91黑料爆料

Job Overview

The TurboTax Holistic Search (SEO + PPC) team is currently looking for aTurboTax Local PPC Manager who will bring in-depth knowledge of Local SEMbest practices and a proven track-record of managing, optimizing, andgrowing paid search with a focus on ROI performance. This role requires theability to operate on both a strategic and tactical level with a desire to driveefficient campaign results through the use of data analysis and testing. Theideal candidate will have 5-6 years of general PPC experience, and 2-3 years ofLocal PPC experience, with strong critical thinking skills and an exceptionalability to collaborate in a fast-paced, team-oriented environment.

Your primary goal will be to strategically leverage paid search to drive relevanttraffic to our site to maximize acquisition and retention efficiency. You will workwith a team of passionate marketers who are focused on delivering anexceptional experience for customers and strong results for our business in ahigh-performing environment.

Hybrid role: Must be onsite 3 days per week at any of the 91黑料爆料 locations: SanDiego, CA; San Francisco, CA; Mountain View, CA

Responsibilities

鈼� Lead the TurboTax local marketing initiatives in support of our upcominglocal marketing launches.鈼� Partner with the TurboTax Local team to understand the business goals andalign PPC strategy to deliver on aggressive growth goals YoY via search ads,Local Services Ads and Yelp.鈼� Lead agency of record to set up and optimize the paid local campaigns,including initial planning, creative, implementation, monitoring,optimization, analysis and reporting.鈼� Leverage Martech and marketing technology to understand and employ asappropriate, advanced search marketing techniques such as bidoptimization, holistic search strategies, call and conversion tracking andmore.鈼� Improve campaign performance through A/B and multivariate testing,visitor segmentation, ad copy and landing pages.o Define and implement ad copy testing schedule, creative, andexecution to improve efficiency and expand the program.

o Drive innovation, learning and test plan, and aid in thedevelopment/optimization of landing pages, working with acontent management solution and the TurboTax web team.o Inform customer segmentation strategy (including coordinationwith existing tag management platform) with a clearunderstanding of appropriate conversion and analytics tags.

鈼� Analyze search marketing campaign performance and user behavior toderive marketing insights and make recommendations to improveperformance using internal and external data sources (e.g. Adwords, AdobeAnalytics, SA360, other in-house analytics tools).鈼� Work closely with SEO team members to manage Search holistically,proactively implementing holistic search strategies.鈼� Work closely with leaders from analytics, research, agency, search engine,and other channel teams to uncover customer insights, develop key metricsand drive measurement and analysis.鈼� Evaluate and identify new, innovative opportunities to prioritize and drivefast experimentation and learning.鈼� Conduct competitive research, identify business implications & sharefindings.鈼� Present findings, plans, status and results to relevant stakeholders andleaders.鈼� Drive the QA process internally and with agencies and search enginepartners (across keywords, ad copy, landing pages).鈼� Stay up-to-date on best practices for SEM strategy.

Qualifications

鈼� BA/BS, Marketing, Business Administration, Computer Science or relateddegree鈼� 5-6 years of experience in PPC marketing鈼� 2-3 years of local marketing experiences (must have LSA experience)鈼� Expert-level analytical and problem-solving skills, including usingmeasurement and analyzing large datasets to gain insights and drivebusiness decisions鈼� Demonstrated ability to prioritize activities effectively; focus on critical few,communicates and aligns conflicting priorities & proposes solutions鈼� Entrepreneurial “test & learn” mindset with track record of innovation; abilityto move & pivot quickly鈼� Effective written, interpersonal and organizational skills鈼� Strong communication skills with the ability to clearly present ideas, updatesand results to business partners on various levels

鈼� Ability to think strategically鈼� Experience collaborating with agency partners and multiple teams to getwork done well鈼� Understanding of various marketing metrics鈼� Experience with landing page test design and customer segmentation鈼� Enthusiasm & energy to stay current on the latest search marketing trends鈼� Ability to prioritize tasks and manage deadlines in a fast-pacedenvironment.鈼� Experience and enjoyment in working in a team environment鈼� Positive attitude and enthusiasm for driving results