adventure, boys from Kindergarten through 12th grade are engaged in a Troop setting by male mentors where they are challenged to grow in character, understand their purpose, serve their community, and develop practical leadership skills to carry out the mission for which they were created. Our Mission is to guide generations of courageous young men to honor God, lead with integrity, serve others, and experience outdoor adventure. Our vision is to be the premier national character development organization for young men which produces godly and responsible husbands, fathers, and citizens. Our core values are:

• Mission-focused-We believe a heart for the mission is as critical as skill-set. An appreciation for the impact that advancing biblical masculinity can have on families and our society, as well as the role it can play in the kingdom of God, is essential.

• Collaborative-We believe that, while collaboration may not be the most efficient way to work, it is the most effective. Spending time together enables us to utilize complementary gifts to achieve great results.

• Overcomers-Trail Life USA staff is committed to overcoming. Challenges are seen as opportunities, not obstacles. We believe that God provides everything we need to accomplish what He desires.

• Truthful in love-We believe speaking the truth in love, even if it is awkward, is a necessary step in building trust and respect (Ephesians 4:15-16). This habit, when practiced to benefit another, the ministry, or a process, is appropriate, no matter the role.

JOB LOCATION

This position is based at the Trail Life USA Home Office in Belton, South Carolina. Remote work is possible, with occasional in-office responsibilities, as agreed upon through a Letter of Employment or mutual agreement.

ESSENTIAL FUNCTIONS/TYPICAL TASKS

Social Media & Content Strategy

Support Trail Life’s brand voice and mission by developing organic social strategies that drive engagement and community storytelling.

• Build and manage a comprehensive content calendar for social platforms.
• Create and schedule posts across Facebook, Instagram, YouTube, LinkedIn, and others.
• Monitor trends and identify user-generated content and Troop success stories.
• Manage and optimize paid social media advertising.
• Track KPIs using HubSpot, Google Analytics, and UTM tracking.
• Collaborate to align messaging across platforms.

Digital Advertising & Paid Media

Expand Trail Life’s digital reach through targeted advertising campaigns designed to grow awareness, drive conversions, and fuel ministry impact.

• Develop, manage, and optimize digital advertising campaigns across Google Search, YouTube, Display, and social media.
• Conduct keyword research and implement targeting strategies for Google Ads.
• Develop video and visual ad assets with the Creative team.
• Monitor campaign performance: CPC, CPV, CTR, ROAS, and conversions.
• Use A/B testing to improve messaging and creative effectiveness.
• Stay updated on paid media trends and recommend innovative tactics.
• Integrate ad campaigns into broader campaign strategy for unified messaging and ROI.

Content & Branding

Create content that reinforces Trail Life’s message, fuels engagement, and communicates impact.

• Assist in content ideation for blog and video based on performance data and trends.
• Work with Creative and Communications teams to develop cross-platform content.

Web & Digital Media

Maintain and enhance Trail Life’s digital presence across websites and visual assets.

• Update and manage website content using HTML/CSS and CMS platforms.
• Build and optimize landing pages for events and campaigns.
• Organize and maintain the internal image library and digital asset folders.
• Provide fast-turnaround graphics and layouts for internal stakeholders under the guidance of the Director of Marketing.

COMPETENCIES

• Strong understanding of social media platforms and scheduling tools
• Experience running paid media campaigns (Google Ads, YouTube, Meta)
• Familiarity with CMS platforms such as HubSpot, WordPress, or similar
• Skilled in using analytics platforms (Google Analytics, HubSpot, Meta dashboards)
• Highly organized, self-motivated, and able to manage multiple projects
• Analytical thinker with a passion for problem-solving and optimization
• Basic HTML/CSS knowledge (Preferred)
• Understanding of ecommerce and product marketing strategy (Preferred)

EDUCATION AND EXPERIENCE

Bachelor’s degree in Marketing, Digital Marketing, Communications, or a related field (preferred)

SPECIAL REQUIREMENTS

Membership in Trail Life USA, subscription to and constant adherence to the Trail Life USA

Statements of Faith and Values, agreement and adherence to the Trail Life Code of

Conduct, and agreement and adherence to the Employee Handbook.