Internet Marketing Specialist

Job mission:

Internet Marketing Specialist is responsible for continuous improvement of user journeys – from easy search of relevant information about our brands to good user experience on our web sites.

Internet Marketing Specialist leads development of Paid Search strategy and tactics to mamimize Share of Voice, Cost Efficiency and Conversion/ROAS KPIs.

Internet Marketing Specialist leads website optimisation and is expected to deliver improvements for brands across multiple websites - from content, usability and SEO perspective (excl. techical support that is provided by IS team).

Responsibilities:

· Ensure smooth consumer journey and excellent consumer experience via best solutions in SEO, Search and web-site experience

· Develop SEO and Paid Search strategy in line with brand strategic priorities (together with Head of media)

· Implement and monitor SEO and Paid Search activities to drive traffic and conversion rates and to improve Search Quality Scores

· Choose right list of key words and set the priorities between keyword groups Develop relevant advertisement materials and approve them with Legal and Regulatory

· Ensure relevant landing pages for each keyword and each ad

· Review and challenge SEO approach and Paid Search plans prepared by media agency.

· Review & benchmark the media agency’s forecast for the relevant metrics & KPIs (e.g. impressions, clicks, CPC, etc.)

· Closely monitor performance and execute improvements in search tactics, including optimising bidding approaches, to drive more efficient media and maximize ROAS

· Analyse post-click activity and optimize web sites content and paid search tactics for the expected experience delivered at destination (e.g. visit brand website, download a brochure, view a video, download a coupon, register etc.)

· Optimise web sites performance KPIs - e.g. increase page views, unique visitors, dwell time and encourage repeat usage.

· Recommend how to properly structure and tag a website to be optimized according to industry standards and ensure best-in-class website performance.

· Work with brand teams to ensure web sites always contain actual up-to-date information

· Support site platform movement to Husky together in close collaboration with IT and Brand team.

· Regularly review the technical performance of all sites and work with IS team to make improvements, if needed

Together with IS implement automated A/B testing to maximize conversion rate and better UX.

· Analyse and interpret data from reporting platforms on search and website performance. Coordinate with agency to creation of an exhaustive Post Campaign Analysis / dashboard

· Lead branded apps deveopment.

· Lead content development and production needed for PPC and SEO strategy execution, for branded Apps, for web sites scoring anf UX optimisation ( incl. key words, paid search ads, web site articles, illustrations, web pages tagging etc). Review and improve already existing content.

· Lead internal leg&reg approval of all newly developed content and re-visiting of alredy exiting content.

· Recommend and execute actions to drive user experience improvements, including conversion rate optimisation (CRO).

· Pro-actively seek opportunities to make improvements based on analytics insights as well as industry best-practices

· Support relevant documents flow

Requirements:

Experience required:

· Understanding of Search auction factors, including quality score drivers. Experience managing Search budgets

· Experience of strategic and tactical KW research. Experience of deep-dive keyword analysis

· Planning Search approach as part of brand communication strategy

· Use of Search industry standard toolsets such as Adwords

· Experience in website content improvements

· Understanding of principles behind Search Engine Optimisation (SEO)

· Experience of using Google Analytics to find insight for website improvement

· Understanding of project management principles and a strong drive to deliver results

· Upper-intermediate English.

Experinece desirable:

· Experience generating quality leads connected to retailer and direct to consumer website ecommerce goals (performance marketing).

· Knowledge of website user-experience best practises and conversion rate optimisation techniques

· Experience leading innovations for testing of new search approaches, e.g. automated/ AI-led bidding and testing

· Use of CMS - Umbraco CMS preferred

· Basic technical knowledge of HTML and web publishing.

· Good understanding of technical SEO

Personal qualities:

· Well organised and able to work independently

· Confident engaging with stakeholders both internal and external (e.g. agency partners brand marketing teams, legal and regulatory), assetive but friendly, making things happen

· Analytical skills and attention to details.