Reports to: Senior Director of Media and Consumer Marketing
Responsibilities:
TESTING:
- Lead iterative testing to optimize performance within designated channel(s)
- Develop test & learn roadmap to inform investment strategy, identify new learnings and share Best in Class practices
- Develop, execute, own and manage testing optimization strategies spanning ad assets, landing pages, targeting, media tactics, and new media channels
- Measurably drive incremental ROI/ media effectiveness
- Collaborate with internal and external stakeholders (e.g., other test leads, broader marketing, agency, etc.) to scale and track paid media recommendations
SEM:
- On a weekly, monthly and quarterly basis, report on media performance against business results; clearly articulate the media effectiveness and business impact inclusive of actionable insights to cross-functional stakeholders
- Make recommendations to optimize channel and attribution methodologies, monitoring performance, analyze performance data from past and current campaigns/initiatives
- Lead test and learn opportunities: Maximizing conversions by devising cutting edge Campaign structure, ad copy, journeys, and conversion optimization
- Manage SEM team at media agency; direct team on tactical execution of programs across all lines of business, budget management, optimization, bid strategies, measurement, etc.
- Work closely with internal media team members and counterparts across Marketing to ensure that the SEM program strategy is in line with broader KPIs and advertising/line of business objectives
- Leverage data and analytics insights as a key driver of ongoing program strategy (optimization plans, integration of audience segmenting capabilities, test and learn agendas, etc.)
- Conduct frequent competitive analysis
- Lead feed provider strategy and optimizations in partnership with agency and internal teams
- Look for opportunities to include new technologies and innovative tactics within the program; continuously monitor industry trends, technologies and standards for campaign learnings
Affiliate:
- Drive strategy and roadmap for channel growth
- Partner with PR to identify influencer partnerships
- Review and validate data for affiliate partner invoices
- Manage, maintain and optimize affiliate publishers
- Keep all publishers updated on any upcoming promotions / offers, launches
- Monitor CPA and ROAS on an ongoing basis
Co-Marketing:
- Strategically evaluate proposed co-marketing opportunities, upsell promising initiatives to leadership, drive successful collaborative affiliate activation
Qualifications:
- 5-7 years of relevant retail SEM, PLA experience; media agency experience strongly preferred
- Expert knowledge of Google, Bing, other Search Engine platforms and management tools
- Knowledge of SEO/organic search functions to drive holistic brand presence across search engines
- Experience working with Adobe Analytics and Google analytics
- Proven track record of developing & executing effective media plans & strategies
- Excellent attention to detail, superior communication, customer service & follow-up skills
- Strong analytical & organizational skills, detail-oriented, flexible, diplomatic, resourceful
- Luxury brand and ecommerce experience a plus
Education: Bachelor’s degree in a related field preferred (Advertising, Marketing)
Location: New York, NY
Travel: None
Base pay is one component of David Yurman’s total compensation package, which may also include the following for eligible employees: access to healthcare benefits, 401(k) plan, bonus, employee discounts, Summer Fridays (corporate roles), generous paid time off, sick time, and more.
David Yurman is an Equal Employment Opportunity employer and provides equal opportunities to all employees and applicants without regard to an individual’s age, race, creed, color, religion, national origin, sex (including pregnancy, sexual orientation, gender expression, military status, marital status, genetic predisposition, carrier status, disability or membership in any other protected class under applicable law.
