Sr. Search Strategist

USA TODAY Co.

2d•$70,000 - $85,000•Remote

About The Position

The Senior Paid Search Strategist defines strategy and drives results for brands across the National, Enterprise and Multi-Location team. The role advises clients on business goals and campaign performance by analyzing campaign results and setup, recommending modifications, and identifying the capabilities and implementation needed to meet benchmarks. It owns strategic recommendations for campaigns and contributes to presales, including making initial recommendations before client onboarding. The position focuses on discovery, implementation, optimization, and results. Using internal reporting dashboards, the strategist selects campaigns for review based on performance gaps or responds to requests from Sales and Brand Management. The work primarily involves SEM while also exploring diversification across other advertising platforms. The strategist is accountable for ensuring recommended changes are implemented correctly, either directly or through client success managers, and for regularly reviewing performance and communicating insights and recommendations to internal and external stakeholders. This is an individual contributor position with no direct reports. The strategist owns strategic elements of client relationships, while existing managers retain responsibility for people management and execution disciplines. The role also collaborates with cross-functional teams, stays informed about changes in search and digital marketing, and supports training and search proposals for new brands and opportunities.

Requirements

At least 5 years of experience in the digital space, in an agency environment or an equivalent in-house role.
At least 5 years of hands-on SEM optimization experience, including building PPC campaigns from the ground up and managing them directly.
In-depth knowledge of the Google Ad Platform.
Expert knowledge and understanding of SEM, with advanced knowledge of search impacts on social, email marketing, and display, and understanding of new media consumer behaviors and trends.
Advanced knowledge of shopping ads and paid search ads outside search engine platforms, such as Yelp and Amazon.
Knowledge of Google Data Studio and/or other reporting platforms, including the ability to derive an advertising narrative from metrics.
Ability to distill information in Microsoft Excel.
Exceptional written and verbal communication skills, including the ability to explain complex digital and search concepts effectively.
Ability to lead discussions about strategic recommendations or campaign performance in critical in-person meetings.
Strong time-management and organizational skills, attention to detail, and creative thinking.
Ability to collaborate across functions and navigate multiple organizational teams.
Ability to manage heavy workloads and rapidly shift priorities based on organizational needs.
Applicants must be authorized to work in the applicable location.

Responsibilities

Develop and execute SEM and paid search strategies aligned with client goals and objectives.
Conduct keyword research to identify high-value keywords and phrases for organic and paid search campaigns.
Oversee paid search campaigns, including budget management, ad copywriting, bid optimization, and performance tracking.
Monitor and analyze performance metrics using Google Analytics, Google Ads, and internal software; provide reports to internal and external stakeholders.
Stay current with industry trends, algorithm updates, and search marketing best practices.
Conduct competitive analysis to identify opportunities and threats.
Collaborate with web development and UX teams to improve landing pages and user experiences and increase conversion rates.
Manage search marketing budgets and allocate spending to maximize ROI.
Collaborate with sales, post-sales, creative, data science, customer experience, and other departments to align search marketing with broader business objectives.
Identify improvement opportunities, conduct A/B testing, and implement optimization strategies.
Analyze campaign performance and account health, provide proactive commentary, and recommend changes to achieve benchmarks.
Plan and coordinate meetings with clients and internal teams to communicate strategic recommendations and explain campaign performance changes.
Examine campaign goals and make recommendations to improve results.
Partner with Data Science to develop complementary reporting for campaign performance insights when needed.
Stay current with evolving digital marketing concepts, especially search, and develop and facilitate team training.
Advise on and help construct search proposals for new brands and RFPs, and address identified gaps in existing campaigns.
Ensure strategic recommendations are implemented correctly, directly or by delegating tasks to associated client success managers.
Share results with internal and external clients using reporting tools to communicate insights and recommendations.
Lead discussions about strategic recommendations and campaign performance in critical in-person meetings, including quarterly business reviews, annual reviews, and save efforts.
Identify product diversification, revenue retention, and expansion opportunities; recommend and facilitate remediation for distressed accounts or clients lacking strategic direction.
Coordinate professionally with internal teams and drive urgency to support smooth, on-time deliverables and external client commitments.