Act as a strong business manager of the search engine marketing channel. Manage the P/L of the channel by tracking, reporting, and analyzing all PPC initiatives and campaigns; responsible for forecasting and budgeting of channel.
Become a "product expert" in our industry, understand the hot issues and new developments, and create an associated department expansion roadmap.
Manage the day-to-day search marketing activities across multiple search engines (Google, Yahoo, Bing, etc.), including campaign planning, implementation, budget management, performance review, and optimization of paid search campaigns for the SEM department.
Grow and optimize our SEM strategies through testing (A/B and Multivariate) with ad copy, landing pages, bidding strategies, negative keywords, etc…
Develop near and long-term PPC account strategies, roadmaps and execute day-to-day tactics that increase revenue, site traffic, conversion and margins.
Identify and report on key performance indicators, and opportunities for improvement on a regular basis.
Drive continued innovation and best practice implementation, regularly sharing your knowledge with the marketing team and top executives.
Research and manage affiliate and online advertising programs.
Prepare and execute on a business plan to establish an international SEM strategy.
Stay current with new advances in search engine marketing, competitive landscape, and keyword research.