Online Marketing Mgr Web

We have Fun!! Gaylord Entertainment (NYSE:GET) is a leading hospitality and entertainment company based in Nashville, Tenn. which owns and operates three industry-leading brands – Gaylord Hotels (www.gaylordhotels.com), a growing number of upscale, meetings-focused resorts; ResortQuest (www.resortquest.com), the nation’s largest vacation home network; and the Grand Ole Opry (www.opry.com), the weekly showcase of country music’s finest performers for 80 consecutive years. The Company’s entertainment brands and properties include the Ryman Auditorium, General Jackson Showboat, Springhouse Links Golf Club, Wildhorse Saloon, Radisson Hotel Opryland and WSM-AM. For more information about the Company, visit www.gaylordentertainment.com.
The Online Marketing Manager will assist the marketing team with online marketing campaign initiatives such as landing page development and execution; however the incumbent will be most heavily focused on SEM strategy and tactics. Working together with the Director of the department and field marketing managers, the online manager will ensure that search performance aligns with short-term and long-term objectives. The manager will be accountable for ResortQuest’s paid and natural activities to ensure competitive positioning and highest possible ROI and conversion. This person will work closely with the online copywriter, IT personnel, and external vendors to execute the necessary SEO tactics.- Responsible for developing and managing all search engine optimization projects such as collecting and analyzing data regarding the search results ROI and CTR (which incorporates phone and web sales/lead data), monitoring and reporting visibility and rank statistics for natural searches on a regular basis, directing necessary content creation/maintenance for natural and paid search purposes, conducting keyword research, executing title and tag changes, evaluating the link strategy for paid (e.g., appropriate depth of link), liaising with external tracking and SEO venders as necessary, etc.- Responsible for building a targeted, meaningful link-building campaign – both coordinating this with the field and supplementing the field’s efforts. Responsible for facilitating the landing page marketing requests and bringing them through production. Act as a liaison between Marketing and IT staff to ensure detailed, on-time landing page launches. In addition, this person will work with the Director to set up landing page tests; specifically, we will be analyzing conversion rates of different landing page strategies and designs through pay-per-click campaign tests, which will provide significant impact through the increase in marketing conversion rates for all online capture points.- Responsible for web tracking software (Clicktracks):
Ensuring the set up of all email and landing page campaign tracking.
Providing ongoing training sessions as needed for field marketing managers.
Overseeing company-wide communication for software upgrades or procedures.
Generating reports for the Director as needed.
Perform other duties as assigned.
REQUIREMENTS
BS degree in business, marketing, or related field (MBA a plus)
At least 3-5 years of professional experience in marketing, with solid, hands-on experience in search engine marketing (i.e., managing paid and natural search programs).
Proven success using SEO techniques required.
Advanced knowledge of online tools and techniques for keyword and link research.
Knowledge of ClickTracks a plus.
Strong analytical and project management abilities.
Excellent communication (oral and written), interpersonal, and organizational skills an absolute must.
Ability to work independently.
Strong leadership skills and exceptional attention to detail.Gaylord Entertainment offers a competitive, comprehensive benefits and compensation package. Gaylord promotes a Drug-Free workplace and is an Equal Opportunity Employer (EOE).