Digital Marketing Analyst - Paid Search

Santa Fe Springs, CA

Posted: 05/30/2019 Job Number: 12818577
Multi-channel retailer seeks a Digital Marketing Analyst, Paid Search to be responsible for managing the development and execution of the paid search, display, and retargeting strategy including establishing best practices, launching and optimizing campaigns, driving traffic and sales, and implementing a holistic strategy. This position will execute on all paid search, display and retargeting deliverables including strategic planning, competitive analysis, platform/tools, launch, management and optimization of campaigns, and reporting.

Responsibilities:
  • Paid Search Analyst should have advanced knowledge of best practices, campaign management, optimization, and analysis in an E-commerce setting with a proven track record of success:
  • Knowledge of industry trends, news, best practices, methodologies, software/tools/ technologies, and algorithm changes specific to paid search, display, and retargeting, and their impact on other programs
  • Execute day to day management of paid search, display and retargeting programs
  • Conduct and review campaigns audits to determine areas of weakness and opportunity
  • Implement and manage tools and platforms critical to optimizing and driving performance:
    • Management of 3rd party and search tools (Google Analytics, Ads, Search Console, Criteo etc...)
  • Execute actionable management and optimizations that integrates daily tasks with identification of ongoing opportunities:
    • Develop Google & Bing paid search and display campaigns encompassing account structure optimization, keyword targeting, ad copy, bidding, and optimization test.
    • Campaign optimization; set negative keyword lists, optimize bidding strategies (campaign, devices and formats ad set, device, location, etc...) revise copy based on top performing variations, run a/b tests, and campaigns mapping for all keywords to ads
    • Daily monitoring of account and campaign performance, troubleshooting issues and identifying new opportunities
    • Perform audience research to develop new campaign ideas for search, display and retargeting as well as contextual channels
    • Test creative and execute a/b and multivariate tests
    • Analyze key performance data (top of funnel to bottom) to analyze and optimize the volume, behavior and cost efficiency of individual campaigns and channels
    • Provide regular keyword and campaign research, content gap analysis, landing page audits analysis on campaigns and website with documentation to ensure campaigns expansion, coverage on all products, and landing page optimizations
    • Manage seasonal updates
  • Create reporting to measure campaign performance and the outcome of optimization efforts over time, that produces actionable identification of additional optimizations opportunities from initial benchmarking to measure progress against established KPI's
  • Collaborate with Creative team to develop innovative and high-performing assets across all display and retargeting campaigns
  • Local campaign development:
  • Knowledge of local specific paid search, display and retargeting best practices
  • Experience with local campaigns keywords, geographic targeting, and in-store attribution
  • Management of E-commerce search, display and retargeting analytics platforms for reporting, and optimizations including:
  • Tag management solutions (Google Tag Manager, Tealium, etc...)
  • Enterprise-level reporting platforms and diagnostic tools (Google & Bing Ads, Google Analytics, Search Console, SEMRush, Kenshoo, QuanticMind, Criteo, etc...)
  • Participate in strategic planning and team collaboration meetings to provide insights and guidance as needed to achieve paid search, display, and retargeting success
  • Work directly with Digital Marketing Manager, Search to plan and execute Paid Search strategy

Qualifications and Requirements:
  • Minimum of 4 years of digital marketing or paid search, display, and retargeting experience in search best practices, implementation, management, optimization & analysis in an E-commerce setting with a proven track record of success
  • Strong passion for creativity, digital marketing, specifically in paid search
  • Analytical, problem-solving mindset
  • Knowledge and experience of E-commerce and search and retargeting platforms
  • Ability to drive and manage projects from inception to completion
  • Thoughtful approach, Detail-oriented; organization skills and ability to work effectively and multi-task
  • Possesses strong business writing skills and able to produce high quality documents
  • Advanced knowledge in Excel and PowerPoint required
  • Retail E-commerce experience is required:
  • Fashion and apparel are preferred

Rachel Wasserman
Vice President of Marketing Recruitment

Executive recruiting in the marketing industry since 1999, Rachel specializes in the recruitment of direct/database/digital/analytical/CRM/e-commerce marketing professionals nationwide. In her previous role as managing director, Rachel built a team of three recruiters to meet the demands of her thriving clientele. Rachel has placed hundreds of marketing professionals across the country in major corporations, retailers, e-tailers, agencies, suppliers, consulting firms and startup companies, ranging from C-Level to individual contributors. Rachel has also worked in marketing management account services at UPSHOT (clients included: Coca-Cola Brands, Jim Beam Brands, Procter & Gamble and Sony Electronics) and BBDO Atlanta (client: Delta Airlines). Rachel holds a B.A. in journalism from The Ohio State University.

  • Fun facts: Loves to travel, hike and proud mom of two! 
  • Won my honeymoon to French Polynesia
  • Backpacked through Europe for seven weeks
  • Visited 20 countries so far…
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