Job Title: Search Optimization Marketing Specialist
Job ID: 06406
Division: Marketing
Work Location(s): United States-Wisconsin-Madison
Full/Part Time: Full-Time
Position Objective
This position is responsible for supporting search marketing activities that align to branding strategies and product marketing. Plans and executes organic, local, mobile, site and search programs that increase the visibility of our digital properties. Identifies cost efficiencies by analyzing the performance of all search programs and their impact to sales and service conversions and online transactions.
Primary Accountabilities
- Search Marketing Strategy Management (30%)
- Researches, analyzes and develops keywords lists and recommends lists to improve search campaigns` performance.
- Conduct keyword and segmentation analysis as needed.
- Proposes test opportunities based on analysis and business goals.
- Develops and maintains search campaigns across all Search Engines.
- Ensures return on investments for content marketing efforts.
- Optimizes and maintains key performance indicators (KPI`s) such as Click Through Rate, Impression Share and Quality Score. Interprets data and makes decisions on adjustments such as bid price, ad copy, landing pages and destination strategies to achieve business goals.
- Researches search engine marketing (SEM)/ search engine optimization (SEO) business interest and competitor rankings, positions and other relevant information. Creates recommendations such as type of content and ways to optimize to gain higher rankings.
- Acts as an internal expert to help inform internal stakeholders on website structure, best practices, management of metadata, conversion rates and click through rates. Brings forth where we have opportunities and what we need to consider.
- Develops and executes SEM strategy in support of the critical goal of converting an engaged visitor into a prospect/customer.
- Collaborates with Digital Marketing to integrate results of search results performance for all assigned digital properties.
- Coordinates with internal and external business partners to ensure that all search tactics are in line with metrics identified.
- Search Driven Traffic and Campaign Analysis (20%)
- Identifies and monitors visitor patterns, trends and opportunities on corporate site and network of sites.
- Collaborates with members of the cross-departmental search team in support of multiple search marketing programs.
- Coordinates search marketing campaign metrics to assess impacts to sales and service offerings.
- Performs ad copy optimization including analysis of ad performance, elimination of under-performing ads, and creation of new ads to improve consumer engagement and click-through rate.
- Sales Metrics and Competitive Digital Analysis (15%)
- Identifies lead and sales metrics with the cooperation of key stakeholders in marketing, operations and the field. Integrate collection and reporting of key lead and sales metrics to demonstrate the impact of SEM.
- Evaluates metrics to align with sales forecasting. Ensures consistency and integration of the data warehouse environment and digital application systems.
- Works with current digital sales team to develop, implement, and maintain appropriate technology, processes, and systems to support digital metrics.
- Maintains knowledge of SEM industry trends and search engine changes. Maintains a thorough knowledge of top innovations in industry.
- Benchmarks the digital KPIs against industry.
- Collaborates with Consumer and Marketing Research to identify competitor offerings and digital lift.
- Compares our competitor metrics to assigned brands and suggests opportunities for improvement.
- Identifies opportunities to enhance company presence within the digital marketplace based upon industry metric trends.
- Assesses metrics across digital platforms to leverage American Family`s content offerings and initiate the creation of new content to capitalize on competitor`s missed opportunities.
- Relationship Management (15%)
- Collaborates with Digital Experience Administrators and share expertize on platforms used. Researches, recommends and implements optimizations to improve organic search rankings for new and existing content with the goal of improved customer experience and increased revenue.
- Acts as lead consultant and point of contact for Pay-Per-Click and Search Engine Optimization vendors.
- Coordinates implementation of Search Engine Optimization tactics with Web Experience and Social network teams within Digital Marketing.
- Develops strong partnerships for leveraging organizational resources in the development and roll-out of leadership immersion programs.
- Cultivates relationships at all levels of organizational leadership to enhance visibility of leadership immersion programs and the effectiveness of such opportunities.
- Collaborates with Digital Marketing department staff to ensure that all leadership learning address business partner and organizational needs.
- Provides vision and creativity using business, financial and technology expertise to drive the development of new and enhanced programs and processes.
- Configure, Administer and Manage SEM Technology Solutions (10%)
- Consults with appropriate stakeholders in marketing, operations and the field to configure and create appropriate performance reports.
- Configures, coordinates and executes testing strategies for marketing and customer experience tactics that will provide the highest conversion rate, customer satisfaction and return on investment.
- Manages technical solutions that support SEM program and goals.
Job Competencies
- Achieve Results
- Be Accountable
- Maximize Customer Experience
- Analytical Thinking
- Continuous Improvement
- Initiative
- Problem Solving
- Quantitative Analysis
Specialized Knowledge and Skills Requirements
- Basic knowledge and understanding of attribution modeling.
- Demonstrated experience facilitating a SEM program roll out.
- Demonstrated experience using SEM/SEO tools (such as Searchlight, Kenshoo, Google SiteSearch)
- Experience working with a paid search bidding-and-optimization platforms.
- Solid knowledge and understanding of digital marketing tools and techniques
Travel Requirements
- This position requires travel up to 25% of the time.
Company Information
- We offer a comprehensive benefits package that includes health, life and dental insurance, a 401(K) plan, paid holidays, vacation and sick leave and the opportunity for career development. If you would like to put your career in motion apply online today!
- A career move to join American Family Insurance may also mean a physical move for you. If you are selected for an interview, information will be provided on the level of relocation assistance available during the interview.
- Offer to selected candidate will be made contingent on the results of background checks.
