DIRECTOR OF SEARCH ENGINE MARKETING
Position
You will be responsible for driving all SEM activity and optimizing performance for paid search, organic search and display advertising. Your team, comprised of both internal personnel and external agencies, will drive online traffic, leads, calls and ultimately sales, through a variety of online search campaigns. Responsibilities include managing a significant online media budget across multiple accounts, driving strategies and tactics to meet acquisition goals. The ideal candidate for this position will be data-driven, well-versed in search engine marketing, and have proven success managing others and meeting customer acquisition goals through search engine marketing.
Responsibilities
- Manage planning and execution of online search marketing programs, including strategy development, keyword research and expansion, campaign management, monitoring, reporting, analysis, optimization and budgeting
- Develop strategy and lead execution of PPC bid-management optimization, achieving superior results
- Direct the strategy and execution of SEO on-page and off-page tactics, including content and link-building
- Develop the strategy and tactics to launch and grow display advertising
- Determine key metrics for measurement and optimization
- Develop and implement tests for campaigns, keywords, copy and landing pages, and report on results
- Meet aggressive lead-generation goals at or below specific cost-per-acquisition targets
- Partner with Business Intelligence team to develop and evolve reporting dashboards, analyzing individual campaign performance and deriving actionable insight for improvement
- Identify new and emerging online advertising technology, capabilities and industry best practices to improve search program performance
- Present SEM channel strategy, plans, analysis/results and budgets to senior management
Candidate Profile
- 7+ years’ experience managing large-scale pay-per-click campaigns, SEO tactics and display advertising campaigns, with budgets exceeding $6M annually
- Experience with third-party bid management for external agencies and platforms
- AdWords Certified Professional preferred
- Deep experience executing A/B testing for ad copy and landing pages, including result analysis
- Proven success with mobile search
- Experience with online marketing tools such as Google Analytics, Google Website Optimizer, Omniture or other third-party analytics and optimization tools
- Excellent analytical, quantitative and communication skills
- Enthusiastic and passionate about search engine marketing
- Experience developing and managing an annual plan and budget
- Experience managing internal staff and external digital marketing resources
- Attention to detail, paired with strong strategic vision for optimizing campaigns and conversions
- Bachelor’s degree (MBA or MS preferred) in Marketing, Economics, or Business
