Senior Manager, Channel Marketing

Job Description:

SHARED SERVICE SEARCH & FINDABILITY

Interested in joining a growing set of media leaders and search specialists working in financial marketing? In this role, you will be responsible for driving strategy and execution of search engine marketing initiatives that support business units that span the Fidelity enterprise (Fidelity Wealth, Fidelity Brokerage, Workplace Investing, Fidelity Institutional, Asset Management, Fidelity Healthcare Group, and other Enterprise business units). The ideal candidate is passionate about search marketing and has advanced knowledge of SEM, SEO, ASO, AdTech and Privacy in order to drive performance and advance the capability internally.

The Purpose of Your Role

You will lead all aspects of paid search management, including strategy development, budget recommendation, keyword research and selection, ad copy creation, legal review of messaging, and audience strategy. You will manage an external agency team on implementation, bid strategy and optimization. Responsible for the search end-to-end user experiences, you will monitor your in-market campaigns and recommend improvements and experiments according to post click analysis and attributed business results.

You are a critical consultant on SEO relative to the pages your campaigns drive to. Beyond advising on best practice, you will conduct keyword research and page audits to identify opportunities to optimize webpage content that can maximize organic findability.

Partnering with marketing squads for the campaigns you manage, you will collaborate closely with Media, Segment, CKSI, Onsite strategy, Page Developers, Content, and UX to achieve site traffic goals and drive growth for the business.

You maintain a current understanding of consumer search behavior, examining trends, reviewing and analyzing competitor strategies and making recommendations to adapt your strategy accordingly. This candidate is passionate about Paid & SEO search and stays informed on industry trends, platform algorithm changes, and SEM best practices.

The Expertise and Skills You Bring

• 5+ years of experience in Search Marketing and Google Ads certification
• Excellent analytical skills and the ability to interpret data to optimize and inform iterative testing
• Proven experience creating highly targeted campaigns combining 1P audience targeting, in-market audiences and keyword match types to drive qualified traffic to the site
• Strong understanding of search engine platforms, algorithms and ranking factors
• Experience with App Store Optimization (ASO) practices across Google App Campaign and Apple Search Ads
• Firm understanding of metrics; CPC, CTR, ROI, and working with different measurement systems and attribution methodologies
• Proficiency in SEO standards, website content structure, and information architecture
• Experience managing external agencies
• Excellent organizational, project management, and communication skills
• Familiarity with agile principles / working in agile

The Value You Deliver

• Achieve growth in north star KPIs (New Money, New Individuals) and other key metrics, including, but not limited to site traffic, conversion and ROAS
• Ensure paid search investment delivers on true north KPIs New Money, New Individuals
• Ability to support multiple marketing partners simultaneously and remain adaptive to working across varying team styles and workflow
• Collaborate with Comms Strategy to inform the paid search approach as part of the Integrated Communications Strategy
• Represent search and findability efforts within your marketing squad
• Campaign analysis and ability to develop a narrative around, and draw actional insights to further optimize and test
• Stewardship of brand guidelines and brand safety
• Understanding of SEO best practices, meta data, content optimization, schema markup
• Brings best in class knowledge of areas including testing, bidding, ranking factors and audiences

How Your Work Impacts the Organization

The Marketing Domain is the internal marketing organization of Fidelity Investments and is led by the firm s Chief Marketing Officer. The Search team is led by the Head of Paid Media & Search and the search practice ladders to the Head of Marketing and Advertising Channels within this organization. Marketing & Advertising Channels serves as an enterprise capability supporting all divisions of Fidelity, including but not limited to Fidelity Wealth (Retail), Fidelity Brokerage (Retail), Workplace Investing, Fidelity Institutional, Asset Management, Fidelity Healthcare Group.

Company Overview

Fidelity Investments is a privately held company with a mission to strengthen the financial well-being of our clients. We help people invest and plan for their future. We assist companies and non-profit organizations in delivering benefits to their employees. And we provide institutions and independent advisors with investment and technology solutions to help invest their own clients money.

Join Us

At Fidelity, you ll find endless opportunities to build a meaningful career that positively impacts peoples lives, including yours. You can take advantage of flexible benefits that support you through every stage of your career, empowering you to thrive at work and at home. Honored with a Glassdoor Employees Choice Award, we have been recognized by our employees as a top 10 Best Place to Work in 2024. And you don t need a finance background to succeed at Fidelity\u2014we offer a range of opportunities for learning so you can build the career you ve always imagined.

Fidelity's working model blends the best of working offsite with maximizing time together in person to meet associate and business needs. Currently, most hybrid roles require associates to work onsite all business days of one assigned week per four-week period (beginning in September 2024, the requirement will be two full assigned weeks).

At Fidelity, we value honesty, integrity, and the safety of our associates and customers within a heavily regulated industry. Certain roles may require candidates to go through a preliminary credit check during the screening process. Candidates who are presented with a Fidelity offer will need to go through a background investigation, detailed in this document, and may be asked to provide additional documentation as requested. This investigation includes but is not limited to a criminal, civil litigations and regulatory review, employment, education, and credit review (role dependent). These investigations will account for 7 years or more of history, depending on the role. Where permitted by federal or state law, Fidelity will also conduct a pre-employment drug screen, which will review for the following substances: Amphetamines, THC (marijuana), cocaine, opiates, phencyclidine.

We invite you to Find Your Fidelity at fidelitycareers.com.

Fidelity Investments is an equal opportunity employer. We believe that the most effective way to attract, develop and retain a diverse workforce is to build an enduring culture of inclusion and belonging.

Fidelity will reasonably accommodate applicants with disabilities who need adjustments to participate in the application or interview process. To initiate a request for an accommodation, contact the HR Accommodation Team by sending an email to accommodations@fmr.com.