The Director of SEM will create strategies to grow Search Engine Marketing sales in order to support direct response sales and marketing objectives. Central to the role is analysis to identify areas of opportunity for bid adjustments, testing and optimization to improve efficiency or grow sales within ROI targets. The Director of SEM works closely with our reporting team and digital agency to review key reports and identify new trends and with our creative team to develop creative for A/B testing.

Essential Job Functions for Director of SEM:

  • Through analysis of performance data, identifies and acts on areas of opportunity to grow sales within efficiency targets for existing programs
  • Develops and manages ongoing A/B testing strategy to increase conversions and sales within existing SEM programs; analyzes results and provides roll-out recommendations
  • Researches and develops bid strategies for both automated and manual bidding
  • Based on strategic business objectives, forecasts monthly spend, cost-per-click, response, sales and other plan and forecast assumptions for Search Engine Marketing programs
  • Develops monthly budgets based on strategic plan goals and recent performance and continually monitors campaigns to reallocate spend based on daily and weekly performance trends
  • Identifies and analyzes new program strategies and sets priority for testing based on sales opportunity
    Develops and maintains strong relationships with vendors
  • Collaborates with research and internet strategy teams to develop internal reporting on sales and A/B tests for all SEM campaigns to streamline processes
  • Ensures work history is tracked and all content meets corporate compliance guidelines; monitors reporting to identify potential business risks

Required Qualifications 

  • The Director of SEM must have at least 5 years experience in Search Engine Marketing
  • Direct response experience in Digital Media
  • Experience and solid understanding of Google Adwords and Microsoft AdCenter required; Google AdWords Certification preferred
  • Experience with bid management platforms such as DS3, Marin or AdLens required
  • Experience with web analytics platforms such as Google Analytics, Coremetrics or Omniture; Omniture SiteCatalyst experience preferred
  • Experience with web testing tools; Omniture Test & Target experience preferred
  • Deep understanding of source coding / tagging methodologies for tracking
  • Advanced Microsoft Excel proficiency
  • Proficient in Microsoft Office Suite
  • Excellent quantitative analysis skills
  • Deep level of comfort with technology
  • Detail-oriented with strong quality control and proofreading skills
  • Strong interpersonal communication (both oral and written), time management,organization and planning skills
  • Ability to manage multiple projects effectively and meet deadlines consistently
  • Self-motivated, independent and flexible

Director of SEM
Director of SEM
A proud member of many regional and national multichannel marketing associations, the Minnesota Association of Personnel Services, Database Marketing Institute and Advisory Board of Data University.