Sr Analyst, Search Marketing (SEM) / Digitas / Chicago, IL

Digitas/Chicago, IL

Digitas is one of the country's leading digital and direct marketing agencies. Digitas offers marketing services and strategy to design, build and run the marketing engines that drive customer acquisition, cross-sell, loyalty, affinity and care operations across digital and traditional media for world-leading brands. Known for its blend of strategy, creativity, execution and measurement, Digitas is a four-time Cannes Lions Award winner in both Cyber and Direct categories. Founded in 1980, Digitas has principal locations in Boston, Chicago, Detroit and New York. The Digitas agency family is a member of the Paris-based Publicis Groupe S.A. (Euronext Paris: FR0000130577, NYSE: PUB), the world's fourth largest communications group and second largest media counsel and buying group.

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Position: SEM Senior Analyst


Search Engine Marketing
Digitas offers an established, in-house search engine marketing (SEM) capability dedicated to executing, managing and optimizing client campaigns. We employ a sophisticated and comprehensive approach to SEM that incorporates organic (site-side) search engine optimization and paid search.

The Search Engine Marketing (SEM) Senior Analyst position will be responsible for executing and managing the tactical components of an integrated SEM campaign which may include both Paid Search (Pay-Per-Click) and Search Engine Optimization (SEO). The SEM Senior Analyst assists with the strategy, planning and reporting of Digitas client SEM campaigns and is responsible for the day-to-day management and ongoing performance optimization.

The SEM Senior Analyst will assist in fielding and resolving SEM challenges and will be expected to solve issues and achieve/exceed campaign goals independently or collaboratively within the appropriate agency team(s). The position will be responsible assimilating data from multiple sources, compiling the information, and drawing actionable conclusions that can be measured and reported. Candidate will be expected to organize large volumes of information, across multiple vendors and platforms. The SEM Senior Analyst is expected to provide status reports, communicate findings and monitor the incremental improvement or effects of change and must be able to synthesize conclusions based on available data.

SEM Senior Analysts possess up-to-date knowledge of the search marketplace and maintain relationships with key outside vendors. They build mid-level Client relationships and oversee day-to-day projects to ensure that deliverables are met. SEM Senior Analysts are responsible for training junior-level search staff for advancement.

The candidate will work with the Digitas SEM capability team to establish performance metrics, report results and foster client and vendor relationships. Digitas is looking for smart and highly motivated candidates that will thrive within a fast-paced, but rewarding team structure that is responsible for the ever-expanding Digitas SEM capability.

Overall responsibilities of the SEM Senior Analyst:
Campagin Planning
�?� Work with the leadership team to develop strategic channel/media approach that will meet client objectives.
�?� Lead in the development of the recommendation document.
�?� Utilize media research tools and resources to aid in campaign development.

Search Campaign Management
Create campaigns, adgroups, and text ads using several search engines interfaces and offline applications.
Research and add relevant keywords and destination urls to campaigns and adgroups.
Possess knowledge of search algorithms, indexing and data modeling.
Optimize campaigns to increase the number of visits, improve CTR, and lower overall campaign costs.
Manage campaigns across different search engines (e.g. Google, Yahoo, Bing).
Manage day-to-day aspects of multiple campaigns including adjusting CPC bids and daily budgets, turning on/off campaigns/adgroups/text ads/keywords, and interacting with AdOps team to ensure impression goals are met.
Analyze engagement metrics (views, visits, views per visit, time on site, bounce rate) to optimize campaign performance.
Perform A/B Testing for text ads and/or landing pages to improve engagement metrics.
Develop and assist with SEM strategies and tactics.

Client Service/Relations
�?� Maintain appropriate mid-level Client relationships.
�?� Serve as day-to-day Client contact.
�?� Build Client respect and be recognized as a leader on their business.
�?� Sell new project ideas to Client and help to grow business.

Supervisory Skills
�?� Plan/prioritize teamwork and delegate responsibilities accordingly.
�?� Work with account teams to ensure a seamless integration of work.
�?� Sell the search capabilities across teams/agencies.
�?� Effectively motivate staff, evaluate performance, and provide feedback on productivity.
�?� Develop and train Search Analysts for advancement.
�?� Ensure quality control of all media deliverables to Clients.
�?� Manage vendor relationships.
�?� Be the day-to-day contact for vendors specific to client business.

Other Functions Required
�?� Support and attend relevant training and shared learning sessions.
�?� Promote positive working relationships within the department, the company and the vendor community.
�?� Establish trust and credibility with clients.
�?� Actively participate in department task force groups.


Bachelor's degree required (previous agency experience a plus).
Minimum 2 years paid search experience (SEO experience a plus).
Knowledge of DART Search a plus.
Clear understanding of the media planning and buying process (multi-channel preferred).
Solid understanding of general advertising and direct marketing performance metrics.
Understanding of the strengths/weaknesses of media research tools and how to effectively use them.
Strong written and oral communication skills.
Proficient in managing numbers.
Ability to understand client objectives and how they translate into search and media strategies.
Able to manage day-to-day program execution.
Highly motivated and willing to work closely within a team structure.
Able to problem solve, prioritize tasks, multitask, and manage time effectively.
Detail-oriented with an analytical approach to achieving objectives.
Excellent communication skills �?? both written and presentation.
Proficient in Microsoft Office applications including Word, Excel, and PowerPoint.

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