Job Description :
Purpose and Distinguishing Characteristics The Search Marketing Lead is responsible for managing both the organic and paid search programs at Veritas. This involves acting as the point of contact for search-related needs and queries across the organization, and ensuring the success of the program, as well as the program’s alignment with corporate priorities. The lead determines strategy and top-level decisions for search but is supported by an agency for execution and reporting. Both paid and organic search require strong familiarity with analytics platforms to ensure business goals and KPIs are being met, typically in the form of inquiries and leads. Collaboration with regional teams and marketing scrum teams is necessary for cross-channel alignment. Responsibilities Attend planning & review meetings for product/solutions marketing to report on search progress & performance, and identify opportunities to adopt or refine content for search use. Partner with regional teams regularly to ensure market-specific goals are being met and budgets are being allocated appropriately by region and product/solution. Maintain and update search dashboard monthly. Identify, analyze, and prepare to speak to anomalies and/or patterns of growth and decline. Work with demand generation teams to evaluate lead quality and pipeline for paid search, using this data to inform strategy, program content and budget allocation. Respond to ad hoc requests from leadership, agencies and internal departments, etc. Maintain SEO keyword tracking list, adding new priority keywords as requested by internal teams where strategically appropriate. Educate content creators on SEO best practices, providing keyword research, techniques, and guidance on writing to maximize keyword ranking equity. Report quarterly to leadership on program progress and KPIs as they relate to business goals. Request quarterly purchase orders for all program spend. Collaborate with finance and procurement to manage cross-charges where necessary to incorporate external funding for search programs.[KG1] Manage budgets for media spend and agency fees so that the program remains within quarterly budget parameters. Receive invoices monthly. Integrate with Social Marketing, particularly YouTube and remarketing initiatives since they use the Veritas Google account. Identify opportunities for cross-channel collaboration. Manage, maintain, and QA paid search tracking for Adobe Analytics and Odyssey campaign codes. Request Odyssey codes as needed for new programs, and perform regular reviews to ensure tracking systems are functioning & error-free.
Qualifications BA/BS degree required 5+ years of experience in search marketing (combination of paid and organic, with emphasis on paid 2+ years of experience in web analytics applications (i.e. Adobe Analytics, Google Analytics 2+ years of experience in digital marketing, including social, display, programmatic and/or video advertising, and how search fits in to a holistic digital strategy. Preferred 2+ years of experience in B2B technology industry.