Job Description
Responsibilities:
– Lead strategy of outside agency to drive sales strategy through development of campaign segments, bid strategies and conversion optimizations.
– Uphold the Brand, product, and legal guidelines across ad copy, landing pages, Buyflows, and call centers.
– Educate agency on new promotions and product developments; lead projects to bring these developments to market.
– Coordinate the execution of new landing pages, leveraging best practices in desktop, mobile and tablet. Additionally, optimize existing landing pages in market to increase conversion KPIs.
– Analyze individual campaign performance to derive actionable insights to improve performance on conversion rates – then own the execution of these new ideas, start to finish, with feedback from agency/peers/ manager /executives.
– Produce post-campaign reports and analysis, including recommendations for improvement and expansion. Be able to present results at cross-functional meetings.
– Coordinate Search channel’s day-to-day trafficking, test execution, optimization and troubleshooting to ensure all conversions are tracked.
– Build relationships with our key publishers and marketing technology partners.
Qualifications:
– 3 + years of direct experience managing search engine marketing programs with a proven track record of driving sales :
– Setup, monitoring, reporting, analysis, optimization, budget pacing and forecasting
– Keyword research and expansion, competitive benchmarking, audience targeting and strategic portfolio insights.
– An in-depth understanding of key industry metrics and the ability to recognize how they drive the business (e.g. CPC, CTR, CPA, CVR and Quality Score).
– Ability to analyze and interpret data to make recommendations based on analysis and expertise.
– Experience with managing external agencies or vendors.
– Direct experience in search and ad trafficking, ad operations, and pixel management.
– Tech savvy and experienced in using paid search online tracking and management tools (e.g. Adwords, DoubleClick Search, Microsoft Bing Ads, Yahoo! Gemini, and other SEM tools).
– Knowledgeable about current marketing trends, advertising tactics, and CPA business models.
– Prior experience working with a department budget and managing expenditures.
– Familiarity with Online Analytics platforms, preferably Adobe Omniture
– Ability to collaborate with peers, vendors, and external agencies.
– Ability to make decisions and solve problems while working under pressure.
– Strong, clear and straightforward analytical, verbal and written communication and presentation skills.
– Ability to communicate with all levels of management and company personnel.
– Meticulous attention to detail with the ability to think strategically.
– Advanced knowledge of Excel (pivot table, V-looks ups)
– Ability to maintain confidentiality.