Senior Manager, Search & Discoverability at L'Oreal in Remote
This role will be a consultant for the Divisional Search & Insights teams and advise on product prioritization, strategic roadmap, and brand tone of voice for Lancome. This individual will be also responsible for the launch and maintenance of search-driving content and for the brandblog, in partnership with Marketing team peers. This role will socialize qualitative and quantitative search and direct response insights across marketing teams and paid media and partner with Divisional teams that inform marketing 360 go-to market strategy. KEY JOB ACCOUNTABILITIES SEO STRATEGY FOR BRAND.COM:
DEVELOP ON-PAGE SEO STRATEGY TO INCREASE BRAND.COM VISIBILITY AND ORGANIC TRAFFIC SHARE, PERFORMANCE & SALES Content and PDP strategy Identify opportunities to create new and optimize existing content across the brand by conducting category and branded keyword research, consumer insights and competitive analyses using SEO analytics tools Partner with DTC and Luxe Search COE on and off-site behavior data to ensure holistic on-site search optimization strategies (off-site and on-site) to improve organic channel traffic Lead data-driven PDP optimizations products and new launches by conducting keyword research to identify content needs and alt imagery vision Optimize PDP SEO content in PIM/DAM for brand based on search insights Create and maintain monthly organic search content dashboard to measure performance and inform future strategies Strong partnership with DTC Product team on any tech fixes for marketing content and tech SEO Strong partnership with Luxe SEO manager and BELs on offsite SEO and actions outside the website to impact rankings within search engine results pages Strong partnership with Brand Media Manager, Luxe Divisional SEO and SEM teams to ensure organic and paid search synergy and minimize traffic cannibalization Strong partnership with LUSA Content Projects to win organic search category share Editorial content Lead optimization of blog and monthly editorial content calendar by identifying monthly search trends based on SEO analytics and share of organic search category targets, managing day-today with SEO agency and reviewing articles and managing CMS merchandising. Maintain editorial content performance dashboards and reports to provide key highlights, challenges/risk, opportunities to broader team and to inform future strategies Develop 360 ideas for campaigns supporting blog content across site & in-store to drive traffic to the blog in partnership with content team Partner in Blog redesign, managing day-to-day with agency, Legal, E-Commerce, SEO, Creative and Social partners to identify creative direction, editorial franchises, influencer talent direction Manage day-to-day process with SEO editorial agency MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE IN ORDER TO SUCCEED:
Organic non-branded Share of Search SERP/KW ranking, Domain Authority metrics Organic impressions & CTR Organic traffic, % of non-branded organic traffic, CVR SEARCH & DISCOVERABILITY ON RETAILERS:
MAINTAIN RETAILERS ON-PAGE SEO OPTIMIZATION TO BEAT THE ALGORITHM AND WIN THE DIGITAL SHARE OF SHELF AS WELL AS Monitor and identify visibility opportunities in Organic on-site search, Organic on-site browse on Sephora, Ulta, Nordstrom, Macy's, and all other retail partners Advise Search & Insights team on Product pillars and Launches Oversee ongoing PDP copy optimization to beat algorithm that the divisional Search & Insights team is leading in PIM/DAM system Oversee and brief Retailer's Search Analyst on Retailer's Consumers/Competitors studies and deliver insights & recommendations to marketing and sales team Use Edge tracking & measurement tools to analyze the Digital Shelf KPIs, update and clean assortment in Edge to make sure the portfolio is relevant Test and learn to find and implement white space content opportunities to create a customer friendly
cohesive online experience using testing tools (i.e. UserTesting, Optimal Workshop) Partner with DTC and Luxe Search COE on and off-site behavior data to ensure holistic on-site search optimization strategies (off-site and on-site) to improve organic channel traffic MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE TO SUCCEED ON RETAIL.COM Top 20 PDP Traffic & Conversion tracking on every retailer (if applicable) Share of Shelf (Edge) Content Integrity/Health (Edge) Share browse (Opera) SEARCH & DISCOVERABILITY IN MEDIA PLATFORMS:
MANAGE DISCOVERABILITY ON MEDIA PLATFORMS TO DRIVE AWARENESS Monitor and identify visibility opportunities in Organic on-site search on platforms including Youtube, Pinterest, etc. Track, report, and analyze key metrics, providing insight and actionable recommendations to media and content partners to keep them informed of performance trends and help inform marketing 360 go-to market strategy MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE TO SUCCEED ON MEDIA PLATFORMS Platform SOV (YT/Pinterest) Impressions/Reach CONVERSION STRATEGY FOR BRAND.COM:
