Digital Marketing Specialist III

Search Marketing Manager

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/Accountabilities:

Search Engine Optimization (SEO):

•              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.

Search Engine Marketing (SEM):

•              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. Monitor invoicing status and coordinate with business units to ensure timely payment of invoices.

•              Create / manage universal conversion tags in native search platforms, in collaboration with business unit stakeholders.

Training and Documentation:

•              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.

Analytics and Reporting:

•              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.

Management of Search Marketing Systems:

•              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 a