Search Engine Marketing Strategist - 21590

The SEM Strategist shares in the success of the Marketing and Sales verticals they support. You work with the Integrated Marketing Managers, Marketing Analytics, and Digital Marketing Teams to develop the strategy for SEM as a channel to drive results for the business. You are tightly aligned with the team on priorities, communicate exceptionally well on campaign and program status, and manage the SEM vendor who executes the tactics of bid strategy and ad campaigns. You work with the vendor on dashboards and reporting in order to closely monitor KPIs and lead optimization efforts for the paid ad channel. You can quickly identify when something isn''t working as expected and can help the vendor pivot quickly. You report out regularly to the broader team on campaign metrics and trends against industry benchmarks and ultimately the campaign ROI. You are empowered to innovate through collaborative problem solving and process improvement. You work closely with the IMMs and ultimately deliver on our commitment to be great partners with Sales and support their goals.You''ll be responsible for initiating, creating, and directing execution of cross-channel digital marketing campaigns and the role that SEM should play in the digital channel mix across diverse segments (audiences) and specific content and campaign types: promoting solutions, case-studies, webinars, and lead generating content. Some experience with other channels is needed: email marketing, organic and digital advertising, social media, SEO, in-app promotions via Pendo, and other digital channels as determined. You''re an expert in SEM, keyword research, retargeting, and marketing automation via tags and UTM parameters and digital marketing best practices. With a regular cadence, you will project and report KPIs for the SEM channel and the contribution this channel is making to the overall campaign. You will be responsible for managing the budget for paid media and planning campaigns with the integrated marketing partner declaring the prioritization of spend across the segments and unique audiences based on data analysis and what''s showing a successful ROI. One aspect of SEM is ultimately delivering HQL (High Qualified Leads) through the SEM channel to sales. Responsibilities:Participate in team meetings and prioritization efforts across segments and campaigns Oversee and manage vendor executing SEM campaigns as part of multi-touch and channel strategy Work with integrated marketing to define plans to drive lead-generating traffic to the website and landing pages Develop, evaluate and oversee the implementation of A/B testing for the SEM channel Drive innovative digital marketing strategies by applying testing learnings Brainstorm with other channel owners to recommend innovative solutions for campaigns across the various channels Partner with team members and channel specialists to optimize marketing results. Leverage data and analysis to understand the contribution of each channel Strong understanding of digital marketing metrics across various digital channels Experience with SEO best practices and strategies and how they complement paid search initiatives Familiar with SEO marketing activities such as link building, keyword strategy, etc. and how to couple with paid ads to increase rankings on major search networks Work with and educate the Digital Marketing Team and Integrated Marketing Manager(s) on bidding, keyword strategy and SEM best practices to apply in overall marketing campaigns, landing pages, etc. where applicable Track, analyze, and report website analytics to measure impact of PPC initiatives and campaignsRequirements: Knowledge of digital marketing execution and strong experience with one or more of the following: email marketing, SEO, advertising, in product marketing, etc. Knowledge of marketing automation platforms (Pardot), CRM (Salesforce), and ABM tools (6sense), Google Adwords, Bing Ads Strong quantitative skills and proven budget management expertise Experience in referral and backlinking strategy / programs, and retargeting strategy Vendor management experience Strong team orientation Exceptional communication skills, expectation setting, and follow through Proven SEM or social paid advertising experience BA, BS in marketing or related field Tool proficiency: GA, Data Studio, SEMrush, Optmyzr, Wordstream

Created: 2021-11-29