Skills: Understanding of Media/Paid Search Advertising, High Attention to Detail, Strong Project Management Skills.
Media/Search Advertising Campaign Manager will oversee day-to-day Agency team and deliverables and ensure that campaigns meet brand standards and broader media objectives
Client is looking for a supporting member of global media strategy team. This team member will support our channel-specific media efforts, specifically Paid Search (SEM). This team member ideally will have experience with media, and exposure to SEM advertising, with strong project management skills. This person will have direct guidance with regard to SEM tactics and strategy, so they do not have to be an EXPERT in SEM account management (we have a media agency that does the detailed account maintenance) - they will understand how Paid Search works, be able to apply broader media goals to our Paid Search program, and be able to manage the agency team against day to day tasks to support the program and campaign as a whole.
The SEM / Search Account Manager is responsible for supporting the engagement strategy and execution across company’s paid search advertising program.
Responsibilities include working with internal Marketing and Media team leadership to ensure that channel-specific SEM strategy is collaborative with broader media objectives, while working closely with 3rd party media agency partners to seamlessly execute programs and working in close concert with internal SEO leadership to ensure cost-efficient buying.
The ideal candidate will be able to understand how Paid Search fits into the big-picture media and content strategy for the company, and orchestrate the tactics associated with achieving that vision while maximizing our advertising’s efficiency and demonstrating the value provided (by SEM) to the Firm.
NATIONAL PAID SEARCH PROGRAM:
-Manage day to day agency team in execution of tactics against SEM program strategy
-Work closely with internal media team members and counterparts across Marketing to ensure that the SEM program strategy is in line with broader KPIs and advertising/line of business objectives
-Leverage data and analytics insights as a key driver of ongoing program strategy (optimization plans, integration of audience segmenting capabilities, test and learn agendas, etc.); be able to review campaign data and pull out insights about performance
-Ensure measurement tactics are executed flawlessly with a clear and effective reporting structure
-Serve as a primary point of contact for the SEM team at media agency; direct team on tactical execution of program across all lines of business, inclusive of budget management, optimization and bid strategies, measurement, etc. under guidance of internal SEM team lead
-Monitor ongoing company search engine presence to ensure strong brand accuracy/consistency across all content
-Identify new areas requiring SEM support and direct agency team on keyword/ad copy development
-Project manage internal Legal and Compliance review process of all program content
-Ensure integration and coordination between SEM & SEO for company’s digital properties to maximize visibility of content
-Continuously monitor industry trends, technologies and standards for campaign learning
-Conduct competitive analysis with agency team
LOCAL PAID SEARCH PROGRAM:
-Manage Local Paid Search Program, where Financial Advisors are able to opt in to search advertising
-Manage Financial Advisor expectations and communicate search and display strategies to participants of the program (be able to understand program structure and explain to others)
-Internal point of contact for agency escalations, Financial Advisor questions – internal subject matter expert for advisors
-Ability to troubleshoot issues for advisors
-Manage internal program email inbox and respond to advisor inquiries ongoing
-Provide reporting and insights to Wealth Management leadership
-2-4 years of relevant Media / SEM experience; media agency experience strongly preferred
-Experience with SEM / paid search advertising within Google, Bing, other Search Engine platforms; strong understanding of SEM and manage 3rd party agency as they build and manage the account
-Strong project management skills
-Knowledge of SEO/organic search functions to drive holistic brand presence across search engines
-Strong analytical background; ability to digest data from internal/external data sources and provide actionable recommendations to drive performance with KPIs
-Excellent oral and written communication / interpersonal skills; ability to explain complex issues and programs to audiences with very limited media background (such as Financial Advisors)