Senior Planner of eMarketing
Summary
Support the development and implementation of strategies to drive growth and maximize return on our SEM, comparison shopping, targeted content, and remarketing/display investments as well as new online marketing opportunities. Heavy focus on forecasting budgets and revenue managing spend targets, and analysis of programs. Support SEO initiatives. Ability to adjust strategies in a very fast paced business environment.
Responsibilities
Core responsibilities:
§Take a leadership role in the planning, development and execution of paid search, comparison shopping, and remarketing display programs to meet revenue and ROI requirements.
§Conduct measurement and analysis on the effectiveness and efficiency of eMarketing programs. Work proactively with external agencies to make and implement recommendations for programs.
§Ensure Search and Display Marketing initiatives are “on brand” with merchandising, promotional, and overall business strategy. Work with eCom merchant VPs and multiple WSI teams.
§Ensure seamless seasonal and ad hoc launches and execution of SEM, content, CSE, remarketing initiatives, including optimizing datafeeds and trafficking creative and copy assets. Ensure optimal brand messaging is always being used.
§Identify and leverage synergies between these search programs. Evaluate new customer acquisition metrics and subsequent value of customers acquired.
§Take a leadership role in managing external business partners including providing prioritization and feedback.
§Proactively work with team members, other marketing teams, merchandising, creative, IT, and other cross-functional groups.
§Manage budget, forecast, invoices and accruals weekly/monthly/annually.
§Present findings, analysis and recommendations to management through Senior Executive levels.
§Analyze competitive marketplace and follow eMarketing trends.
Paid Search:
§Monitor performance by engine and analyze results.
§Meticulously track spend, revenue, productivity measures/KPIs on a weekly basis and adjust investment as necessary.
§Work with manager and key business partners to create seasonal strategies, including important keyword categories, site map updates, bid strategy, etc.
§Recommend and manage keywords and landing pages on an ongoing basis.
§Develop and implement new tactics including evaluating copy and landing page tests, geo-targeting and other tactics.
§Rapidly incorporate changes or new information from market, competition or business conditions.
Remarketing:
·Responsible for seasonal builds/changes in message strategy. Work with agency and internal cross functional stakeholders to maximize creative.
·Monitor and report KPIs on a weekly basis. Adjust spend targets accordingly.
§Work with manager to develop and implement new acquisition and retention strategies
Experience/Qualifications
§3 years of experience with SEM, SEO, Comparison Shopping and/or online media planning required.
§Bachelors degree required
§Exceptional written, verbal and presentation communication skills
§Ability to work in fast paced environment with ability to prioritize and be flexible.
§Strong proficiency in Microsoft Excel and ability to analyze results.
§Meticulous attention to detail required.
§Experience with a web analytics system a plus.
Email cover letter and resumes to: ateisch@wsgc.com
