Responsible for driving search and performance based marketing initiatives. Oversees search and pay-per-click (PPC) programs that drive new to brand engagement and business.
Define and manage paid search programs to maximize effectiveness of keyword acquisitions, audience management, analysis and optimization.
Analyze weekly performance report based on KPIs to identify areas of opportunity for program optimization.
Define programmatic media audience segments, keyword targets and optimizations based on view and click conversions.
Maximize FB Mobile lead gen campaigns and bid optimizations; partner with organic social team to create paid UGC focused ad campaigns.
Develop and organic search strategy that is consistent with brand objectives and best practices within the SEO industry.
Partner with content team members, Public Relations, Marketing and external partners to implement the organic search strategy.
Manage processes that maximize search lead conversion on applicable landing pages and email campaigns.
Develop campaign test plans and reports to continually improve key metrics across campaigns.
Ensure keyword strategy matches product and destination focus while efficiently driving to targeted segments.
Plan and manage quarterly paid search and PPC budgets.
Keep abreast of latest trends and emerging technologies with regards to Search Marketing, PPC & Voice.
Work with front line operations team to learn customer interactions and processes for best optimization.
Perform other job-related functions as assigned.
EDUCATION: Bachelor's Degree in Statistics, Business or Marketing; or any equivalent combination of education and or relevant experience.
EXPERIENCE: 7 years of Digital Marketing experience desired with a minimum of 3-year experience in Search Engine Marketing (SEM), Programmatic Media Buying, Paid Social Programs and Pay Per Click programs. Google AdWords Certified preferred. 1-year experience working with enterprise level SEO tools. Experience managing in-house search program with spend exceeding $500k a month. Experience with bid management solutions like Kenshoo preferred.
KNOWLEDGE & SKILLS: Highly motivated self-starter. Possess strong quantitative and qualitative analytical skills with proven ability to translate analysis into actionable and valuable insights. Strong attention to detail along with solid verbal and written communication skills. Possess proven ability to work with cross-functional teams. Understands how search and performance based media search fits into the overall marketing mix (digital and traditional). Advanced Microsoft Word, Excel, and PowerPoint skills.