Informa Group Plc. Senior Digital Marketing Specialist – SEM | SmartRecruiters

Working in a dynamic, creative and highly collaborative central digital marketing team, the Senior Digital Marketing Specialist – SEM will create, implement, and optimize successful SEM strategies across Informa Tech’s media, events, research and training products. They will lead on SEM campaigns which drive an increase in branch reach and perception among a variety of tech and telecoms communities, expanding Informa Tech’s qualified audience base and significantly increasing conversion, whilst improving the ROI of omni-channel campaigns. They will lead on the tracking and reporting of all campaigns, providing key insights to maximize campaign performance. This highly technical marketing specialist will embed SEM best practice across Pillar Marketing teams, providing training where necessary.

Key Responsibilities:

·       Collaborate with the Pillar Marketing Leads to create bespoke SEM strategies across events, media properties, training courses and research products

·       Responsible for the set-up of all paid search and paid social (including remarketing) campaigns

·       Create campaigns which generate a significant increase in brand awareness, quality leads and audience growth, event/training attendees/revenue and client sales

·       Conduct in-depth and relevant industry and audience analysis, identifying trends and key opportunities to maximize SEM campaign success

·       Set up cross-domain tracking as well as consistent Google Analytics views/segments and goals to effectively track campaign performance, from first touch point to conversion, including LTV of leads generated

·       Implement consistent UTM tracking across Pillars and campaigns to effectively measure campaign reach and effectiveness

·       Consistently optimize SEM campaigns at key junctures, ensuring creatives and targeting remain highly relevant and effective

·       Collaborate with the SEO team to maximize the reach of shared properties and effectiveness of both SEM and SEO initiatives

·       Create weekly and monthly SEM trackers for circulation to key stakeholders and Pillar marketing teams, with commentary on channel performance, analysis, and suggested optimizations

·       Effectively track and manage SEM budgets across all owned campaigns

·       Regularly and consistently track and maximize ROI of all SEM campaigns, including the bench-marking of CPAs and CPLs across certain personas/audience types and industries

·       Consistency track the quality of traffic and leads generated via SEM initiatives

·       Work closely with external digital marketing agencies across strategically outsourced digital marketing campaigns, defining objectives, KPIs and budgets

·       Conduct competitor analysis to uncover strategic opportunities around keyword targeting

·       Create post campaign reports summarizing channel performance, ROI, lead generation volume and quality and conversion metrics against targets

·       Facilitate digital marketing up-skilling sessions across Pillar marketing teams

·       Stay up to date with the latest algorithm changes, SEM trends and tools for optimization of current and future initiatives