The Senior Digital Marketing Manager – Search will work closely with the VP of Digital Marketing to drive acquisition efforts through the search, social and display channels. This key position requires a successful search marketing track record, strong analytical skills and a relentless focus on continuous optimization and ROI.
As a member of the Perdoceo Corporation digital marketing team this position is responsible for overseeing the implementation, execution and day-to-day management of acquisition efforts by partnering closely with our outside media agency and vendors. The Sr. Manager should have a combination of advertising, content and analytics skills in order to fuel efficient demand-gen performance while reaching strict monthly business goals across multiple organizations. The Sr. Manager plays an integral role across the organization and builds relationships with internal teams; including Brand, Content, Compliance and Information Technology teams.
Duties & Responsibilities
Paid Search
- Working closely with agency and vendor partners on the creation, management, and optimization of the paid search portfolio; collaborate with agency on budgets, media mix and performance forecasting.
- Continuously test ad text, creative and landing pages across multiple formats and platforms to maximize/influence outcomes and conversion.
- Define KPIs across the funnel; utilize appropriate metrics to measure success and provide feedback to key stakeholders. Make recommendations to improve existing campaigns and explore new strategies to create new campaigns.
- Analyze campaigns using large amounts of data; identify trends, opportunities and issues, in order to quickly drive changes and enhancements.
- Partner with analytics team to understand overall acquisition, retention and lifetime value across all segments; develop clear strategies aligned to insights and opportunities.
- Harness internal data as well as 1st and 3rd party targeting options available on various platforms to identify and hone in on key consumer segments.
- Stay abreast of the digital marketing landscape; research and communicate important industry trends, alpha/beta opportunities, platform and algorithm updates.
Display/Social
- Lead paid social and display marketing strategies from conception to execution, optimization and post campaign analysis.
- Plan and manage large scale campaigns on social and display platforms (Facebook, Instagram, DBM, YouTube, LinkedIn, etc.) working within the native tools on each platform to execute and optimize campaigns.
- Create and refine audience segments for campaigns based on the evaluation of key metrics including: impressions, conversion and retention; identify new media placements for testing and targeting.
- Collaborate with both the content team and agency partners to identify creative needs across each school.
Organic Search (SEO)
- Conduct keyword research and keyword hierarchy development to grow domain/page authority.
- Develop keyword targeting, keyword density, landing page optimization, meta and crosslinking. Research keywords to define website content plan.
- Measure rankings and retool tactics based on an array of reporting tools. Continually report to the organization on website search performance including the effect on KPIs; including Ranking, Traffic, CTR, Conversion, and CPA.
- Monitor overall site and page health to enhance underlying code base in order to increase index-ability of website. Identify and manage crawl errors, sitemaps, site speed issues, and any other technical issue that can affect the website.
Required Qualifications:
- Bachelor’s degree in business, marketing, information technology or relevant degree.
- Minimum 6 years of search or performance based marketing experience; agency experience a plus.
- Superior organizational skills to establish/maintain productive cross-functional relationships in a collaborative team-based environment.
- Excellent written and verbal communication skills (including presentation and facilitation)
- Ability to work in a fast-paced, results and deadline driven environment.
- Proven expert in Search Ads, Microsoft Ads, Facebook Business Manager, LinkedIn Ads and other leading advertising platforms. Familiarity with bid automation practices and tools a plus.
- Experience leading relationships with external agencies and partners.
- Experience with content management systems (CMS).
- Experience with data visualization tools. IE Tableau, Datorama, Excel, Domo.
- Experience with Tag Management, Ad Serving/pixel technology.
- Experience with Google Analytics, Google Search Console, Lighthouse and Page Speed Insights.
