Sr. Search Strategist

LocaliQ; United States; Presencial; USD 70.000 - 85.000; Jornada completa

Descripción de la vacante

USA TODAY Co., Inc. via LocaliQ is seeking a Senior Paid Search Strategist to lead SEM and paid search initiatives for multiple brands.

You will own discovery, implementation, optimization, and results across campaigns, collaborating with Sales, Brand Management, and data teams to drive client success. The role emphasizes expert SEM knowledge, shopping ads, and cross-functional collaboration, with accountability for strategy, reporting, and ROI optimization across a dynamic digital marketing

Formación

• Applied experience in SEM at an expert level with advanced knowledge of shopping ads and paid search ads outside of search engine platforms.
• Cross-functional skills spanning Advertising Strategy, Project Management, Technology, Attention to detail, Consumer Insights Analytics, and Data‑Driven Decisions.
• 5+ years of experience in the digital space, in an agency environment, or in-house equivalent.
• 5+ years of hands-on SEM optimization experience – building PPC campaigns from the ground up and managing them directly– with in-depth knowledge of Google Ad Platform.

Responsabilidades

• Develop and execute effective SEM and paid search strategies aligned with clients’ goals and objectives.
• Conduct in-depth keyword research to identify high-value keywords and phrases for both 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 tools like Google Analytics, Google Ads, and internal software, and provide regular reports to external and internal stakeholders.
• Stay current with industry trends, algorithm updates, and best practices in search marketing to ensure compliance and effectiveness.
• Conduct competitive analysis to identify opportunities and threats in the search marketing landscape.
• Collaborate with client or internal web development and UX teams to optimize landing pages and user experiences for improved conversion rates.
• Manage the search marketing budget, allocating effectively to maximize ROI.
• Foster cross-functional collaboration with other departments, such as sales, post-sales, creative, data science, customer experience and others, to integrate search marketing efforts with broader business objectives.
• Identify areas for improvement, conduct A/B testing, and implement optimization strategies to enhance clients’ SEM performance.

Conocimientos

Creative thinker

Time management

Organizational skills

Attention to detail

Cross-functional collaboration

SEM optimization

Google Ads

Google Analytics

Google Data Studio

Excel

Herramientas

Google Analytics

Google Ads

Google Data Studio

Excel

Descripción del empleo

• Advertising Strategy

USA TODAY Co., Inc. is a diversified media company with expansive reach at the national and local level dedicated to empowering and enriching communities. We seek to inspire, inform, and connect audiences as a sustainable, growth focused media and digital marketing solutions company. Through our trusted brands, including the USA TODAY NETWORK, comprised of the national publication, USA TODAY, and local media organizations, including our network of local properties, in the United States, and Newsquest, a wholly-owned subsidiary operating in the United Kingdom, we provide essential journalism, local content, and digital experiences to audiences and businesses. We deliver high-quality, trusted content with a commitment to balanced, unbiased journalism, where and when consumers want to engage. Our digital marketing solutions brand, LocaliQ, supports small and medium-sized businesses with innovative digital marketing products and solutions. USA TODAY Co. open roles are featured on various external job boards.

If you are a California resident, you acknowledge that by applying for a job with us, this California Job Applicant Privacy Notice will apply to our collection, use, and disclosure of your personal information.

About The Job

The Senior Paid Search Strategist will focus efforts around four core functions:

• Discovery
• Implementation
• Optimization
• Results
• Leveraging our in-house reporting dashboards, you will identify and select campaigns to review based on shortfalls you see from established client expectations. In other circumstances, cases will come directly to you from our Sales and Brand Management team, soliciting your advice on recommendations to correct campaign performance. Some brands will be existing, while new, large brands will also be folded in as they are closed by our sales team.
• Our brands today are primarily focused on SEM, and you will work to ensure that this tactic is delivering stellar results across each brand and account within the brand, while helping to partner with colleagues to make strategic recommendations on how to diversify this approach through other advertising platforms.
• Recommended changes will then be implemented. Whether helping implement the changes directly or delegating tasks to associated client success managers attached to the brands, you will be accountable for ensuring implementation is completed correctly. From there, continuous optimization will occur with consistent reviews that you will conduct leveraging reporting tools to help tell the story to clients.
• Results will then be shared with internal and external clients. Using the same reporting platforms, we will share results and format it in such a way that it tells a story and provides clients valuable insights and recommendations.
• This is an individual contributor role with no direct reports and will own the strategic elements of the client relationship while the current/existing managers will own people management of teams and execution disciplines.

