SEM Specialist

SEM Specialist

Vacancy expired!

Canyon is the world's leading manufacturer of road, mountain, triathlon, urban and fitness bikes. Our direct to consumer approach and desire to inspire riders to ride sets us apart from our competitors in the cycling world. Constantly exploring new paths enables us to stay ahead of the game and drives us forwards as a pioneer in our industry. Now more than ever, we are on the lookout for talented individuals who are prepared help us shape the future of cycling through positive customer experience.

Position Summary
Focused new customer acquisition and retention through both paid and organic channels, the Search Engine Marketing (SEM) Specialist is responsible for driving traffic and ROI via paid customer acquisition tactics. This is accomplished through the direct, implementation and optimization of Canyon USA's Search Engine Advertising (SEA) and Search Engine Optimization (SEO) strategies. As the ideal candidate, you have proven mastery of Google and Microsoft’s suite of advertising tools as well as deep experience with paid advertising on various social platforms including Facebook, Instagram, TikTok, and Youtube. Working closely with the Digital Marketing Manager and Canyon's Global Digital Team, you will drive our in-house SEM efforts by identifying optimization opportunities throughout the entire marketing funnel while managing the deployment of paid campaigns across a variety of channels. You will be a key team member in a highly collaborative environment where marketing, customer service, and product management teams work together to support our core objectives and strive to continuously improve on Canyon's performance in the cycling market place. You are passionate about digital marketing, analytical and innovative in your approach to acquiring and engaging customers, and passionate about our brand.

Summary of Role and Responsibilities

• Drive Canyon's hands-on day to day paid search campaign strategy and execution for the US market.
• Maintain the paid search budget and work with the US Digital Marketing Manager and Canyon HQ in order to maximize ROI, drive traffic, and earn customers.
• Guide all of Canyon USA's daily paid activity from strategy to campaign execution across all channels including, Google, Bing, Partner Platforms, and Social Platforms
• Perform ongoing paid keyword discovery, expansion, and optimization.
• Increase CTR with compelling ad copy enhancements and creation.
• Constantly analyze campaign performance to inform optimization efforts and management needs.
• Develop new growth campaigns: understand our customer funnel, manage bid strategy, drive keyword expansion and optimization, embrace a/b testing and reporting.
• Leverage data to make better decisions for paid and organic search and provide actionable omni-channel insights.
• Work with the data analysts at Canyon HQ to understand Canyon's target audiences and build out profiles and engagement strategies based on this knowledge.
• Identify and deploy SEO updates (meta-descriptions, page titles, image/alt titles, URLs, SERPs, etc) to maximize Canyon's organic search ranking for brand and non-brand keywords.
• Propose on-site and off-site optimization recommendations and implement them using best practices and test-and-learn initiatives to optimize performance.
• Drive profitability via growth, optimization, creative testing and landing page testing by setting clear expectations and roadmap to achieve SEM KPIs that drive qualified traffic acquisition.
• Conduct competitive analysis and market research on a daily, weekly, monthly cycle.

Preferred Education, Knowledge, Skills and Abilities

:

• 3-5 Years of experience managing paid channels in a customer focused DtC or agency environment.
• Working SEO knowledge preferred, with an understanding of both content development and technical implementation.
• Proficiency in SEA platforms such as SA360, Google Adwords and Bing Ads with in-depth knowledge of best practices for campaign structure, bid types and optimization, keywords. Bonus for experience with Display and Paid Social
• Familiarity with different attribution methodologies and different measurement approaches (e.g. LTV, ROAS) as well as online-to-offline measurement, and a strong POV on the optimal ways to measure SEM.
• Have a global mindset and have managed campaigns across multiple geographies
• Up-to-date knowledge about techniques and changes in the search landscape and the tools that support effective search marketing.
• Working familiarity with Google Search Console, Sistrix or other keyword analytics tools.
• Strong collaboration skills to work with interdepartmental disciplines.
• Demonstrable project management experience and skills.
• Expertise in digital communications including web, email, social media, mobile – and more.
• Outstanding written and verbal communication skills.
• Passion for all things cycling a plus!

Work Environment
Work is performed within an office environment, with standard office equipment available.
Position requires up to 20% of travel both domestically and internationally. Passport is required for this position.
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this Job, the employee is regularly required to sit for extended periods of time; use hands to finger, handle, or feel the computer; reach with hands and arms and talk or hear. The employee must occasionally lift and/or move up to 30 pounds.