Search Marketing Specialist

Crayola Corporate•Forks Township, PA

43d

About The Position

The Search Marketing Specialist reports into the Head of Global SEO & AI Content and serves a key role in enabling Crayola's e-commerce business through digital marketing. The primary role of the Search Marketing Specialist will be to amplify product visibility online, supporting organic and paid search marketing efforts across Crayola.com and ecommerce retailers, notably Amazon, Walmart.com, and Target.com. The role will write high-quality content and implement SEO best practices for Crayola owned properties and omni-channel retailers. This will include keyword research, optimizing existing copy, writing new copy, and helping to improve search rankings across ecommerce platforms. Secondarily, this role will also support Crayola.com SEM efforts by activating campaigns and writing digital advertising copy. The Search Marketing Specialist will work to achieve SEO KPIs and will be responsible for reporting on these metrics using an array of analytics and SEO tools. This role will require working collaboratively with cross-functional partners including sales, ecommerce, and agencies. The ideal candidate will have the ability to write compelling copy that is not only keyword-rich, but also consumer friendly and drives the Crayola business forward in the digital space.

Requirements

Associates degree in Communications, Advertising, Marketing or related field
Minimum 3 years of experience in search marketing with hands-on technical SEO experience
Copywriting experience in the digital space, with the ability to translate keywords into consumer copy. Experience writing for Amazon product detail pages (including A+ copy) is required.
Excellent self-starter with strong verbal and written communication
Understanding of performance tracking and measurement with an ability to glean clear and actionable marketing insights from data sets and can clearly communicate them to stakeholders.
Excellent time management skills and a commitment to on time deliverables
Staying up to date on current industry practices, news, and algorithm updates
Demonstrated ability to work collaboratively and to solve problems creatively in a fast paced ever changing environment. Able to balance competing priorities across multiple platforms & teams.

Nice To Haves

Experience with Brightedge, Amazon Vendor Central, Salsify, Syndigo / Content Analytics, Criteo, and Google Ads preferred.

Responsibilities

Develop, test, and drive SEO strategy across Omni-channel retailers (Amazon, Walmart.com and Target.com, etc) and Crayola.com
Omni-channel support includes retailer specific copy, digital advertising copy, and long form / expanded A+ copy.
Crayola.com support includes landing page content development, email communications, blog, and keyword research.
Execute on-going product copy optimizations, including updates to implement best practices, seasonal copy changes, and test & learn plans.
Support product detail copy development for newly launched Crayola products.
Includes working with Product Marketing to develop sell sheets as well as consumer facing product detail pages.
Collaborate cross-functionally with partners in Product, Sales, and Marketing / Agencies to implement consistent keyword strategies and optimizations across the full product life cycle.Conduct keyword research, identify keyword opportunities, monitor trends, and follow competitors to shape keyword strategy for priority retailers and improve ranking for target keywords.
Monitor organic channel KPIs and apply data-driven insight to optimize each retailer strategy accordingly.
Facilitate PDP content publishing process, inclusive of new product uploads to PIM and retailer accounts, tracking/auditing on-time publishing and uploads, and on-going copy maintenance. Manage error submission process across accounts.
Coordinate with key content partners and Product Information Management (PIM) platform to facilitate the development and publishing of effective SEO and keyword optimized copy to yield desired search results.
Report on search trends across platforms (e.g. Amazon, Walmart.com, Google), including seasonal trends, evergreen keywords, and emerging spaces.
Lead Google Ads paid search text ad campaigns for Crayola.com. Support paid search initiatives including campaign set up, ad copy creation, and reporting in Google Ads and Google Analytics.
Test & Learn emerging technologies and ecommerce marketing across retailers (e.g. Amazon Posts, expanded A+ copy).

Benefits

Kid Inspired Culture
Free Admission to Crayola Experience for Employees
Community Volunteerism Opportunities
Annual Bonus Potential for all Full-Time Employees
Company Matched 401k & Employee Value Sharing Plan
Comprehensive Healthcare Benefits for Eligible Employees
Education Assistance Program
Wellness Programs
Employee Resource Groups
Generous Product Discounts Onsite & Online
Company Sponsored Employee Events
Discounts on a wide variety of products and services – automotive, electronics, fitness, travel and entertainment