Paid Media and SEO Specialist

Essential Duties & Responsibilities

• Lead the planning, development, execution, and optimization of paid search campaigns across Google, Yahoo, and Bing, in line with business strategy and budget requirements.
• Conduct keyword research, write and implement ad copy, and set bid strategies and budgets across multiple stores to maximize ROAS.
• Leverage AI-powered tools (e.g., for keyword research, ad copy generation, bid optimization, and performance analysis) to improve campaign efficiency and results.
• Identify optimization opportunities and run A/B tests to continually improve campaign performance.
• Partner with the Digital Media Buyer to run, QA, and optimize campaigns across DSP, social media, and email.
• Monitor and report on PPC and broader campaign performance using analytics tools, tracking key KPIs.

SEO Efforts

• Manage SEO efforts, including keyword strategy, content strategy, and link-building to improve search rankings.
• Recommend improvements to website architecture, content, and internal linking to strengthen SEO positioning.
• Monitor and optimize brand visibility in AI-driven search experiences (e.g., Google AI Overviews, ChatGPT, Perplexity) as part of the broader SEO strategy.

Collaboration

• Collaborate with the marketing team to align SEM/SEO efforts with overall brand voice and marketing initiatives.

Education & Experience

• Bachelor's degree in Marketing, Business, or a related field.
• Two to three years of experience in successfully developing and executing SEM campaigns across Google, Yahoo, and Bing.
• Google Ads certifications or other relevant certifications are a plus.
• Experience with keyword research tools like Brightedge, Conductor, SEM Rush, MOZ, and Ahrefs.
• Experience with DSPs (e.g., The Trade Desk, DV360) and social media advertising platforms (Meta, Pinterest, TikTok, etc.) is a plus.

Skills & Abilities

• Proficiency in analytic tools such as Google/Adobe Analytics to analyze campaign performance and make data-driven decisions.
• Comprehensive knowledge of performance marketing, conversion, and online customer acquisition.
• Up-to-date with the latest trends and best practices in search engine marketing.
• Expertise in Google Analytics, Google Ads, Bing Ads, and other critical SEM tools.
• Familiarity with AI-powered marketing tools for campaign optimization and content generation, and awareness of AI-driven search experiences (e.g., Google AI Overviews, ChatGPT, Perplexity).
• Strong analytical capabilities, numerical skills, and experience in generating comprehensive SEM reports.
• Familiarity with GA4.
• Ability to apply effective communication skills, reading, verbal and written, to interact with customers, colleagues, and stakeholders.
• Ability to apply effective and accurate data entry.
• Ability to work independently and in a team environment.
• Ability to multitask and prioritize tasks in a fast-paced environment.

Physical Demands

• Ability to move up to 15 lbs.
• Ability to remain in a stationary position for an extended period.