Robert Half Director of Digital Performance, Search Engine Marketing in Boston, Massachusetts
Director of Digital Performance, Search Engine Marketing needed for a fully remote, full-time opportunity. Our client is looking for someone who is passionate about paid search. This is a management role with six direct reports but our client is looking for someone who is hands-on and doesn't mind rolling up their sleeves. Must have 8+ years of experience in paid search with 10+ years in direct response or lead gen. Salary is 150K with a hard to beat benefits package.
The Director of Digital Performance, Search Engine Marketing is a seasoned expert in strong command of direct-response digital marketing practices across all paid performance channels, with an emphasis on paid search. Responsible for performance strategy, this role drives the optimization process across digital performance paid search lead-generation campaigns. The Director Digital Performance, Search Engine Marketing continually stays abreast of changes in the digital marketing and search engine marketing landscape and tailors the optimization approach and process accordingly. In partnership with the AVP of Digital Marketing, this role leads the digital performance and paid search strategy to generate qualified leads and reach forecasted lead and enrollment goals. The ideal candidate will be seasoned leader who is dedicated, data-driven and passionate about digital marketing and paid search. They should possess a proven track record of leading digital marketing teams, creating frameworks for performance optimization of biddable digital media, and have demonstrated expertise in all facets of paid digital performance marketing.
Primary Duties and Responsibilities:
Lead the campaign management and digital performance optimization strategy for digital direct response channels with an emphasis on paid search.
Create and execute upon a standardized framework for performance campaign management to maximize results for the marketing investment.
Leverage third-party tools and internal data and analytics tools to scale, optimize and deliver strong ROI for biddable media campaigns
Identify trends within campaign data and optimize marketing spend to achieve improved cost-per-lead and cost-per-enroll metrics.
Lead and mentor a team of digital marketing & paid search professionals
Maintain, nurture, and grow relationships with third party publisher and technology partners.
Create and execute ongoing test strategy for paid search campaigns.
Identify new areas of opportunity within existing placements and channels, as well as evaluate and test new technologies using market trends, internal data industry best practices to inform decision making.
Create, manage and improve all paid search systems and workflow processes.
Develop and execute paid search campaigns, including keyword research, audience target, copy creation and testing, and adjusting bidding, reporting and budgeting strategies to maximize efficiency.
Staying abreast of new trends and technologies, both in the paid search space as well as the broader digital and lead generation industry
4-year college degree required
8+ years of experience in paid search
10+ years in direct response or lead generation marketing
Highly proficient acquisition marketer with deep experience in paid search and other digital channels
Proven success as a data-driven marketer that can efficiently plan and execute a marketing strategy against goals and budgets.
Hands-on leader with exceptional leadership and collaboration skills
Strong project management and organizational skills with the ability to multitask
A problem solver with strong attention to detail
Enthusiastic team player with the ability to work independently and across teams
Strong people skills. You'll be working with a lot of team members and third party partners. You should have excellent negotiation skills, and be able to communicate effectively.
Advanced Excel skills: Proficient in spreadsheet manipulation, including vlookups, formulas, concatenation, pivot tables, text-to-column, etc.
Strong knowledge of Google Analytics to analyze campaign performance against business KPIs and build new audience segments.
Deep experience with ad buying systems, including Google and Bing Ads.
Experience with third-party technology solutions such as Google Marketing Platform (formerly DoubleClick), Kenshoo, etc.
Expert in Google Ads, Google Marketing Platform & Google Analytics. Certifications a plus.
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