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Job Description
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Job Title: Paid Search Marketing Analyst
Department: E-Commerce Marketing
Reports To: VP, eCommerce
Job Code: PSMANL
Job Classification: Salaried, Exempt
Location: EGV
Date Originated: 3/26/2014
Revision Date:
HR Approval: TPI 3/26/2014
POSITION PURPOSE
The Paid Search Marketing Analyst (SEM/SEO/AFF) will lead the company’s Paid Search strategy and techniques and will
manage the daily optimization of multiple products across platforms including Google, Bing, UM and others. The Paid
Search Marketing Analyst will report to the VP, Ecommerce and will collaborate with the entire Marketing team to align
strategies and ensure all promotional goals are supported.
ESSENTIAL DUTIES AND RESPONSIBILITIES – Other Duties May Be Assigned
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Acts as a strong business manager of the search engine marketing channel. Manages an extensive portfolio of
products and projects by tracking, reporting, and analyzing all pay-per-click (PPC) initiatives and campaigns.
Responsible for our Affiliate channel and our relationship with Commission Junction.
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 keyword expansion roadmap, working with the marketing team to develop relevant ads and landing page
content.
Manages the day-to-day search marketing activities across multiple search engines (Google, Yahoo, Bing, etc.)
including the campaign planning, implementation, budget management, performance review, and optimization of
paid search campaigns.
Responsibilities include keyword research (discovery and expansion), review and editing of creative copy (titles and
descriptions), review and analysis of web site performance metrics, and optimization of campaigns.
Grow and optimize our portfolio through testing (A/B and Multivariate) with ad copy, display ads, landing pages,
bidding strategies, negative key wording, etc.
Develop short 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 Executives.
Work with all team functions to include marketing, creative, product management and IT to implement search
engine optimization recommendations such as:
o Keyword research and specifications throughout web site pages and search architecture
o Site audits to ensure compliance with best practices
o Copy and design recommendations
o Navigation and conversion analysis
o Identifying and resolving issues with reporting, systems, etc.
o Identifying opportunities to improve organizational and process enhancements
Integrate strategies and recommendations into other active marketing channels such as 3-tier CPC markets,
Facebook, Social Media.
SCOPE
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Works to facilitate the objectives of the Company under minimal direction. Position requires the exercise of
independent judgment.
Works closely with external vendors to include Google Analytics, Mad Mobile, and A/B testing tools like Monetate
and Optimizely.
Works closely with IT.
Maintains confidentiality of sensitive information.
Winston Brands reserves the right to, at any time, modify job responsibilities/requirements based on business need.
Job Description
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COMPETENCIES & SKILLS
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Strong understanding of the job functions and possesses the knowledge and skills required to perform the required
job functions.
Dependable, responsible and willing to accept accountability.
Ability to adapt to a continuously changing working environment.
Ability to develop and implement more efficient ways of working.
Exceptional copy writing and editorial skills.
Strong analytical skills with ability to drive meaningful actions from large data sets.
Fundamental knowledge and experience with web analytical tools and interfaces, i.e. Coremetrics, Webtrends,
Google Analytics.
Ability to multi-task and prioritize in a fast-paced and dynamic work environment.
Strong organizational and time management skills with great attention to detail and focus on quality of results.
A self-motivated individual; a good team player.
EDUCATION & EXPERIENCE
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Bachelors Degree in eCommerce, Marketing, Economics, Math, or related discipline, or equivalent experience.
5+ years of experience managing Paid Search programs, preferably in the direct response industry.
Strong understanding of Paid Search, as well as all aspects of performance marketing, to effectively drive day-today tactical execution of the strategy and meet steep expectations for channel growth.
Adword and Adcenter certified, is highly preferred.
Google Analytics certification a plus!
Knowledge of online A/B testing tools a plus: Optimizely, Monetate, or others.
Knowledge of Project Management a plus.
Possess a keen understanding of direct response marketing, digital media, ideally in the B2C space, with a strong
background in pay-per-click (PPC) management.
Ability to operate a dynamic and large portfolio on both a strategic and tactical level, touching all aspects of the
marketing roadmap including keyword management, creation of campaign messaging, bidding strategies, creative
testing, and analytics.
Requires hands-on knowledge of best practices in SEM and a proven track-record of delivering qualified traffic
from both an acquisition and conversion standpoint.
Experience managing SEM campaigns internationally; targeting customers in specific international
regions/countries.
WORK ENVIRONMENT & PHYSICAL DEMANDS
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Standard office environment. Stress may occur with tight deadlines and long hours. Minimal travel may be
required.
Standard physical activity such as standing, walking, and basic motor skills to access computer files for information,
data entry or document creation. Sitting for extended periods.
Winston Brands reserves the right to, at any time, modify job responsibilities/requirements based on business need.