Senior Manager, Paid Search
4 weeks ago
Help shape the future of Canadian retail and make a difference in communities across Canada. As one of the country's largest employers, we provide our colleagues with opportunities to positively impact the lives of Canadians.
What You'll Do:- Strategy Development & Execution
- Develop and execute strategies to drive improved campaign performance and support marketing and digital channel efforts.
- Evaluate current search engine marketing (SEM) account setup and develop new strategies to increase performance.
- Manage daily SEM business, responding to questions from internal teams and clients.
- Optimize campaigns through ad copy writing, ad format evaluation, negative keyword implementation, and bidding strategy management.
- Analyze Google Analytics and landing pages to determine the impact on overall search results and web traffic.
- Direct site tagging strategy and manage cost-per-acquisition campaigns.
- Ensure proper controls are in place for campaigns to deliver expected results and address performance challenges early.
- SEO Audits and Implementation Plans
- Conduct basic SEO audits and provide recommendations for optimization.
- Work with managers to implement SEO strategies and tactics.
- Track changes month-over-month and report back to planners and clients.
- Communication & Collaboration
- Keep directors and account leads informed by copying them on relevant correspondence.
- Collaborate with marketing, creative teams on messaging and timing of campaign launches.
- Work with data analysts to develop reports and insights for key stakeholders.
- Cross-functionally collaborate with Brand and Demand Generation team members to knowledge share and ensure the progress of our Centre of Excellence.
- Present findings and make recommendations based on historical campaign performance.
- Managing Colleagues, Process, and Search Product
- Manage a small team of SEM specialists supporting LCL Enterprise planning, execution, and measurement.
- Ensure efficient process and communication between planning teams and search teams.
- Work within analytics and reporting platforms such as GA360, Omniture Analytics, and Google Data Studio.
- Manage and optimize shopping campaigns, including monitoring product feeds.
- Develop audience segmentation strategies using remarketing and 1st/3rd-party data for maximum relevancy and action.
- Create testing opportunities to showcase value add of search marketing efforts.
- Establish deadlines and follow up to meet deadlines.
- Educate agency colleagues on the search landscape and pertinent technical issues.
- Inspire and motivate team members to perform at their best and strive for continuous improvement.
- Bachelor's degree or equivalent in Business, Marketing, or related field.
- 7-10+ years of experience in Paid Search Role.
- 7-10+ years of experience leading a team.
- Knowledge of bid management tools, including Search Ads 360.
- Ability to analyze data and turn it into actionable insights and execution plans.
- Collaborative attitude with passion for questioning assumptions and answering questions with data.
- Self-directed, proactive, and able to define and execute projects independently.
- Strong Excel skills and experience with Business Intelligence tools.
- Google Ads Certified.
- Possess a passion for the paid search ecosystem and deep knowledge of its available tools.
We prioritize Sustainability and Social Impact in our business practices, focusing on areas where we can have the greatest impact. Our CORE Values – Care, Ownership, Respect, and Excellence – guide all our decision-making and come to life through our Blue Culture. We offer progressive careers, comprehensive training, flexibility, and other competitive benefits, making us one of Canada's Top Employers, Best Diversity Employers, Greenest Employers, and Top Employers for Young People.
If you're unsure whether your experience matches every requirement, we encourage you to apply anyway. We value varied perspectives and diverse experiences that we can add to our team.
We're committed to creating accessible environments for our colleagues, candidates, and customers. Requests for accommodation due to a disability can be made at any stage of application and employment.
Please note: Candidates aged 18 or older are required to complete a criminal background check. Details will be provided through the application process.
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