Wolters Kluwer Search Engine Marketing Manager in Philadelphia, Pennsylvania
Wolters Kluwer Health is a leading global provider, with approximately 2,600 employees in 36 countries worldwide, of information for professionals and students in medicine, nursing, allied health, pharmacy and the pharmaceutical industry. Professionals and students have long relied on the company's textbooks, reference products, and journals. Their bibliographic, reference and pharmaceutical databases, drug information software, point-of-care tools, web-based information systems and online continuing education products also support the delivery of health information via interactive formats. The Health division is comprised of four business units of which Professional & Education is one.
The Professional & Education business group, under the Lippincott Williams & Wilkins (www.LWW.com) brand, publishes critical information, including many of the world's leading textbooks, reference tools and related products published for medical, nursing and other health professionals and students. LWW provides essential information for healthcare professionals in print and electronic formats, including textbooks, journals, CD-ROM, and via Intranets and the Internet.
The Search Engine Marketing Manager position requires a highly motivated, strategic, action-oriented individual who will play a key part in the planning and execution of a variety of PPC and SEO campaigns within the Health industry. The ideal candidate adapts well to shifting objectives, comfortable with complex problem solving, and has a strong ability to interpret data into meaningful insights. Campaign goals are focused on qualified lead generation as well as high-volume ecommerce revenue generation. This position requires an individual who is passionate about e-Commerce and capable of driving cross-functional programs, building consensus, and using data to make fact-based decisions as the expert in search engine marketing within our marketing operations team.
*This position can be based in Philadelphia, PA (preferred) or Baltimore, MD.
ESSENTIAL DUTIES AND RESPONSIBILITIES
Collaborate with our global digital marketing team on SEO strategy as their key contact and expert on SEO and PPC.
Contribute to the overall eCommerce strategy with the objective of hitting annual sales targets and ultimately increasing the amount of business driven through the online channel.
Create and implement link building and web content strategies across all digital platforms, leveraging social media channels (paid and owned), PR, influencer content sites, and other third party referrer sites
Partner with IT to increase page rankings and domain authority through application of URL best practices, site architecture and performance parameters
Data-driven decision making regarding spend on campaigns.
Ensure appropriate tracking and measurement mechanisms are in place to assess results of projects.
Execute tests, collect and analyze results (keywords, effectiveness of descriptions/site copy, bidding strategies, landing page URLs), identify trends and insights, discover new inbound channels in order to achieve maximum ROI in paid search campaigns.
Increase overall traffic to our e-Commerce sites through paid and organic search. Prioritize SEO as means to make shop.LWW.com, ecommerce sister sites, and landing pages more discoverable by a wider audience.
Keep abreast of latest trends, tools, and best practices in paid search arena
Lead meetings with strategic team made up of internal and external business partners. Establish and manage goals, expectations, vision, execution, accountability and closure.
Manage agency partner relationship(s) to oversee strategic advancement, day-to-day execution, and performance monitoring of paid digital/SEM marketing efforts.
Optimize campaigns utilizing data analytics.
Oversee budgets, manage campaign expenses, estimating monthly costs and reconciling discrepancies.
Own SEM/paid digital for multiple business units from start to finish.
Perform ongoing keyword discovery, expansion and optimization, make recommendations for improvements with marketing leads.
Research and analyze competitor advertising links, report findings on regular basis.
Track, report, and analyze website analytics in relation to paid and social advertising initiatives and campaigns.
Work with Web analytics team to build out capabilities to report on results and make improvements.
Performs other duties as requested by Supervisor.
Education: Bachelor's Degree in Marketing or related field preferred, or equivalent experience required.
2+ years managing agency relationship related to paid search and paid social
3+ years of digital marketing and eCommerce experience
Excellent project management skills and attention to detail
Experience in Google AdWords, Bing
Experience with project management/marketing resource management tools such as Basecamp and Jira
Experience managing marketing initiates in a distributed environment or multi-location business
Experience with market research and competitive analysis
Experience working with WebCMS and eCommerce platforms (Adobe Experience Manager, Sitecore and Kibo Commerce are both a nice to have)
Knowledge of professional health/nursing industries a plus
Passion and experience using funnel optimization to drive business results
Proficient in Google Analytics and Adobe Analytics
Strong interpersonal skills and ability to work well in a team environment
Strong strategic thinking and analytic skills
Strong written and verbal communication skills
Preferred Knowledge, Skills, Abilities or Certifications:
Experience with project management principles, methodologies and disciplines.
Ability to verbally relay concepts, goals, project plans to all parties involved in the execution of said plans.
Strong organizational, time management, and interpersonal skills.
Flexible and responsive to change.
- Up to 10% local travel required
- Normal office environment.
ABOUT WOLTERS KLUWER
Wolters Kluwer N.V. (AEX: WKL) is a global leader in information services and solutions for professionals in the health, tax and accounting, risk and compliance, finance and legal sectors. We help our customers make critical decisions every day by providing expert solutions that combine deep domain knowledge with specialized technology and services.
Wolters Kluwer reported 2017 annual revenues of €4.4 billion. The company, headquartered in Alphen aan den Rijn, the Netherlands, serves customers in over 180 countries, maintains operations in over 40 countries and employs 19,000 people worldwide.
Wolters Kluwer shares are listed on Euronext Amsterdam (WKL) and are included in the AEX and Euronext 100 indices. Wolters Kluwer has a sponsored Level 1 American Depositary Receipt program. The ADRs are traded on the over-the-counter market in the U.S. (WTKWY).
For more information about our solutions and organization, visit www.wolterskluwer.com, follow us on Twitter, Facebook, LinkedIn, and YouTube.
EQUAL EMPLOYMENT OPPORTUNITY (EEO)
Wolters Kluwer U. S. Corporation and all of its subsidiaries, divisions, customer/business units is an Equal Opportunity / Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.
For any assistance with your application for this job opening, please call the HR Source at (888) 495-4772 or email HRSource@WoltersKluwer.com. TTY is also available at 888 (4985) 4771.
The above statements are intended to describe the general nature and level of work being performed by most people assigned to this job. They are not intended to be an exhaustive list of all duties and responsibilities and requirements.
Equal Opportunity Employer Minorities/Women/Protected Veterans/Disabled