What began in 1980 as a one-store retail operation in Madison County, VA is today's Plow & Hearth. a national mail order catalog, Internet, and retail company.
P.O. Box 5000 - Madison, VA 22727
Madison, Virginia
Corporate Offices
Create strategy for organic site optimization and grow and develop affiliate network and SEM programs, emphasizing increased profitability of all efforts.
Affiliate, Organic Search & Search Market Strategic Planning & Management Tasks
Define search strategy, ensuring that SEM and SEO strategies are complementary, maximize traffic and sales, while minimizing cost. Define roadmap for SEO success and works cross-functionally to ensure support for key SEO initiatives. Determine SEM strategy and oversees execution
Present recommendations and campaign rationale to direct manager
Manage online marketing budget for search, forecasting monthly goals and ensuring they are achieved
Manage reporting and analysis of metrics, and communicate key performance trends within the organization. Perform data analysis, as needed, to problem solve and identify trends and opportunities.
Maintenance and Optimization
Balance 3rd party campaign management tools, such as Mercent and LinkShare with human optimization to drive maximum efficiency without using the 3rd party managed services
Partner with our site backend admin to construct and test landing pages and promotional offers
Develop SEM copy to determine the most effective creative layout for search campaigns
Test and revise tests for more thorough, effective continued strategies for improvement
Assess risks and cannibalization factors from other digital media campaigns and work closely with the affiliate marketing specialist to recommend the appropriate guidelines for affiliates and partners for their bidding strategies
Create, execute and manage banner, retargeting, PPC & Organic Search strategies and programs to maximize the performance and profitability of corporate sites. Ensure that programs work in tandem with other channels
Provide budgeting and forecasting to support SEM, online media campaigns, and Affiliate programs
Identify new projects and testing opportunities to improve rankings and traffic
Lead all aspects of search marketing, including program development, expansion, optimization, reporting, forecasting, bid management and budgeting
Research, analyze and monitor industry trends and best practices as well as competitive, technological and demographic factors so that market opportunities may be capitalized on and the effects of competitive activity may be minimized
Manage and refine Organic Search strategies to increase qualified natural search engine rankings
Build out specific recommendations to optimize site architecture, title tags, meta data, URL structure, and alternate directories
Proactively and continuously analyze websites to provide detailed Organic Search recommendations that improve indexing and rankings in all major search engines
Write requirements documents for Organic Search and business development projects
Serve as a subject matter expert to the Enterprise working directly with Corporate Marketing and Product Management teams to educate/implement proven tactics of merging Organic Search-friendly copy that meets marketing/branding objectives
Work with Product Merchants and eMarketing team to increase conversions and AOV through development and testing of custom landing pages and optimization of product detail pages
Continually optimize, segment and group for testing keyword lists, including management of additions and deletions coinciding with seasonal merchandising and product line expansion. Analyze keyword performance, placements and creative to enhance and optimize results
Lead the creative development and optimization of ad copy and landing pages
Analyze program performance and report on their efficacy and success to the businesses
Management & Leadership
Manages and inspires by providing training, mentorship, career development and growth opportunities.
Monitors team workload, project prioritization and execution and establishes traffic and investment goals, monitoring the team performance against those goals.
Raises awareness and promotes team efforts and accomplishments within the organization.
Qualifications
Bachelors degree in Business Administration/Marketing or related area
Preferably, 3+ years experience working in an SEM institution, providing managed services to clients
3 years experience developing and optimizing online search marketing strategies and search engine optimization competencies, working with paid media engines or 3rd parties, like Google, Yahoo, Mercent, Channel Advisor, Shopzilla, etc.
3 years experience managing Organic Search optimization
Excellent knowledge of Google Analytics, Coremetrics, or Hitwise, combined with advanced Excel, database, and presentations skills
Experience with advanced campaign optimization tactics such as business rule implementation, A/B Testing, Multivariate Testing
3 years experience reporting and analyzing metrics, and producing measurable results
3 years experience communicating key performance trends within an organization and to senior management
1-2 years people management experience
Intermediate project management skills, to include determining project scope, creating project plans, and managing a project lifecycle
Experience / accountability managing large marketing budgets
The Web Analytics and Email Campaign Manager will be responsible for managing and creating assumptions based on sales/customer/product analytics and providing the optimal guide to navigation, product and category association to the Web Merchandising team. Responsible for customer list management, segmentation and scheduling of emails.
Essential Duties and Responsibilities:
Duties and responsibilities of the position include but are not limited to the following:
Develop best practices in creating funnels, implementing code snippets, and managing the programs for optimal web analytics data
Utilize customer list management skills for A/B testing, segmenting, and the development of opportunities to discover best marketing practices within each customer segment
Deliver a clean and clear category navigation on the site via strategic vision
Use analytics to understand site paths and create opportunities for better site navigation and traffic
Work closely with Ecommerce team in order to establish clear focus on our internal goals in categorization and product features as well as to balance this against customer behavior and customer online shopping goals
Manage 13,000+ skus throughout the site for optimal product placement and navigation
Manage and understand our customer base, our product line, and our sales data more in-depth
Using the learnings from the analytics for both online and offline data, the candidate should be able to create clear strategies in relation to product management, product and sales promotions, product categorization and product management
Clearly define customer segmented lists for all brand email campaigns via management of lists for deduping, optimal measurement and send practices, and best testing scenarios.
Develop strategy and continually modifies it accordingly for ongoing excellence in product content mapping throughout the site and in email for highest conversion opportunities
Qualifications
The requirements listed below represent the minimum knowledge, skill, and/or ability required, to perform job function:
BS in Statistics, Analytics, Math or Marketing preferred
3+ years previous experience with eCommerce sites and working with product content, navigation, or categorization
Significant experience working with complex Microsoft Excel formulas and can easily and quickly manage massive data tables
3+ years analytics background specifically working with web analytics to develop modeling for product, promotion, and customers ideally in platforms such as Google Analytics, Omniture, Coremetrics or similar platform
Experience with Google Analytics, Hitwise, Coremetrics, Omniture, or other online analytics tools required
Experience with CheetahMail, E.Piphany, or other email campaign management tools a plus
Proficient in Microsoft Excel and Access
Excellent data management skills
Excellent modeling and testing abilities
Strong work management skills
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