Digital Marketing Analyst, Paid Search and Shopping

The Windsor Story:

Beauty is eternal.

It is captured in the way you feel and in the way you look.

It is timeless.

Every generation needs to feel beautiful.

Some things don’t change.

Some things should not change.

Helping women feel beautiful has been our mission since we first opened our doors in 1937.

The fashions have changed but the Windsor dream has not.

Icons come and go
– from Jacqueline Kennedy, to Princess Diana to the red carpet of today.

Throughout it all Windsor has made beauty accessible to all women, not just the celebrities.

From the beginning, Windsor has been owned and operated by generations of the Zekaria family.

Their caring vision of shared beauty affects everything we do.

Women come to Windsor to find that perfect look that makes them feel beautiful and we have been there for them for all of life’s important moments
– your first kiss at the dance, graduation, the big interview and the wedding party.

Lives have been changed, and the memories will live forever.

Windsor continues to bring that Oasis experience to you in over 200 stores and through our online shop.

Some things should never change.

Job Summary:

The Digital Marketing Analyst, Paid Search and Shopping is responsible for managing the development and execution of the paid search strategy including establishing best practices, launching, and optimizing text ad and shopping campaigns, driving traffic and sales, and implementing a holistic strategy.

This position will execute on all paid search, deliverables including strategic planning, competitive analysis, audiences, platform/tools, launch, management and optimization of campaigns, and reporting.

Job Responsibilities:

The Digital Marketing Analyst, Paid Search and Shopping is responsible for managing the development and execution of the paid search strategy including establishing best practices, launching, and optimizing text ad and shopping campaigns, driving traffic and sales, and implementing a holistic strategy.

This position will execute on all paid search, deliverables including strategic planning, competitive analysis, audiences, platform/tools, launch, management and optimization of campaigns, and reporting.

Job Responsibilities:

•Paid Search Analyst should have advanced knowledge of best practices, feed and campaign management, optimization, and analysis in an E-commerce setting with a proven track record of success:

•Knowledge of industry trends, news, best practices, methodologies, software/tools/ technologies, and algorithm changes specific to paid search, shopping, and marketplaces and their impact on other programs

•Execute the day-to-day management of paid search programs including text ads, shopping campaigns, feeds and marketplaces:

•Analyze current feed and outline optimization strategy with impact to shopping campaigns, marketplaces, and external vendors reliant on feeds

•Conduct and review campaigns audits to determine areas of weakness and opportunity

•Implement and manage feeds, tools, and platforms critical to optimizing and driving performance:

oManagement of 3rd party and search tools (Google Analytics, Google Ads, Microsoft Ads, Feedonomics, Search Console, etc…)

•Execute actionable management and optimizations that integrates daily tasks with identification of ongoing opportunities:

oDevelop paid search and shopping campaigns encompassing account structure optimization, targeting, ad copy, bidding, and optimization test.

oCampaign optimization: set negative lists, optimize bidding strategies (campaign, devices and formats ad set, device, location, etc…) feed optimization, revise campaigns based on top performing variations, run a/b tests to ensure coverage on product & categories, and campaigns mapping for all keywords to ads

oDaily monitoring of account and campaign performance, troubleshooting issues and identifying new opportunities

oPerform audience research to develop new campaign ideas for search and shopping including acquisition and retargeting

oExecute a/b and multivariate tests through feed and ad copy/landing pages

oAnalyze key performance data (top of funnel to bottom) to analyze and optimize the volume, behavior, and cost efficiency of individual campaigns and channels

oProvide regular research, content gap analysis, landing page audits analysis on campaigns and website with documentation to ensure campaigns expansion, coverage on all products, and landing page optimizations

oManage seasonal updates

•Create reporting to measure campaign performance and the outcome of optimization efforts over time, that produces actionable identification of additional optimizations opportunities from initial benchmarking to measure progress against established KPI’s

•Collaborate with Creative team to develop innovative and high-performing assets across all campaigns

•Local campaign development:

•Knowledge of local specific best practices for paid search & shopping campaigns

•Experience with local campaigns
– keywords, geographic targeting, and in-store attribution

•Management of E-commerce feeds, search, shopping, and analytics platforms for reporting, and optimizations including:

•Tag management solutions (Google Tag Manager, Tealium, etc…)

•Enterprise-level reporting platforms and diagnostic tools (Google & Microsoft Ads, Google Analytics, Search Console, SEMRush, Kenshoo, QuanticMind, Marin, Feedonomics, etc…)

•Participate in strategic planning and team collaboration meetings to provide insights and guidance as needed to achieve paid search success

•Work directly with Digital Marketing Manager, Performance to plan and execute Paid Search strategy

Qualities:

•Minimum of 4 years of digital marketing experience specifically in paid search and shopping campaign management including search best practices, implementation, management, optimization and analysis in an E-commerce setting with a proven track record of success

•Strong passion for creativity, digital marketing, specifically in paid search, -showing an interest in the process, and a willingness to learn

•Analytical, problem-solving mindset

•Knowledge and experience of E-commerce and search and analytical platforms

•Ability to drive and manage projects from inception to completion

•Thoughtful and detail-oriented; organization skills and ability to work effectively and multi-task

•Possesses strong business writing skills and able to produce high quality documents

•Advanced knowledge in Excel and PowerPoint required

•Retail E-commerce experience is required:

•Fashion and apparel is preferred

•Can take direction; as well as work well independently or in a team environment

•Great sense of humor and ability to maintain strong relationships with different personality types

•Desire to be part of a close-knit team, learning from others and assisting where needed

•Accountable, responsible, positive and with a strong work ethic, the person in this role embodies the values that we hold high at Windsor