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Mgr., Digital Marketing
Spectrum
Stamford, CT, United States
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Mgr., Digital Marketing - Search Engine Marketing
JOB SUMMARY
The Manager of Search Engine Marketing, uses tactical marketing skills to drive acquisition sales of our TV, high-speed Internet and Voice services to grow revenue. You will be responsible for directing our external digital agencies in executing marketing strategies and to promote marketing throughout the organization.
In this role you will work on cross-functional teams and build relationships with other business units. We expect you to be a fast-paced, self-motivated person who is detail oriented, delivers results with precision, and is able to keep multiple initiatives moving simultaneously.
ABOUT THE DIGITAL MARKETING TEAM
Charter’s Digital Marketing Team is fast-paced and loaded with marketing opportunities. Our goal as a team is to drive sales online through a variety of tactics and strategies. We thrive in a self-motivated environment and stay up to date with digital trends. Working with and managing multiple vendors we interweave various website and marketing projects promoting our products in fun and innovative ways. We are also the digital experts within the organization, and are continually looked to for guidance and direction in this space.
MAJOR DUTIES AND 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.
• Educates agency on new promotions and product developments; leads 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.
REQUIRED QUALIFICATIONS
Skills/Abilities and Knowledge:
• 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. Cost Per Click, Click Through Rate, Cost Per Acquisition, Conversion Rate 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 Cost Per Acquisition 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.
PREFERRED QUALIFICATIONS
• Develop new strategies for testing, bidding and targeting.
• Knowledge of cable, internet, and telecommunications products and services.
• Familiarity with Omniture, Salesforce.com or other CRM systems, and HTML knowledge
• Familiarity with extracting data from Micro Strategy, or other database systems.
Education
• Bachelor’s Degree in Business, Marketing or related discipline and/or an equivalent experience required.
Related Work Experience
• Managing Search Engine Marketing Programs; 3 years
• Managing PPC programs;3 years
• Digital Marketing experience; 3 years
WORKING CONDITIONS
• Office environment