CB1
GIJ
Please review the job requirements.
Job ID: 06406
Division: Marketing
Work Location(s): United States-Wisconsin-Madison
Full/Part Time: Full-Time
Position Objective
This position is responsible for supporting search marketing activities that align to branding strategies and product marketing. Plans and executes organic, local, mobile, site and search programs that increase the visibility of our digital properties. Identifies cost efficiencies by analyzing the performance of all search programs and their impact to sales and service conversions and online transactions.
Primary Accountabilities
- Search Marketing Strategy Management (30%)
- Researches, analyzes and develops keywords lists and recommends lists to improve search campaigns` performance.
- Conduct keyword and segmentation analysis as needed.
- Proposes test opportunities based on analysis and business goals.
- Develops and maintains search campaigns across all Search Engines.
- Ensures return on investments for content marketing efforts.
- Optimizes and maintains key performance indicators (KPI`s) such as Click Through Rate, Impression Share and Quality Score. Interprets data and makes decisions on adjustments such as bid price, ad copy, landing pages and destination strategies to achieve business goals.
- Researches search engine marketing (SEM)/ search engine optimization (SEO) business interest and competitor rankings, positions and other relevant information. Creates recommendations such as type of content and ways to optimize to gain higher rankings.
- Acts as an internal expert to help inform internal stakeholders on website structure, best practices, management of metadata, conversion rates and click through rates. Brings forth where we have opportunities and what we need to consider.
- Develops and executes SEM strategy in support of the critical goal of converting an engaged visitor into a prospect/customer.
- Collaborates with Digital Marketing to integrate results of search results performance for all assigned digital properties.
- Coordinates with internal and external business partners to ensure that all search tactics are in line with metrics identified.
- Search Driven Traffic and Campaign Analysis (20%)
- Identifies and monitors visitor patterns, trends and opportunities on corporate site and network of sites.
- Collaborates with members of the cross-departmental search team in support of multiple search marketing programs.
- Coordinates search marketing campaign metrics to assess impacts to sales and service offerings.
- Performs ad copy optimization including analysis of ad performance, elimination of under-performing ads, and creation of new ads to improve consumer engagement and click-through rate.
- Sales Metrics and Competitive Digital Analysis (15%)
- Identifies lead and sales metrics with the cooperation of key stakeholders in marketing, operations and the field. Integrate collection and reporting of key lead and sales metrics to demonstrate the impact of SEM.
- Evaluates metrics to align with sales forecasting. Ensures consistency and integration of the data warehouse environment and digital application systems.
- Works with current digital sales team to develop, implement, and maintain appropriate technology, processes, and systems to support digital metrics.
- Maintains knowledge of SEM industry trends and search engine changes. Maintains a thorough knowledge of top innovations in industry.
- Benchmarks the digital KPIs against industry.
- Collaborates with Consumer and Marketing Research to identify competitor offerings and digital lift.
- Compares our competitor metrics to assigned brands and suggests opportunities for improvement.
- Identifies opportunities to enhance company presence within the digital marketplace based upon industry metric trends.
- Assesses metrics across digital platforms to leverage American Family`s content offerings and initiate the creation of new content to capitalize on competitor`s missed opportunities.
- Relationship Management (15%)
- Collaborates with Digital Experience Administrators and share expertize on platforms used. Researches, recommends and implements optimizations to improve organic search rankings for new and existing content with the goal of improved customer experience and increased revenue.
- Acts as lead consultant and point of contact for Pay-Per-Click and Search Engine Optimization vendors.
- Coordinates implementation of Search Engine Optimization tactics with Web Experience and Social network teams within Digital Marketing.
- Develops strong partnerships for leveraging organizational resources in the development and roll-out of leadership immersion programs.
- Cultivates relationships at all levels of organizational leadership to enhance visibility of leadership immersion programs and the effectiveness of such opportunities.
- Collaborates with Digital Marketing department staff to ensure that all leadership learning address business partner and organizational needs.
- Provides vision and creativity using business, financial and technology expertise to drive the development of new and enhanced programs and processes.
- Configure, Administer and Manage SEM Technology Solutions (10%)
- Consults with appropriate stakeholders in marketing, operations and the field to configure and create appropriate performance reports.
- Configures, coordinates and executes testing strategies for marketing and customer experience tactics that will provide the highest conversion rate, customer satisfaction and return on investment.
- Manages technical solutions that support SEM program and goals.
Job Competencies
- Achieve Results
- Be Accountable
- Maximize Customer Experience
- Analytical Thinking
- Continuous Improvement
- Initiative
- Problem Solving
- Quantitative Analysis
Specialized Knowledge and Skills Requirements
- Basic knowledge and understanding of attribution modeling.
- Demonstrated experience facilitating a SEM program roll out.
- Demonstrated experience using SEM/SEO tools (such as Searchlight, Kenshoo, Google SiteSearch)
- Experience working with a paid search bidding-and-optimization platforms.
- Solid knowledge and understanding of digital marketing tools and techniques
Travel Requirements
- This position requires travel up to 25% of the time.
Company Information
- We offer a comprehensive benefits package that includes health, life and dental insurance, a 401(K) plan, paid holidays, vacation and sick leave and the opportunity for career development. If you would like to put your career in motion apply online today!
- A career move to join American Family Insurance may also mean a physical move for you. If you are selected for an interview, information will be provided on the level of relocation assistance available during the interview.
- Offer to selected candidate will be made contingent on the results of background checks.
CB1
GIJ
Please review the job requirements.