Senior Digital Marketing Manager

The Senior Digital Marketing Manager – Search will work closely with the VP of Digital Marketing to drive acquisition efforts through the search, social and display channels. This key position requires a successful search marketing track record, strong analytical skills and a relentless focus on continuous optimization and ROI.

As a member of the Perdoceo Corporation digital marketing team this position is responsible for overseeing the implementation, execution and day-to-day management of acquisition efforts by partnering closely with our outside media agency and vendors.  The Sr. Manager should have a combination of advertising, content and analytics skills in order to fuel efficient demand-gen performance while reaching strict monthly business goals across multiple organizations.  The Sr. Manager plays an integral role across the organization and builds relationships with internal teams; including Brand, Content, Compliance and Information Technology teams.

DUTIES & RESPONSIBILITIES

Paid Search

• Working closely with agency and vendor partners on the creation, management,

and optimization of the paid search portfolio; collaborate with agency on budgets, media mix and performance forecasting.

• Continuously test ad text, creative and landing pages across multiple formats

and platforms to maximize/influence outcomes and conversion.

• Define KPIs across the funnel; utilize appropriate metrics to measure success

and provide feedback to key stakeholders. Make recommendations to improve existing campaigns and explore new strategies to create new campaigns.

• Analyze campaigns using large amounts of data; identify trends, opportunities

and issues, in order to quickly drive changes and enhancements.

• Partner with analytics team to understand overall acquisition, retention and

lifetime value across all segments; develop clear strategies aligned to insights and opportunities.

• Harness internal data as well as 1st and 3rd party targeting options

available on various platforms to identify and hone in on key consumer segments.

• Stay abreast of the digital marketing landscape; research and communicate

important industry trends, alpha/beta opportunities, platform and algorithm updates.

Display/Social

• Lead paid social and display marketing strategies from conception to

execution, optimization and post campaign analysis.

• Plan and manage large scale campaigns on social and display platforms

(Facebook, Instagram, DBM, YouTube, LinkedIn, etc.) working within the native tools on each platform to execute and optimize campaigns.

• Create and refine audience segments for campaigns based on the evaluation of

key metrics including: impressions, conversion and retention; identify new media placements for testing and targeting.

• Collaborate with both the content team and agency partners to identify

creative needs across each school.

Organic Search (SEO)

• Conduct keyword research and keyword hierarchy development to grow

domain/page authority.

• Develop keyword targeting, keyword density, landing page optimization, meta

and crosslinking. Research keywords to define website content plan.

• Measure rankings and retool tactics based on an array of reporting tools.
• Continually report to the organization on website search performance

including the effect on KPIs; including Ranking, Traffic, CTR, Conversion, and CPA.

• Monitor overall site and page health to enhance underlying code base in order

to increase index-ability of website. Identify and manage crawl errors, sitemaps, site speed issues, and any other technical issue that can affect the website.

Required Qualifications:

• Bachelor’s degree in business, marketing, information technology or relevant

degree.

• Minimum 6 years of search or performance based marketing experience; agency

experience a plus.

• Superior organizational skills to establish/maintain productive

cross-functional relationships in a collaborative team-based environment.

• Excellent written and verbal communication skills (including presentation and

facilitation)

• Ability to work in a fast-paced, results and deadline driven environment.
• Proven expert in Search Ads, Microsoft Ads, Facebook Business Manager,
• LinkedIn Ads and other leading advertising platforms. Familiarity with bid

automation practices and tools a plus.

• Experience leading relationships with external agencies and partners.
• Experience with content management systems (CMS).
• Experience with data visualization tools. IE Tableau, Datorama, Excel, Domo.
• Experience with Tag Management, Ad Serving/pixel technology.
• Experience with Google Analytics, Google Search Console, Lighthouse and Page

Speed Insights.