Sr Paid Search Specialist
Top Stack - King Of Prussia, PA
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The Search Marketing Specialist will conduct both routine and in-depth analyses and provide strategic recommendations to optimize and improve our companies marketing mix. She/he will work closely with other members of the Performance Media team, the SEO/web team as well as external agencies/vendors to analyze performance of media channels inclusive of paid search, social media, programmatic display, and video and communicate results and insights to key stakeholders. The Search Marketing Specialist will be the main point of contact for our paid search program, working closely with our agency, analytics and data science teams to push the program forward with a focus on driving efficient demand. The Search Marketing Specialist will also be responsible for maintaining the integrity of performance media measurement by overseeing the processes for URL tracking parameters and pixel/tag management. Responsibilities -Performance Media Optimization Recommendations and Analysis (50%) Analyze performance of our companies robust media mix to drive new customer acquisition with a focus on efficiency. -Provide insights and optimization recommendations for paid media channels including paid search, social, display, out-of-home, digital audio, video, OTT/Connected TV and other emerging channels. Utilize tools to identify optimization opportunities and to forecast the optimal media channel and budget mix to reach or exceed target goals. -Complete ad hoc analyses as needed including but not limited to owner portfolio analyses, market specific analyses, etc. -Work with paid search agency to ensure successful execution and performance of paid search program -Work closely with MTA/MMM partner and data scientists to forecast, track performance and identify incremental spend opportunities Be an active participant in weekly web performance meetings to provide channel-specific insightsWork with Google and agency to expand the paid search program and to adopt innovations that will lead to improved performance -Work closely with SEO team to understand holistic view of search performance Tracking & Tagging Execution (10%) -Ensure consistency in execution of all UTM tracking parameters to effectively categorize and measure campaign performance -Manage tag and pixel implementation related to paid media efforts within Google Tag Manager ---Work with web development team to implement ad platform conversion APIs Reporting Projects (10%) -Serve as the lead for any additional reporting/analytics projects that may come up. Qualifications Bachelor's Degree is preferred with 5 plus years' experience working in a marketing department or a digital agency, preferably with experience in a business-to-consumer environment. Previous direct responsibility for managing paid search is a must. Required Qualifications (including Programs/systems experience) Proficiency using web analytics platforms (i.e. Adobe and/or Google Analytics) Experience using data visualization platforms (i.e. Looker, Tableau, Qlik) Skilled at leveraging analytics to inform business decisions Strong verbal and written communication skills Strong problem-solving skills Strong focus on innovation and desire to achieve constant improvement
Created: 2024-09-14