Job Description

The Senior Analyst, Paid Search and Shopping is responsible for managing the development and execution of the paid search strategy including establishing best practices, launching, and optimizing SEM, PLA, PMax, and Display campaigns, driving traffic and sales, and implementing a holistic strategy. This position will execute on all paid search, deliverables including strategic planning, competitive analysis, audiences, platform/tools, launch, management and optimization of campaigns, and reporting.

Key Responsibilities:

• Paid Search Analyst should have advanced knowledge of best practices, feed and campaign management, optimization, and analysis in an E-commerce setting with a proven track record of success:
• Knowledge of industry trends, news, best practices, methodologies, software/tools/ technologies, and algorithm changes specific to paid search, shopping, display and marketplaces and their impact on other programs
• Execute the day-to-day management of paid search programs including text ads, shopping campaigns, feeds and marketplaces:
• Analyze current feed and outline optimization strategy with impact to shopping campaigns, marketplaces, and external vendors reliant on feeds
• Conduct and review campaigns audits to determine areas of weakness and opportunity
• Implement and manage feeds, tools, and platforms critical to optimizing and driving performance:
• Management of 3rd party and search tools (Google Analytics, Google Ads, Microsoft Ads, Feedonomics, Search Console, etc...)
• Execute actionable management and optimizations that integrates daily tasks with identification of ongoing opportunities:
• Develop paid search and shopping campaigns encompassing account structure optimization, targeting, ad copy, bidding, and optimization test.
• Campaign optimization: set negative lists, optimize bidding strategies, feed optimization, revise campaigns based on top performing variations, run a/b tests to ensure coverage on product & categories, and campaigns mapping for all keywords to ads
• Daily monitoring of account and campaign performance, troubleshooting issues and identifying new opportunities
• Perform audience research to develop new campaign ideas including acquisition and retargeting
• Execute a/b and multivariate tests through feed and ad copy/landing pages
• Analyze key performance data (top of funnel to bottom) to analyze and optimize the volume, behavior, and cost efficiency of individual campaigns and channels
• Provide regular research, content gap analysis, landing page audits analysis on campaigns and website with documentation to ensure campaigns expansion, coverage on all products, and landing page optimizations
• Manage seasonal updates
• Create reporting to measure campaign performance and the outcome of optimization efforts over time, that produces actionable identification of additional optimizations opportunities from initial benchmarking to measure progress against established KPI’s
• Collaborate with Creative team to develop innovative and high-performing assets across all PMax and Display campaigns
• International & Local campaign development & management including knowledge of international and local specific best practices and experience with local campaigns – keywords, geographic targeting, and in-store attribution
• Management of E-commerce feeds, search, shopping, and analytics platforms for reporting, and optimizations including:
• Tag management solutions (Google Tag Manager, Tealium, etc...)
• Enterprise-level reporting platforms and diagnostic tools (Google & Microsoft Ads, Merchant Center, Google Analytics, Search Console, SEMRush, Kenshoo, QuanticMind, Marin, Feedonomics, etc...)
• Participate in strategic planning and team collaboration meetings to provide insights and guidance as needed to achieve paid search success
• Work directly with Sr. Director Digital Marketing to plan and execute Paid Search strategy

Qualifications:

• Minimum of 6 years of digital marketing experience specifically in paid search, and display campaign management including search best practices, implementation, management, optimization and analysis in an E-commerce setting with a proven track record of success
• Strong passion for creativity, digital marketing, specifically in paid search, –showing an interest in the process, and a willingness to learn
• Analytical, problem-solving mindset
• Knowledge and experience of E-commerce and search and analytical platforms
• Ability to drive and manage projects from inception to completion
• Thoughtful and detail-oriented; organization skills and ability to work effectively and multi-task
• Possesses strong business writing skills and able to produce high quality documents
• Advanced knowledge in Excel and PowerPoint required
• Retail E-commerce experience is required:
• Fashion and apparel is preferred
• Can take direction; as well as work well independently or in a team environment
• Great sense of humor and ability to maintain strong relationships with different personality types
• Desire to be part of a close-knit team, learning from others and assisting where needed
• Accountable, responsible, positive and with a strong work ethic, the person in this role embodies the values that we hold high at Windsor

Physical/Environmental Demands and Overtime & Availability:

Work is performed in an office environment and requires the ability to operate standard office equipment and keyboards. Must have the ability to walk short distances. Sedentary work. Exerting up to 10 pounds of force occasionally and/or a small amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects. Repetitive motion. Adequate movements (motions) of the wrists, hands, and/or fingers. Team members are required to have close visual acuity to perform activities such as: preparing and analyzing data and figures; transcribing; viewing a computer terminal; extensive reading.

*Job descriptions are merely a summary of the position. Duties and responsibilities are subject to change and may include any other that management finds necessary to successfully maintain business operations.

WINDSOR EQUAL OPPORTUNITY EMPLOYER

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