SEM & Digital Marketing Analyst

TEAM: Marketing 

POSITION: SEM & Digital Marketing Analyst

FUNCTION: In this role, the SEM & Digital Marketing Analyst is responsible for developing, implementing, and managing Search and Performance Display programs primarily within Adwords, Bing, BrightRoll, Google Display Network, and Stack Adapt. Working with the other team members, you will ensure the Search and Performance Display programs align with and support Porter’s overall online marketing strategies. You are responsible for generating detailed reports on a regular basis.
 
DUTIES AND RESPONSIBILITIES:

• Strategically build, manage, and optimize search engine marketing (SEM) campaigns, primarily on Google AdWords and Bing including, but not limited to:
  • Budget forecasting
  • Keyword research
  • Campaign set-up (Build tightly-themed ad groups by keyword relevancy, configure campaign settings, add negative keywords, etc.) as needed
  • Writing search ad copy
  • Bid management
  • On-going testing of new technologies – access to upcoming Google betas/alphas
  • Audience segmentation and remarketing
• Execute and manage complex performance Display campaigns within Google Display Network and BrightRoll with the possibility of working in other Display networks
• Measure and optimize display campaign performance including the effectiveness of first and third party data, bid strategy, prospecting and remarketing tactics, and landing page effectiveness
• Manage monthly SEM and Display spends, traffic forecasting and ROI calculations
• Manage multivariate creative, ad unit, message and technology tests, always looking for performance optimization
• Conduct performance analysis and develop regular reporting
• Demonstrate measurable results and success through the achievement of company goals and promptly address campaign performance concerns
• Ensure Porter Airlines is up to date on all current betas and alphas available via Adwords and the display platforms you use
• Actively participate in Porter’s Safety Management System (SMS) including, reporting hazards and incidents encountered in daily operations; understand, comply and promote the Company Safety Policy 

• Concern for Safety: Identifying hazardous or potentially hazardous situations and taking appropriate action to maintain a safe environment for self and others.
• Teamwork: Working collaboratively with others to achieve organizational goals.
• Passenger/Customer Service: Providing service excellence to internal and/or external customers (passengers).
• Initiative: Dealing with situations and issues proactively and persistently, seizing opportunities that arise.
• Results Focus: Focusing efforts on achieving high-quality results consistent with the organization’s standards.
• Fostering Communication: Listening and communicating openly, honestly, and respectfully with different audiences, promoting dialogue and building consensus.

• 3+ years experience working in a professional Search Engine Marketing (SEM) role with pay-per-click experience with Google Adwords and Bing Search
• 2+ years experience building and optimizing display advertising campaigns in GDN and/or DBM, Facebook, and LinkedIn
• Familiarity with customer acquisition funnels – awareness, consideration, acquisition and how to leverage media to speak to customers throughout the conversion path
• Strong knowledge of SEM strategies and best practices
• Experience in and passion for actively testing technologies, data and messaging
• Strong/excellent knowledge of digital advertising trends and technologies
• Ad creative and landing page optimization experience preferred
• Basic SQL query building skills preferred, in order to extract audience level data from Porter’s internal databases
• Understanding of SEO preferred
• Excellent Excel and data manipulation skills required
• Strong written and verbal communication skills, experience developing regular campaign performance presentations
• Ability to leverage data insights to tell a cohesive story for executive-level presentations
• Organized with very strong attention to detail
• Proven ability to multi-task, prioritize, and meet deadlines
• BA/BS required