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Analyst, Digital Marketing, Organic Search
4 months ago
JOB OVERVIEW:
The Analyst, Digital Marketing, Organic Search plays a key role on the Darden Digital Media team working with internal partners including Digital Brand Managers, Brand Stakeholders; Media Strategy & Analytics, Digital Properties, Information Technology, and Enterprise Digital Marketing (EDM), to develop and execute Organic Search strategies across all Darden Brands in partnership with external partners (Google, Bing, Yext, Apple, Yelp, OpenTable and other restaurant directories). This individual serves as the SEO subject matter expert within the organization to help lead and manage our presence across Organic Search to facilitate channel best practices helping ensure a strong digital experience for our guests.
ROLES AND RESPONSIBILITIES:
-Develops and executes organic search optimizations, helping lead integration of SEO with Local Search and Directories into achieving brand marketing objectives.
-Sets and maintains strategies and KPIs with regards to SEO ensuring optimal performance for organic search.
-Helps manage restaurant data across a variety of external platforms and publishers to ensure accurate information is being presented to our guests within organic listings with focus on Yext, Google My Business (GMB), Bing Places, Apple Maps, and Yelp.
-Maintains and grows relationships with key enterprise digital partners (e.g., 3rd parties such as Yext, Google, Yelp, Open Table, etc.).
-Serves as stakeholder for digital marketing impact for IT / marketing technology development on web and mobile sites and mobile applications to safeguard working media investment across all Paid channels.
-Researches and influences Darden brands' content, menu marketing, and restaurant location marketing through analysis of search data to capitalize on food and restaurant trends to drive media activation and broader marketing decisions.
-Produces clear and concise strategic recommendations for Brand, IT, and Digital Marketing teams from information garnered in Organic Search audits, website traffic reports, keyword analysis, and via common industry tools.
-Develops and documents processes for best-in-class organic search leveraging tools such as: Screaming Frog, SEMRush, Local Falcon, Google Search Console, Google Ads, Google My Business, Google Trends, and more.
REQUIRED TECHNICAL SKILLS:
-1-2 years of experience in owned and earned digital marketing with a specialized focus in Organic Search (SEO).
-Experience should include developing and supporting digital marketing strategies and managing digital content through the lens of SEO.
-Knowledge of current digital consumer and industry behaviors trends, attitudes, preferences, and needs required
-Familiarity and experience with fundamental site architecture as it impacts and influences search engine and digital marketing. (e.g. HTML, CSS, XML, JavaScript, DNS)
-Excellent written and verbal communication skills required.
REQUIRED EDUCATION:
-Bachelor's degree in marketing, business, or a related field
KEY QUALIFICATIONS:
-Previous experience working on cross-functional teams
-Demonstrated proficiency in organizing and planning projects
-Proven track record of results orientation
-Strong analytical skills, including the ability to assess data and draw key consumer, brand, and competitive insights
-Proven ability to work in a fast-paced team environment
-Ability to collaborate with a variety of different business partners, both internal and external
-Knowledge of Paid Media and Advertising
-Ability to travel up to 5%
PREFERRED SKILLS AND EXPERIENCE:
-Experience with Yext, Google My Business, Google Webmaster Tools, Google Ads, Google Data Studio, Bing Webmaster Tools, Bing Ads, Apple Business Connect, SEMRush, Local Falcon, Screaming Frog, Adobe Analytics, Yelp, Waze, OpenTable, and TripAdvisor
-Understanding of basic HTML/CSS
-Knowledge of current consumer and industry behaviors, trends, attitudes, preferences, and needs preferred
-Experience in and/or heavy interest in restaurant industry
