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Search Marketing Manager

Department: Marketing
Office: CT, Boston, WPB

The Manager of Search Marketing leads the execution of search initiatives such as Paid Search Marketing, Organic Search Marketing (SEO), and Local Search Optimization. This position requires the ability to lead client Marketing programs, by developing program strategy presentations, optimizing campaigns using media management, website analytics and analysis tools and creating program insight and performance review presentations. 

Responsibilities 

  • Develop Paid Search strategy (goals, target geography, campaign definition) based on business goals, competitive environment, most up to date paid search functionality, and historical performance
  • Create account structure (campaign, ad groups, keywords, modifiers) and bid strategy aligned with the target market
  • Build ads tailored to brand messaging while implementing the latest best practices with text ad development
  • Develop Landing Page concepts for search intent aligned with business goals
  • Launch, measure and optimize campaigns based on defined KPI’s for both business needs and delivery performance metrics
  • Create and present reports to provide performance status, insights and recommended program improvements
  • Maintain your Adwords certification status each year with Google
  • Develop, manage and enhance Organic Search programs
  • Audit current organic search environment including: website content, site structure, gaps with SEO best practices vs. current website state, and analyze historical organic search performance for problematic changes in rankings/traffic
  • Develop SEO strategy (goals, target geography/audience, priority content/landing pages) based on business goals, site technical audit, competitive environment and content development
  • Create SEO plan to improve organic search performance (technical, content, meta data, URL structure, etc.), identifying and prioritizing recommended efforts
  • Optimize current site(s) / integrate SEO efforts within website redesigns: Recommend new content areas
  • Identify and prioritize new/current website pages for development/optimization
  • Support development of / revisions to website architecture (graphical sitemap, detailed sitemap, url structure
  • Optimize on-page and off-page elements such as metadata, content, headers, links and social media integration Work with technical teams to implement changes Monitor and manage indexing and impact of new pages / website
  • Lead content strategy and development efforts necessary to improve organic search performance
  • Create and present reports to provide performance status, insights and recommended program improvements
  • Perform Local Search Engine Optimization
  • Audit current brand results for Local Search performance
  • Identify and prioritize locations to add / claim / verify and optimize
  • Optimize local listings through bulk/manual updates via Google My Business, Yahoo (Yext), Bing
  • Places, Apple Maps processes
  • Create / optimize brand knowledge graph

Qualifications

  • 3-7 years’ experience leading and managing paid search, organic and local search
  • Skill in creating paid search campaigns using media tools (AdWords, Bing Ad Center) and/or 3rd party search management tools such as Marin, Kenshoo, etc.
  • Proficiency in website analytics, creating reporting presentations, and the ability to deliver client facing presentations
  • Experience in Google Search Console, Bing Webmaster Tools and Google Tag Manager necessary
  • Experience using MS Office tools (esp. Excel and PowerPoint) necessary
  • Must work well with teams and have a positive, goal-oriented attitude
  • Candidate must be detail-oriented, organized and an efficient time manager
  • Proven ability to meet deadlines and to deliver to budget
  • Able to be flexible and tolerate ambiguity while still operating effectively

We'd love to hear more.

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