DEVELOP DIRECT RESPONSE MARKETING STRATEGIES DRIVING TRAFFIC, PERFORMANCE & SALES ON BRAND.COM TO INCREASE CUSTOMER ACQUISITION AND RETENTION Direct Response Oversee Manager, Direct Response to drive strategy for paid social, paid search and affiliate marketing channels Develops campaigns and partnerships working collaboratively with CAL, media, marketing, DTC, and CRM teams to identify and lead large scale, multi-channel 360 campaigns Integrate organic search/discoverability opportunities to ensure seamless strategies across SEM and other direct response channels Continuously maximizes and seeks optimization and growth through performance analysis, A/B and multivariate testing, customer segmentation, creative partnership, landing page optimization and more Partner with DTC and Luxe Search COE to communicate brand objectives and recommend tactics to drive ROI Manage campaign expenses and pacing, staying on budget, estimating monthly costs and reconciling discrepancies MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE IN ORDER TO SUCCEED:
Paid Traffic Conversion ROI QUALIFICATIONS AND SKILLS Minimum 6-8 years of experience BS/BA degree required Solid understanding of eCommerce and high-volume online retail businesses including KPIs and performance metrics Strong Knowledge of SEO tools stack:
Google Analytics, Google Search Console, Google Optimize, Brightedge, Ahrefs, SemRush, Moz, Majestic and etc. Strong knowledge of Digital Shelf measurements and tools to leverage:
Edge, Rival IQ, Revuze and User Testing Tools Experience of working with Salsify and PIM/DAM solutions Deep SEO and content tactics knowledge and SEO experience for Google, Amazon and Retail.com search engines Proven SEM experience and success managing campaigns across Google, Bing Strong Knowledge of digital media strategies inclusive of paid social (Facebook/Instagram, Pinterest, TikTok, Snapchat, etc.), programmatic and affiliate marketing Experiencing with managing vendor relationships, including but not limited to budgeting, briefing, etc. Ability to build successful relationships at all levels of the organization and cross-functionally with varying levels of technical expertise Ability to effectively present information to an individual or group, both written and verbally Highly organized with proven multi-tasking ability and project management Strong interpersonal skills.
Salary Range:
$100K -- $150K
Minimum Qualification
Brand Marketing & Management, Marketing Research & AnalysisEstimated Salary: $20 to $28 per hour based on qualifications.
DEVELOP ON-PAGE SEO STRATEGY TO INCREASE BRAND.COM VISIBILITY AND ORGANIC TRAFFIC SHARE, PERFORMANCE & SALES Content and PDP strategy Identify opportunities to create new and optimize existing content across the brand by conducting category and branded keyword research, consumer insights and competitive analyses using SEO analytics tools Partner with DTC and Luxe Search COE on and off-site behavior data to ensure holistic on-site search optimization strategies (off-site and on-site) to improve organic channel traffic Lead data-driven PDP optimizations products and new launches by conducting keyword research to identify content needs and alt imagery vision Optimize PDP SEO content in PIM/DAM for brand based on search insights Create and maintain monthly organic search content dashboard to measure performance and inform future strategies Strong partnership with DTC Product team on any tech fixes for marketing content and tech SEO Strong partnership with Luxe SEO manager and BELs on offsite SEO and actions outside the website to impact rankings within search engine results pages Strong partnership with Brand Media Manager, Luxe Divisional SEO and SEM teams to ensure organic and paid search synergy and minimize traffic cannibalization Strong partnership with LUSA Content Projects to win organic search category share Editorial content Lead optimization of blog and monthly editorial content calendar by identifying monthly search trends based on SEO analytics and share of organic search category targets, managing day-today with SEO agency and reviewing articles and managing CMS merchandising. Maintain editorial content performance dashboards and reports to provide key highlights, challenges/risk, opportunities to broader team and to inform future strategies Develop 360 ideas for campaigns supporting blog content across site & in-store to drive traffic to the blog in partnership with content team Partner in Blog redesign, managing day-to-day with agency, Legal, E-Commerce, SEO, Creative and Social partners to identify creative direction, editorial franchises, influencer talent direction Manage day-to-day process with SEO editorial agency MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE IN ORDER TO SUCCEED:
