Search Engine Marketing Analyst

*Develop marketing plans and implement programs to meet web subscription objectives. Present plans and receive approval to implement SEM/O programs. Track and compile results. Present results and recommend next steps. Continually test and identify mix of marketing variables that optimize results and achieve objectives.



Develop, review, and approve both creative and effective ad copy for each SEM program at the keyword category/campaign level.



Identify, and assist in evaluating and negotiating with SEM vendors. Recommend compensation for vendors based on industry standards and performance. Assist in establishing performance goals. Effectively project mange the SEM vendor and all aspects of each SEM program.



Administer each SEM program in terms of the following.

monitor and reconcile actual expense vs. budgeted expense vs. surplus budget

ensure correct and timely vendor invoicing



Assist SEM vendor(s) in expanding and enhancing SEM program. This often requires CRO marketing to interface with other CRO functional teams: product management, IT, project management, and Web production.



Employ testing platform(s) that enable CRO marketing to optimize all variables along the prospects path (i.e. search ad copy to landing page elements to e-commerce pages).



Analyze SEM campaign traffic via tracking software to identify ways to improve user experience of each Web property.



Utilize best practices to develop and continually test new offers (i.e. competitive assessment, primary market research, industry knowledge)



Direct/coordinate periodic competitive assessments and market research.



Use existing franchise teams and ad hoc meetings to direct/manage each SEM program across functional disciplines (marketing, product, IT, editorial, finance, SEM vendor).



Use SEM reporting tool, CRO reporting tool (WSS) and CRO economics to find/create opportunities that improve program results.



Develop business cases that justify additional investment in each SEM program.



As part of the fiscal year budget process, develop integrated marketing plan and budgets that optimize the investment return across the portfolio of SEM programs.



Develop presentation material that effectively communicates results of each SEM program.



Present results to multi-functional franchise teams. Integrate offline editorial and PR initiatives with each SEM program when appropriate.



Transfer learning from SEM programs to other online and offline marketing programs.



Attend industry conferences and begin to participate as speaker at key events.



Establish and maintain relationships with sales and operations teams of the three largest SE companies: Google, Yahoo, and MSN.
REQUIREMENTS
College degree, plus a minimum of 5 years Internet marketing experience including SEO/SEM implementation and analysis. Strong analytical skills required. Experience in direct response analysis and financial forecasting. SEO/SEM tracking, vendor management and project management. Ability to project manage new SEM initiatives working with IT, Web production, creative teams and SEM vendor. Must be proficient with Microsoft Office applications, including Word, Excel and PowerPoint. HTML proficiency is a plus. Requires excellent organizational, interpersonal, communications and follow-through skills.