Expectations

You must have applied experience in SEM at an expert level, with an advanced knowledge of shopping ads and paid search ads outside of search engine platforms, such as Yelp and Amazon. You should also have a cross-section of skills spanning:

• Advertising Strategy
• Project Management
• Technology
• Attention to detail
• Consumer InsightsAnalytics
• Implementation of Data -Driven Decisions

Responsibilities

Day-to-Day:

• Develop and execute effective SEM and paid search strategies that align with clients’ goals and objectives.
• Conduct in-depth keyword research to identify high-value keywords and phrases for both 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 tools like Google Analytics, Google Ads, and internal software, and provide regular reports to external and internal stakeholders.
• Stay current with industry trends, algorithm updates, and best practices in search marketing to ensure compliance and effectiveness.
• Conduct competitive analysis to identify opportunities and threats in the search marketing landscape.
• Collaborate with client or internal web development and UX teams to optimize landing pages and user experiences for improved conversion rates.
• Manage the search marketing budget, allocating effectively to maximize ROI.
• Foster cross-functional collaboration with other departments, such as sales, post-sales, creative, data science, customer experience and others, to integrate search marketing efforts with broader business objectives.
• Identify areas for improvement, conduct A/B testing, and implement optimization strategies to enhance clients’ SEM performance.

Strategy

• Digital Strategy - Act as an advisor, analyzing current campaigns, the results, the set up, and recommending modifications needed to help achieve set benchmarks. Provide proactive commentary on the overall health of an account, drive strategy, and actively make recommendations as appropriate.
• Plan & coordination meetings with clients, and internal teams to ensure all strategic recommendations are shared, along with the campaign story of performance changes.
• Dive deep into campaign goals and make recommendations to help achieve results
• Partner with Data Science to build complementing reporting aspects related to campaign performance insights where needed.

Product

• Evolving Digital Marketing Landscape - Stay abreast of new and evolving digital marketing concepts, specifically related to Search, and develop and facilitate training sessions for team members to understand the evolving digital marketing concepts.
• Help to advise, even construct, Search proposals for new brands/RFPs or through the identified gaps in existing campaigns

Key Qualifications

• Creative thinker with strong time management and organizational skills with exceptional attention to detail
• Ability to lead the discussions related to strategic recommendations or campaign performance in critical in-person meetings including quarterly business reviews, annual reviews, or save efforts.
• Willingness to collaborate cross functionally and navigate effectively through multiple functions in the organization Ability to manage heavy workloads with flexibility to rapidly shift priorities based on organizational needs
• 5+ years of experience in the digital space, in an agency environment, or in-house equivalent
• 5+ years of hands‑on SEM optimization experience – building PPC campaigns from the ground up and managing them directly– with in-depth knowledge of Google Ad Platform
• Exceptional written and verbal communication skills with the ability to effectively communicate complex digital/search concepts
• Expert knowledge and understanding of SEM, with advanced knowledge search impacts on social, email marketing, display, and an understanding of new media consumer behaviors and trends.
• Knowledge of Google Data Studio and/or other reporting platforms, with ability to determine advertising “story” from metrics.
• Ability to distill information within Microsoft Excel

Performance Measurements Include (but Are Not Limited To)

• Ability to connect professionally with other teams to ensure smooth and on-time deliverables
• Ability to drive urgency with internal teams to meet & exceed external client commitments
• Ability to identify product diversification, revenue retention and expansion opportunities
• Ability to make recommendations and facilitate remediation efforts for distressed accounts or clients that lack strategic direction (the latter especially applicable to new brands)

#LOCALiQ

The annualized base salary for this role will be $70 000,00 - $85,000.00. Variable compensation is not reflected in these figures and based on the role, may be applicable. Exact compensation may vary based on skills, experience, location, and union representation, if applicable.

USA TODAY Co., Inc. is a proud equal opportunity employer committed to building and maintaining a diverse workforce. As such, we will consider all qualified applicants for employment and do not discriminate in connection with employment decisions on the basis of an applicant or employee’s race, color, national origin, ethnicity, ancestry, citizenship status, sex, gender, gender identity, gender expression, religion, age, marital status, personal appearance (including height and weight), sexual orientation, family responsibilities, physical or mental disability, medical condition, pregnancy status (including childbirth, breastfeeding or related medical conditions), education, genetic characteristics or information, political affiliation, military or veteran status or other classifications protected by applicable federal, state and local laws in the jurisdictions where USA TODAY Co. employs employees.