Organic non-branded Share of Search SERP/KW ranking, Domain Authority metrics Organic impressions & CTR Organic traffic, % of non-branded organic traffic, CVR SEARCH & DISCOVERABILITY ON RETAILERS:
MAINTAIN RETAILERS ON-PAGE SEO OPTIMIZATION TO BEAT THE ALGORITHM AND WIN THE DIGITAL SHARE OF SHELF AS WELL AS Monitor and identify visibility opportunities in Organic on-site search, Organic on-site browse on Sephora, Ulta, Nordstrom, Macy's, and all other retail partners Advise Search & Insights team on Product pillars and Launches Oversee ongoing PDP copy optimization to beat algorithm that the divisional Search & Insights team is leading in PIM/DAM system Oversee and brief Retailer's Search Analyst on Retailer's Consumers/Competitors studies and deliver insights & recommendations to marketing and sales team Use Edge tracking & measurement tools to analyze the Digital Shelf KPIs, update and clean assortment in Edge to make sure the portfolio is relevant Test and learn to find and implement white space content opportunities to create a customer friendly
cohesive online experience using testing tools (i.e. UserTesting, Optimal Workshop) Partner with DTC and Luxe Search COE on and off-site behavior data to ensure holistic on-site search optimization strategies (off-site and on-site) to improve organic channel traffic MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE TO SUCCEED ON RETAIL.COM Top 20 PDP Traffic & Conversion tracking on every retailer (if applicable) Share of Shelf (Edge) Content Integrity/Health (Edge) Share browse (Opera) SEARCH & DISCOVERABILITY IN MEDIA PLATFORMS:
MANAGE DISCOVERABILITY ON MEDIA PLATFORMS TO DRIVE AWARENESS Monitor and identify visibility opportunities in Organic on-site search on platforms including Youtube, Pinterest, etc. Track, report, and analyze key metrics, providing insight and actionable recommendations to media and content partners to keep them informed of performance trends and help inform marketing 360 go-to market strategy MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE TO SUCCEED ON MEDIA PLATFORMS Platform SOV (YT/Pinterest) Impressions/Reach CONVERSION STRATEGY FOR BRAND.COM:
DEVELOP DIRECT RESPONSE MARKETING STRATEGIES DRIVING TRAFFIC, PERFORMANCE & SALES ON BRAND.COM TO INCREASE CUSTOMER ACQUISITION AND RETENTION Direct Response Oversee Manager, Direct Response to drive strategy for paid social, paid search and affiliate marketing channels Develops campaigns and partnerships working collaboratively with CAL, media, marketing, DTC, and CRM teams to identify and lead large scale, multi-channel 360 campaigns Integrate organic search/discoverability opportunities to ensure seamless strategies across SEM and other direct response channels Continuously maximizes and seeks optimization and growth through performance analysis, A/B and multivariate testing, customer segmentation, creative partnership, landing page optimization and more Partner with DTC and Luxe Search COE to communicate brand objectives and recommend tactics to drive ROI Manage campaign expenses and pacing, staying on budget, estimating monthly costs and reconciling discrepancies MEASUREMENTS AND KPIS THE ROLE WITH BE RESPONSIBLE TO TRACK & INFLUENCE IN ORDER TO SUCCEED:
Paid Traffic Conversion ROI QUALIFICATIONS AND SKILLS Minimum 6-8 years of experience BS/BA degree required Solid understanding of eCommerce and high-volume online retail businesses including KPIs and performance metrics Strong Knowledge of SEO tools stack:
Google Analytics, Google Search Console, Google Optimize, Brightedge, Ahrefs, SemRush, Moz, Majestic and etc. Strong knowledge of Digital Shelf measurements and tools to leverage:
Edge, Rival IQ, Revuze and User Testing Tools Experience of working with Salsify and PIM/DAM solutions Deep SEO and content tactics knowledge and SEO experience for Google, Amazon and Retail.com search engines Proven SEM experience and success managing campaigns across Google, Bing Strong Knowledge of digital media strategies inclusive of paid social (Facebook/Instagram, Pinterest, TikTok, Snapchat, etc.), programmatic and affiliate marketing Experiencing with managing vendor relationships, including but not limited to budgeting, briefing, etc. Ability to build successful relationships at all levels of the organization and cross-functionally with varying levels of technical expertise Ability to effectively present information to an individual or group, both written and verbally Highly organized with proven multi-tasking ability and project management Strong interpersonal skills.
Salary Range:
$100K -- $150K
Minimum Qualification
Brand Marketing & Management, Marketing Research & AnalysisEstimated Salary: $20 to $28 per hour based on qualifications.
|
|
 | |
