Paid Search Specialist

Overview

This is a hybrid role based in the Malvern, PA office.

The Paid Search Specialist will conduct both routine and in-depth analyses and provide strategic recommendations to optimize and improve CubeSmart's marketing mix. She/he will work closely with other members of the Performance Media team, the SEO/web team as well as external agencies/vendors to analyze performance of media channels inclusive of paid search, social media, programmatic display, and video and communicate results and insights to key stakeholders.

The Paid Search Specialist will be the main point of contact for our paid search program, working closely with our agency, analytics and data science teams to push the program forward with a focus on driving efficient demand.

The Paid Search Specialist will also be responsible for maintaining the integrity of performance media measurement by overseeing the processes for URL tracking parameters and pixel/tag management.

Responsibilities

Performance Media Optimization Recommendations and Analysis (50%)

• Analyze performance of CubeSmart's robust media mix to drive new customer acquisition with a focus on efficiency. Collaborate with internal and external teams to ensure managed media buys are reaching or exceeding target performance.

• Provide insights and optimization recommendations for paid media channels including paid search, social, display, out-of-home, digital audio, video, OTT/Connected TV and other emerging channels.

• Oversee the relationship with our MTA/MMM partner to ensure we are getting the most out of our partnership. Utilize tools to identify optimization opportunities and to forecast the optimal media channel and budget mix to reach or exceed target goals.

• Complete ad hoc analyses as needed including but not limited to owner portfolio analyses, market specific analyses, etc.

• Contribute ideas to the test and learn roadmap, develop measurement framework, define KPIs and report on results.

• Monitor the marketplace, competitive landscape, industry trends, and third-party data sources to constantly identify new marketing opportunities and / or potential threats

Paid Search Lead (25%)

• Work with paid search agency to ensure successful execution and performance of paid search program

• Work closely with MTA/MMM partner and data scientists to forecast, track performance and identify incremental spend opportunities

• Be an active participant in weekly web performance meetings to provide channel-specific insights

• Work with Google and agency to expand the paid search program and to adopt innovations that will lead to improved performance

• Work closely with SEO team to understand holistic view of search performance

Tracking & Tagging Execution (10%)

• Ensure consistency in execution of all UTM tracking parameters to effectively categorize and measure campaign performance

• Manage tag and pixel implementation related to paid media efforts within Google Tag Manager

• Work with web development team to implement ad platform conversion APIs

Reporting Projects (10%)

• Serve as the lead for any additional reporting/analytics projects that may come up.

Qualifications

Bachelor's Degree is preferred with minimum of three years' experience working in a marketing department or a digital agency, preferably with experience in a business-to-consumer environment. Previous direct responsibility for managing paid search is a must. Experience with marketing attribution tools is a bonus.

Minimum Required Qualifications (including Programs/systems experience)

• Proficiency using web analytics platforms (i.e. Adobe and/or Google Analytics)

• Experience using data visualization platforms (i.e. Looker, Tableau, Qlik)

• Skilled at leveraging analytics to inform business decisions

• Strong verbal and written communication skills

• Strong problem-solving skills

• Strong focus on innovation and desire to achieve constant improvement

• Ability to communicate easily with all levels of employees, business partners and customers

• High degree of initiative and independent judgment and discipline

• Ability to organize work, engage in a variety of tasks simultaneously and meet established deadlines

• Ability to perform duties independently with minimal supervision

• Highly focused on providing excellent customer service

• Proficiency in MS Office (Word, Excel, Power Point, Outlook)

• Team mentality and strong interpersonal skills

• Promote and support CubeSmart VALUES

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