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Manager, Search Engine Marketing

3 weeks ago

Boucherville, Canada Rona Full time

At RONA, our employees let their passion blossom every day. Our teams are driven by the desire to help people bring their projects to life and are committed to making a difference in the communities we serve.

We operate or service corporate and affiliated dealer stores. With a distinctive product and service offering and complementary store formats ranging from neighbourhood hardware stores to big box stores, our RONA+, RONA and Dick’s Lumber banners are well equipped to help meet the needs of all DIYers and contractors.

You’ve got the talent? We’ve got the tools Here, your work and ideas will contribute to building a flourishing organization. Your voice will always be heard and valued. You’ll find career opportunities that live up to your ambitions and be able to further develop your unique set of skills.

So, if you’re looking to do what you love, we could be a perfect match.

Join RONA’s growing in-house Search Engine Marketing (SEM) team as our Manager, Search Engine Marketing, where you will lead transformative digital advertising initiatives that propel our business forward. This is an exciting opportunity to become a key player in a major Canadian retailer’s digital evolution, working alongside experienced industry professionals in a creative and fast-paced environment. In this senior leadership role, you will oversee the strategy, execution, and optimization of media campaigns across Google Ads, Microsoft Bing, and emerging paid search platforms like TikTok and Flipp. You will guide a talented team in implementing innovative strategies that significantly enhance our marketing effectiveness. Your leadership will directly shape our success, creating a lasting impact within our large and dynamic organization.

This position is hybrid and located in Boucherville, Quebec, Canada.

**Your role**:

- ** Team Leadership**: Lead the development and expansion of our in-house SEM media buying department, focusing on recruitment, training, and management of a high-performing team of SEM analysts.
- ** Budget Management**: Oversee a multi-million-dollar SEM budget to strategically align contributions with business objectives, driving growth across both online and in-store channels.
- ** Strategic Planning**: Develop and execute comprehensive SEM strategies for both evergreen and seasonal campaigns. Optimize campaign performance through effective budget allocation, smart bidding strategies, and continuous performance analysis to maximize Return on Ad Spend (ROAS) and profitability.
- ** Performance Forecasting**: Create detailed forecasts for primary and secondary KPIs at quarterly, monthly, and weekly intervals. Conduct quarterly headroom analyses to identify incremental budgeting opportunities and inform growth strategies.
- ** Reporting and Insights**: Lead weekly scorecard updates and produce monthly and quarterly reports, delivering actionable insights that support decision-making and strategic planning for stakeholders and senior management.
- ** Product Feed Enhancements**: Oversee the improvement of product feeds, creating supplemental feeds for custom labels and attributes, while utilizing Google Merchant Center (GMC) for product insights and optimization opportunities.
- ** Test-and-Learn Roadmap**: Build and drive a robust test-and-learn framework, prioritizing initiatives that enhance efficiencies and unlock new revenue opportunities.
- ** Opportunity Identification**: Proactively seek out new channels and platforms (such as Flipp and TikTok) to expand our SEM reach and optimize performance.
- ** External Partnerships**: Manage relationships with external platform partners to enhance collaboration and ensure alignment with organizational objectives.
- ** Cross-Functional Collaboration**: Collaborate closely with marketing, business intelligence, eCommerce, data analytics, and IT teams to ensure a cohesive and high-performing media plan across all channels.

**The qualifications we are looking for**:

- 5+ years of experience in search engine marketing, with hands-on experience in Google Ads and Microsoft Bing Ads.
- Familiarity with Performance Max (PMAX) and Demand Generation campaign types, demonstrating adaptability in various SEM approaches.
- Strong proficiency in SEM tools and platforms, including Google Ads, Microsoft Advertising, Google Analytics 4, and Search Ads 360 (SA360).
- Exceptional analytical abilities, with a proven track record of interpreting complex data to derive actionable insights that drive marketing decisions.
- Excellent verbal and written communication skills, with the capability to effectively convey insights and strategies to stakeholders at all levels.
- Strong organizational abilities, demonstrating attention to detail and a commitment to delivering high-quality work.
- Ability to thrive in a fast-paced, collaborative environment, working effectively with cross-functional teams.
- Bachelor’s degree in business administration, Marketing, or a related field; advanced d