Search Marketing Manager

Overview and scope of job role:

We are seeking a driven and experienced Search Marketing Manager to lead our search engine marketing initiatives. The Search Marketing Manager will play a critical role in developing and executing strategies to optimize our online visibility, drive qualified traffic, and enhance our search engine performance. The ideal candidate should possess a deep understanding of PPC & SEO, stay current with industry trends, and have a proven track record of achieving measurable results.

Key responsibilities and accountabilities:

1. Search Strategy Development:

a. Lead the development and execution of comprehensive search engine marketing strategies to increase organic & paid search rankings and visibility across all major search engines.

b. Oversee the identification of target keywords and optimization of website content for improved organic search performance (via both internal & external teams).

2. Training & Development:

a. Skill Enhancement: Assessing the skill levels of team members and identifying areas for improvement. Provide targeted training sessions, workshops, and resources to enhance their expertise in various aspects of search marketing.

b. Industry Education: Keeping the team updated on the latest trends, algorithm changes, and emerging technologies in the search marketing landscape. Facilitate continuous learning through regular knowledge-sharing sessions.

c. Cross-Functional Collaboration: Promoting collaboration between the search marketing team and other departments, such as content, design, and development. Facilitate knowledge-sharing and joint initiatives that contribute to cohesive marketing strategies.

3. Paid Search Campaigns:

a. Manage the team responsible for pay-per-click (PPC) advertising.

b. Provide guidance and direction to optimize campaign performance and enhance ROI.

4. Third-Party Agency Management:

a. Collaborate with external agencies for PR, link building, technical SEO, and content development.

b. Maintain strong relationships with agency partners, ensuring alignment with our search marketing goals.

5. Analytics and Reporting:

a. Utilise web analytics tools to track, measure, and review key performance indicators (KPIs) related to search engine marketing efforts.

b. Provide regular reports and insights to demonstrate the impact of search marketing initiatives on business goals.

6. Competitive Analysis:

a. Conduct ongoing competitive analysis to identify opportunities and trends within the search landscape.

7. Budget Management:

a. Oversee the management of the search marketing budget, ensuring effective allocation of resources to different campaigns and channels for maximum impact.

8. Collaboration and Leadership:

a. Work closely with cross-functional teams, including content, design, development, and marketing, to align search strategies with broader marketing initiatives.

b. Lead and manage the search marketing team, providing mentorship, guidance, and performance evaluation.

Qualifications & Skills

- Proven experience as a Search Marketing Manager or similar leadership role with a focus on SEO and PPC campaigns.

- In-depth knowledge of search engine algorithms, ranking factors, and industry best practices.

- Proficiency in using SEO tools such as Google Analytics, Google Search Console, SEMrush, Moz, or similar platforms.

- Experience with PPC platforms (Google Ads, Bing Ads, etc.) and bid management tools.

- Strong analytical skills to interpret data and provide actionable insights.