Digital Marketing Specialist III

About the position

We are seeking a highly motivated and results-driven B2B Search Marketing Manager to lead our search engine marketing initiatives. In this role, you will be responsible for optimizing our online presence, driving organic and paid search traffic and converting visitors into leads or customers. This position will provide support to multiple business units within the company and encompass governance responsibilities. The role also includes training new search marketing employees, gathering requirements for systems and sharing vendor insights and industry trends. This role specifically encompasses managing technical SEO aspects like schema markup, tagging, domain and URL strategy, canonicals and HREFLang implementation.

Responsibilities

• Develop and implement an SEO strategy to improve organic search rankings and drive high-quality, relevant traffic for multiple business units including those with a global reach.
• Perform keyword research and analysis for corporate and cross-business unit initiatives, based on business requirements to identify opportunities and optimize on-page and off-page SEO factors.
• Maintain company-wide keyword list and collaborate with business units to eliminate competing optimization efforts.
• Monitor and report on key SEO metrics, making data-driven adjustments to improve performance on a global scale.
• Manage technical SEO aspects, including website architecture, on-page markup, crawlability and indexability to enhance search engine visibility.
• Implement schema markup to provide structured data that enhances search engine understanding of our content.
• Develop and maintain a comprehensive URL strategy to ensure user-friendly and SEO-friendly URLs.
• Implement HREFLang tags to support international SEO efforts, targeting multiple languages and regions.
• Manage webmaster and search console properties and administer access to business unit colleagues to aid in their SEO efforts.
• Create and manage paid search brand campaigns, including Google Ads (AdWords), Bing Ads and other relevant platforms to benefit various business units.
• Develop and optimize ad copy, landing pages and bid strategies to maximize ROI.
• Work on improving website conversion rates by optimizing landing pages, forms and user experience.
• Monitor campaign performance, manage invoicing and budgets and adjust strategies as needed to meet goals.
• Manage Google and Microsoft MCC accounts within which corporate and business unit sub-accounts reside.
• Create / manage universal conversion tags in native search platforms, in collaboration with business unit stakeholders.
• Provide training and mentorship to new search marketing employees, agencies and contractors ensuring they are well-versed in our company's strategy and goals for search marketing.
• Develop and conduct training programs and documentation of current strategy.
• Develop content strategies for company-level pages that support SEO and SEM efforts and serve as a consultant for the content teams to ensure that website content is search-engine friendly and aligned with SEO best practices for diverse business units.
• Develop test and learn plan, using data to optimize performance of organic and paid efforts.
• Provide regular performance reports on corporate search initiatives, based on business unit requirements with actionable insights to optimize campaigns and SEO results.
• Stay informed and create presentations about industry trends, competitor strategies and changes in search engine algorithms to support the varied needs of our business units.
• Manage marketing systems such as AdWords (Google Ads) and Searchmetrics to maximize results and achieve business objectives.
• Stay updated on the latest features and tools provided by these systems and cascade to relevant teams.
• Manage user access to tools according to security policy standards.
• Minimize business unit conflicts in paid and organic campaigns and tactics.
• Implement and enforce governance policies and guidelines related to data, privacy and compliance as they pertain to search marketing activities across business units with a global perspective.
• Ensure that marketing efforts align with regulatory and industry standards while managing data responsibly on a global scale.

Requirements

• Bachelor's degree in marketing, business, or a related field.
• Proven experience in B2B search marketing, including SEO and SEM, with a strong focus on global strategies.
• In-depth knowledge of SEO tools and best practices for international markets.
• Proficiency with Google Ads (AdWords) and other search advertising platforms for global campaigns. Google Adwords certification required.
• Strong analytical skills and the ability to make data-driven decisions with a global context.
• Excellent written and verbal communication skills.
• Adept at staying up-to-date with industry trends and best practices.
• Must be comfortable in a fast-paced, ever-changing environment working with tight deadlines across multiple key stakeholders and a need for quick response.
• Strong competency in project management and organization with ability to lead multiple projects/deadlines.
• Experience with SiteCore or other enterprise CMS preferred.
• Critical thinker and problem solver with a proven ability to uncover insights and optimize programs to meet goals using analytics.
• Highly influential communicator with excellent written and verbal communication skills.
• Self-starter and passionate with strong bias towards driving results.
• Strong attention to detail.
• Proficient in business software applications including Microsoft Office (Outlook, Word, Excel, Project, SharePoint, PowerPoint, Teams).
• Must be comfortable being in client/stakeholder facing and engaging multiple teams within the organization, leading coordination for large projects.
• Proven ability to manage multiple workstreams/timelines simultaneously while recognizing dynamic and shifting priorities and adjusting schedules and deliverables accordingly.
• History of collaborative, collegial working relationships, preferably in a matrix model; negotiates with and influences others internally and externally.

Nice-to-haves

• Experience with SiteCore or other enterprise CMS preferred.

Benefits

• Health coverage options
• Protection coverage options
• Retirement coverage options
• Financial coverage options
• Wellbeing coverage options
• Time away from work options