Sr. Digital Marketing Analyst – Paid Search & Paid Social
Full time @Darden Restaurants in Restaurant / Food Services Shortlist Email JobJob Detail
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Job ID 3077
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Career Level Others
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Experience 3 Years
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Qualifications Degree Bachelor
Job Description
The Sr. Digital Marketing Analyst – Paid Search & Paid Social plays a key role working with internal and external partners including: Brand Managers and Associate Brand Managers; the Specialty Restaurant (SR) Digital Team; Enterprise Digital Marketing (EDM), Web Analytics and Data Analysts; to execute Paid Search & Paid Social campaigns that drive profitable, incremental ROI. The individual in this role will serve as the primary contact for the brand(s) to assist with the planning and execution of Paid Search & Paid Social campaigns; ensures best practices are met in the day-to-day execution of the channel and coordinates Paid Search & Paid Social strategies across brands to leverage our scale, data, and insights for maximum efficiency in the restaurant category. This position collaborates with business partners to develop strategies on how to utilize Paid Search & Paid Social in conjunction with organic search/social, local search, online video, and / or display / programmatic media; develops recommendations; and leverages members of the broader Marketing team to meet business objectives.
ROLES AND RESPONSIBILITIES
- Develops and executes strategic initiatives for Darden paid digital media (e.g., Paid Search & Paid Social, YouTube, etc.), in partnership with Enterprise Digital Marketing, brands, and external agency teams to optimize presence in the Paid Search & Paid Social space.
- Maintains and grows relationships with key digital partners with a special emphasis on Google and Adobe.
- Performs and oversees regular Paid Search & Paid Social channel audits, including keyword analysis and selection, competitor analysis, optimization of keywords, optimization of ad copy, and on and offline conversion rates, to establish consistent increases in Paid Search & Paid Social performance.
- Partners with brand and agency teams to establish KPI’s for Paid Search & Paid Social.
- Maintains and manages ongoing reports for Paid Search & Paid Social partners through dashboards and internal tracking tools to monitor impact of work and channel performance.
- Assists in the development and evolution of channel and campaign reporting to provide cohesive and holistic insights to EDM and Brand teams.
- Works with the Darden analytics team to ensure appropriate tracking and tagging for Paid Search & Paid Social.
Helps prioritize brand messaging to ensure business strategies are maintained and ladders up to campaign / business initiatives.
- Produces clear and concise strategic recommendations for Brand, IT, and EDM teams from information garnered in organic and local search audits, website traffic reports, keyword analysis, through common industry tools.
- Continuously monitors changes in the Paid Search & Paid Social ecosystem to provide recommendations and optimizations for relevant campaigns to EDM and Brand teams.
- Partners with Organic and Paid Search & Paid Social Subject Matter Experts to communicate to brands any potential agency partnership opportunities, investment changes and key metrics of success.
REQUIRED TECHNICAL SKILLS:
- Individual should possess 3-5 years’ relevant experience, particularly working in Paid Search & Paid Social, developing strategy and executing tactical campaigns, ad groups, and performing analysis on performance in line with KPI’s.
-Experience in evaluating SQRs and executing daily bid optimizations are required – either direct to engine or via a bid management platform.
- Expertise in Microsoft Excel with a strong analytical mindset and appetite for data analysis and reporting development.
- Knowledge of current digital consumer and industry behaviors trends, attitudes, preferences, and needs required.
- Knowledge in SEO and local search / directories preferred.
- Familiarity with Google Adwords, Facebook Ads, Adobe Analytics (formally Omniture), Google Search Console, and Google Analytics.
- Ability to travel approximately 5% required.
- Excellent written and verbal communication skills required.
REQUIRED EDUCATION:
- Bachelor’s degree in Marketing or a relevant field required.
OTHER KEY QUALIFICATIONS
- Detailed knowledge of Paid Search & Paid Social tools and experience managing large account structures exceeding $2MM.
- Previous experience working on cross-functional teams.
- Strong project management skills.
- Demonstrated proficiency in organizing and planning work tasks.
- Proven track record of results orientation.
- Strong analytical skills, including the ability to assess data and draw key consumer, brand, and competitive insights.
- Proven ability to work in a fast-paced team environment.
- Ability to collaborate with a variety of different business partners, both internal and external.
PREFERRED SKILLS AND EXPERIENCE:
- Experience in restaurant / retail industry a plus.
- Foundational knowledge of digital marketing preferred: Display, programmatic, online video, mobile app, email, social media, etc.