Digital Advertising Specialist

4 days ago

Birmingham, Alabama, United States EBSCO Full time

At EBSCO, we are a leader in producing game calls, scents, attractants, game feeders, game cameras, tree stands, and fishing lures. Our brands include Moultrie, Summit, Knight & Hale, Code Blue, Texas Hunter Products, and Whitetail Institute. We are seeking a Digital Advertising Specialist to lead paid advertising efforts to optimize existing performance, identify new audiences, and develop sales growth opportunities across a range of platforms.

Job Summary

The Digital Advertising Specialist will be responsible for managing Amazon and direct-to-consumer advertising account strategies, revenue growth, profitability, and operational execution plans. This role requires extensive experience in search engine marketing, Amazon Advertising, and web analysis tools, as well as a proven track record of managing multiple accounts and growing sales.

Key Responsibilities
  • Owns Amazon Marketing Services
  • Oversee and optimize Google Ads and Bing Ads campaigns for direct-to-consumer e-commerce brands
  • Develop, execute, and maintain multiple SEO strategy plans
  • Manage account budgets across all channels, ensuring monthly spend aligns with allocated budgets and financial goals
  • Develop and implement test strategies (inclusive of, but not limited to: asset groups, bidding, copy, placements, etc.)
  • Utilize software programs to conduct comprehensive keyword research and gather competitor insights, informing and enhancing the strategy for future advertising campaigns
  • Manage other digital campaigns such as YouTube, display, and remarketing/retargeting
  • Explore and make recommendations on new advertising platforms, services, and tools
  • Daily campaign optimization and reporting on campaign performance and KPIs
  • Evaluate data and feedback from key eCommerce accounts and internal teams to further iterate and evolve our digital product offerings
  • Evaluates competitive benchmarks and drives improvements to PRADCO online web strategy
  • Collaborates with Marketing team on design/development of assets that support sales on both owned and 3rd party e-comm channels
  • Collaborate with other team members to ensure campaigns are aligned with broader promotional calendars and other digital marketing efforts
Requirements
  • B.S. or B.A. from an accredited college/university in Marketing, Business, Data Analytics, or related field
  • A minimum of 2 years' experience-
    • Successfully handling Paid Search, and
    • Managing online campaigns across a variety of vendors (i.e. Google Ads, Bing Ads, Amazon Ads)
  • Mastery of all basic SEM Fundamentals
  • Complete understanding of bid and budget management systems/practices
  • Strong proficiency in Microsoft 365 tools with a concentration in Excel
  • Proven experience with Amazon Vendor Central, DSP, and Amazon Sponsored Ads platforms
  • Proficient in managing Google Merchant Center and analyzing performance metrics through Google Analytics
Essential Job Functions
  • Develops comprehensive and unique digital web strategies to expand customer acquisition & retention channels by maximizing .com traffic, conversion, and retention across multiple brands
  • Responsible for driving sales through direct-to-consumer, Amazon, and other e-comm channels
  • May require sitting for long periods of time in an office environment
Preferred Skills
  • Knowledge of fundamental market research techniques; demonstrated ability to develop research strategies to determine customer requirements and evaluate market competition
  • Deep understanding of best practices for campaign structure and organization across Amazon, Google, and Bing Advertising channels
  • Possess excellent project management track-record: digital advertising
  • Advanced knowledge of Looker Studio; Microsoft Office Suite; Outlook; PowerPoint and Excel
  • Outstanding organizational, interpersonal, and communication (written and verbal) skills
  • Strong analytical and problem-solving skills, results driven
  • Copywriting experience
  • A background in the hunting, fishing, or outdoor sporting goods market is highly preferred

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