Working closely with digital marketing managers, the Digital Marketing Specialist will be responsible for providing analytical, planning, and executional support for paid search, natural search, and other digital marketing campaigns. This role will contribute analysis, insights, and recommendations to support overall business objectives of new customer acquisition and revenue growth. Additional activities include auditing campaigns to assure a high level of customer experience, benchmarking competitor activity, and communicating campaign results to business stakeholders.Perform in-depth campaign analysis and communicate recommendations to improve click-thru, conversion, and revenue
Primary Duties and Responsibilities
Benchmark and monitor keyword performance for both paid and natural search campaigns
Perform keyword research for priority growth categories
Monitor and audit campaigns to facilitate accurate tracking and reporting
Conduct quality assurance on existing campaigns to ensure campaigns are delivering the most accurate and correct information to customers
Utilize web analytics to evaluate performance trends and provide recommendations to optimize conversion
Benchmark, monitor, and provide insights into competitive activity
Assist with updating planning materials including briefs, roadmaps, and marketing calendars
A bachelors degree is required, with preferred majors in marketing, advertising, economics, or a similar quantitative discipline.
Prior interactive marketing experience is required, with two (2) to five (5) years of experience preferred in PPC marketing including traditional paid search (PPC), natural search / SEO (Search engine optimization), product listing ads (PLA?s), comparison shopping engines, or display advertising.
Experience performing keyword research and providing recommendations for on-site SEO content such as title tags, meta descriptions, search friendly URLs, H1 tags is a key skill.
Strong analytical skills and a high comfort level manipulating data to identify key trends and to recommend campaign actions to grow acquisition and revenue.
An understanding of KPIs (Key Performance Indicators) of PPC marketing including impressions, clicks, click-thru-rate, conversion rate, cost-per-click, etc. Familiar with campaign tactics for bidding, ad copy, landing page selection, etc. to optimize return and maximize conversion performance.
Proactive and self-motivated work ethic with proven ability to manage multiple projects and changing priorities. Able to work independently to deliver projects on-time and accurately.
Strong and effective communication (both written & oral) and interpersonal skills.
Advanced software skills in Microsoft Office, web analytics tools such as CoreMetrics, Adobe Omniture Site Catalyst or Google Analytics; competitive benchmarking tools; SEO monitoring tools such as SEOMoz, Raven, Majestic SEO, and / or campaign management tools such as Marin, Kenshoo, Google AdWords, etc..
Experience with Adobe Omniture Site Catalyst is strongly preferred.