The Paid Media Manager - Home Services is responsible for executing and optimizing paid search campaigns to generate leads and drive sales for 25+ categories in Home Depot's installation business. In addition to a proven command of SEM, this role requires an individual with an analytical background to synthesize and evaluate data, understand how metrics are related, and use verbal and visual communication to update a variety of constituents on campaign performance and recommended actions. The individual will collaborate with Analytics and Finance to develop forecasts and hit leads and sales targets through the disciplined management of a multi-million-dollar budget. Knowledge of other digital marketing disciplines and following emerging industry trends will be key in partnering with internal media teams to spearhead new opportunities for Home Services. This resourceful self-starter will interface with teams across the Services organization to develop a deep understanding of each program and play a key role in creating digital marketing solutions that best fit each line of business.
MAJOR TASKS, RESPONSIBILITES AND KEY ACCOUNTABILITIES
55%-Execute Paid Media plans developed by the Media Strategy Team, which are in term informed by the long-term strategy and goals for Stores and Online.
25%-Develop feedback loop with the Media Strategy Team to describe any changes/course corrections to these Media Plans based on real-time opportunities.
20%-Develop reporting tools and measure ongoing effectiveness of homedepot.com's activities against top industry benchmarks.
NATURE AND SCOPE
This position reports to Sr Manager of Paid Media
This position has no Direct Reports
ENVIRONMENTAL JOB REQUIREMENTS
Located in a comfortable indoor area. Any unpleasant conditions would be infrequent and not objectionable.
Typically requires overnight travel less than 10% of the time.
Must be eighteen years of age or older.
Must be legally permitted to work in the United States.
The knowledge, skills and abilities typically acquired through the completion of a bachelor's degree program or equivalent degree in a field of study related to the job.
Years of Relevant Work Experience: 3 years
Most of the time is spent sitting in a comfortable position and there is frequent opportunity to move about. On rare occasions there may be a need to move or lift light articles.
5-7 years of experience actively managing and implementing large SEM budgets at a retailer or agency
Knowledge of lead generation best practices and optimizing for highest ROI in verticals with long sales cycles
Working knowledge of Google Search Ads 360
Intermediate to advanced in data manipulation with Excel
Ability to analyze data, extract insights that matter to a particular audience, create a compelling story in Power Point, and present the results to business partners
Experience in a role leading other digital marketers
Working knowledge of call tracking and analytics platforms
Thorough understanding of how marketing tags are implemented and collect data
Experience with Adobe Analytics
Proven go-getter that is motivated to discover areas for improvement, take ownership, overcome obstacles and deliver solutions that grow the business
Knowledge, Skills, Abilities and Competencies:
Knowledge of technical pieces of marketing channels such as website analytics, audiences, data feeds, tracking codes, etc.
Presentation and writing skills
Leadership and cross-functional skills
Financial literacy and business acumen