Michelin North America
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Job Location: Greenville, South Carolina
Job Type: Full-time
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MISSION
Facilitate the development and maintenance of a comprehensive search strategy and policy for TCAR. Manage and execute the search marketing and search optimization program including purchasing paid search on behalf of and across all brands as well as local search programs offered to customers. Understand and analyze consumer search behavior in order to provide to the Marketing team the crucial opportunity/reach in the purchase cycle that will lead to purchase while enhancing the positive Brand experience.
KEY EXPECTED RESULTS
1. Formalized search strategy and policy.
2. Cost effective and well managed search buys on behalf of brands and customers.
3. Leadership for initiatives to enhance organic search results.
4. Well managed relationships with outside search agencies, experts and consultants.
5. Technical review and recommendations for search related improvements for site evolutions.
6. Detailed analysis on marketing search results using key metrics (conversion rate, cost per click, cost per conversion, impressions, click thru rate, etc. Ensure that search tool remains connected to the Consumer target
7. Monitoring, testing, and analyzing messaging leading to increased click/impression ratios.
8. Monitoring and reacting to competitor and customer search activity on the web.
9. Consultation to Marketing Communications in order to help them tailor the Marketing Strategy to enhance the consumer search experience
KPIs
1. Managing paid search budget to ensure goals are met cost effectively.
2. Manage paid search program success through bidding strategies and effective key word management pay per click.
3. Perform against traffic: indexing, and ranking goals.
4. Successful consulting and advice on enhancements and emerging programs to ensure early success related to search performance.
MAIN ACTIVITIES/RESPONSABILITIES
• Work with external search agencies to place search buys on behalf of Michelin Passenger and Light Truck business unit, our customers and potentially our wholesale distribution company, TCI. (est. total budget of $3-6M/yr)
• Actively test and analyze tags, keywords, copy, landing pages and links to increase ROI and drive incremental traffic and sales.
• Administer, in conjunction with our outside agency, the local search program offered to our customers and funded through customer co-op advertising budgets.
• Provide search related input and consultation on evolution of sites, content and also on strategic ebusiness initiatives.
• Analyze search performance and monitor search activity. Develop and maintain related KPIs. Measure process effectiveness and online search ROI. Work in conjunction with web analytics team to develop and implement standard search analytics and reporting.
• Identify areas of opportunity and recommend ways to increase program performance, including increasing revenue and new customer acquisition, while lowering cost per acquisition.
• Act as an internal reference and expert on search concepts and techniques. Monitor search market trends, benchmarks, and competitive environment Monitor and recommend reactions to competitor and/or customer search activity. Communicate and educate our eBusiness, Marketing and Sales teams as well as our Customers on those concepts.
REQUIREMENTS
• Expert in Search Engine Advertising, including Google, Yahoo, MSN/Live/Bing, etc. and Web site Conversion Metrics (CPM, CTR, CPC, CPL, CPA)
• Knowledge of paid search listing providers, tracking tools, bid-management systems and keyword development tools.
• Well developed understanding of search related web analytics and related tools.
• Knowledge of SEO/SEM methods, best practices and search engine algorithms, including national and local search.
• Experience with optimizing Search Engine Marketing campaigns through ad copy, campaign structure, geo targeting, keyword, match type, and landing page optimization.
• Experience managing outside search agencies.
• Experience managing budgets and ROI optimization.
• Results-focused approach
• Proven analytical and deductive reasoning skills.
• Proactive and self-motivated work style with proven ability to manage multiple projects and changing priorities
• Ability to work effectively in a team-oriented environment
• Strong and effective communication (both written & oral), negotiation, and interpersonal skills
QUALIFICATION
• Bachelor’s Degree required. Technical or Marketing preferred. MBA a plus. Minimum 5-7 years related experience.
• 3+ years in an online marketing role with responsibility for paid and organic search across multiple constituencies (brand, organizations, customers, etc.) at the national and local level.
How To Apply:
To apply for this position, please go to the web site below and fill out the application.
Click Here to Apply
Michelin North America
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Michelin is an Equal Opportunity Employer.
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