Digital Advertising Specialist

3 weeks ago

Birmingham AL, United States EBSCO Industries, Inc. Full time
Job Summary

The Digital Advertising Specialist will lead paid advertising efforts to optimize existing performance, identify new audiences, and develop sales growth opportunities across a range of platforms for EBSCO Industries, Inc. 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 EBSCO Industries, Inc. 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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