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Manager, Search Marketing
New York & Company
New York, NY, United States
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REPORTS TO:
Sr. Director, Digital Marketing
BUSINESS/LOCATION:
New York & Company – E-Commerce
OVERVIEW:
The SEM/SEO Manager is a hands-on owner and manager of paid search marketing (SEM) efforts and organic search engine optimization (SEO) efforts. S/he will be responsible for managing our agency partners, researching, setting, and executing strategy for search engines. This role fills a critical function within a growing digital marketing team and will be responsible for full program P&L.
RESPONSIBILITIES:
• Manage daily execution and optimization of paid search campaigns including bid management, budget allocation, performance monitoring, keyword expansion, ad copy development and testing, engine beta testing, etc.
• Partner closely with SEM agency to ensure success of executions, programs, and identify and develop creative strategies to further enhance conversion and drive revenue on a mature paid search campaign.
• Develop effective keyword management and execute strategies.
• Conduct measurable A/B tests on ad copy/landing pages with the goal of increasing conversion.
• Track, measure, report, and analyze for further optimization of all initiatives and generation of new ideas.
• Maintain relationships with search engines to test new-to-market offerings.
• Analyze the blended reporting of SEM/SEO to drive the business and use to optimize programs.
• Understand and communicate SEM industry best practices and new advancements and present recommendations for updated, effective strategies.
• Monitor PPC trends, best practices and techniques to ensure correct account spend/growth, identify new opportunities
• Develop and execute internal and external linking strategies.
• Be able to clearly communicate technical requirements to both developer and non-technical stakeholders
• Review and support link acquisition strategy
• Analyze and monitor competitor sites and competitor practices in SEM and SEO
Required Experience:
QUALIFICATIONS:
• Minimum 3 years experience in SEO/SEM
• Fluency in Excel and Adwords Editor; proficiency in keyword research, Google Analytics or Adobe/Omniture
• Minimum 2 years of relevant work experience with Google Paid Search, Google Display Advertising
• Ability to collect data, analyze trends, identify strategic recommendations and present them in an logical manner
• Excellent written and verbal communication skills (ability to synthesize, organize and present data) for interacting with internal clients of all levels and functions
• Content marketing or /SEO content creation and optimization experience
• Understanding of and proven interest in the publishing industry and changes in the marketplace
• An innovative, positive, and self-directed attitude
• Organized, self-motivated, hardworking, dedicated, with a strong sense of accountability
• Management of SEM channel with $10m+ in revenue per year