Informa Senior Digital Marketing Specialist - SEM in New York, New York
Informa is a leading international events, intelligence and scholarly research group. Listed on the London Stock Exchange and a member of the FTSE 100, Informa has over 11,000 colleagues working in more than 30 countries.
At Informa Tech, we believe that technology innovation is key to driving positive change in our society. We believe that digital inclusion underpins progress. And we believe that diversity in tech is central to a thriving industry.
Our aim is to inspire the global technology community to build a better world by informing, educating and connecting them through world-class research, training, events, and media. We sit at the heart of the tech community with specialisms in emerging tech, AI, IoT, enterprise IT, cyber security, media & entertainment and service providers.
Leveraging over 100 trusted brands, we offer an unrivaled global networking community and platform for technologists and innovators to be inspired and reach their full potential. (Join us and reach yours!)Job Description
Working in a dynamic, creative and highly collaborative central digital marketing team, the Senior Digital Marketing Specialist - SEM will create, implement, and optimize successful SEM strategies across Informa Tech's media, events, research and training products. They will lead on SEM campaigns which drive an increase in branch reach and perception among a variety of tech and telecoms communities, expanding Informa Tech's qualified audience base and significantly increasing conversion, whilst improving the ROI of omni-channel campaigns. They will lead on the tracking and reporting of all campaigns, providing key insights to maximize campaign performance. This highly technical marketing specialist will embed SEM best practice across Pillar Marketing teams, providing training where necessary.
\* Collaborate with the Pillar Marketing Leads to create bespoke SEM strategies across events, media properties, training courses and research products
\* Responsible for the set-up of all paid search and paid social (including remarketing) campaigns
\* Create campaigns which generate a significant increase in brand awareness, quality leads and audience growth, event/training attendees/revenue and client sales
\* Conduct in-depth and relevant industry and audience analysis, identifying trends and key opportunities to maximize SEM campaign success
\* Set up cross-domain tracking as well as consistent Google Analytics views/segments and goals to effectively track campaign performance, from first touch point to conversion, including LTV of leads generated
\* Implement consistent UTM tracking across Pillars and campaigns to effectively measure campaign reach and effectiveness
\* Consistently optimize SEM campaigns at key junctures, ensuring creatives and targeting remain highly relevant and effective
\* Collaborate with the SEO team to maximize the reach of shared properties and effectiveness of both SEM and SEO initiatives
\* Create weekly and monthly SEM trackers for circulation to key stakeholders and Pillar marketing teams, with commentary on channel performance, analysis, and suggested optimizations
\* Effectively track and manage SEM budgets across all owned campaigns
\* Regularly and consistently track and maximize ROI of all SEM campaigns, including the bench-marking of CPAs and CPLs across certain personas/audience types and industries
\* Consistency track the quality of traffic and leads generated via SEM initiatives
\* Work closely with external digital marketing agencies across strategically outsourced digital marketing campaigns, defining objectives, KPIs and budgets
\* Conduct competitor analysis to uncover strategic opportunities around keyword targeting
\* Create post campaign reports summarizing channel performance, ROI, lead generation volume and quality and conversion metrics against targets
\* Facilitate digital marketing up-skilling sessions across Pillar marketing teams
\* Stay up to date with the latest algorithm changes, SEM trends and tools for optimization of current and future initiativesQualifications
Skills, Abilities & Knowledge
\* Extensive and technical SEM knowledge and experience
\* Highly strategic - SEM strategy creation
\* SEM campaign setup and optimisation, including remarketing
\* In-depth knowledge of Google Analytics, GTM and related tracking technologies
\* Knowledge of Google Search Console, SEMRush and related tools
\* Highly analytical - ability to recreate successful campaigns and optimise sub-optimal campaigns
\* Analysis of campaign effectiveness, including ROI
\* Digital marketing innovation - staying up to date with latest SEM tools, platforms, and important algorithm changes
\* Knowledge of SEO, conducting site audits and its practical application
\* Creating comprehensive and effective SEM strategies, aligned to overarching marketing objectives
\* Extensive knowledge of Google Analytics with in-depth experience in segment building and goal set-up, as well as cross domain tracking
\* Hands-on experience creating and optimising successful PPC and paid social campaigns (including remarketing)
\* Extensive experience creating and implementing successful lead generation and audience build campaigns via SEM
\* Experience in building successful conversion campaigns via SEM, ie: free/paid event/training attendees, paid research subscribers etc
\* Proven experience in analysing audience data, traffic analytics and channel performance, and recommending improvements
\* Experience managing and working alongside agencies to define and deliver against key objectives to drive performanceAdditional Information
Learning and development plan to assist with your career development
Other flexible benefits include healthcare, cycle to work scheme and season ticket loans
5% pension match
Share-match options - become a shareholder
Regular social events and networking opportunities
We know that sometimes the 'perfect candidate' doesn't exist, and that people can be put off applying for a job if they don't fit all the requirements. If you're excited about working for us and have most of the skills or experience we're looking for, please go ahead and apply. You could be just what we need! We believe strongly in the value of diversity and creating supportive, inclusive environments where our colleagues can succeed. As such, Informa is proud to be an Equal Opportunity Employer. We do not discriminate on the basis of race, color, ancestry, national origin, religion, or religious creed, mental or physical disability, medical condition, genetic information, sex (including pregnancy, childbirth, and related medical conditions), sexual orientation, gender identity, gender expression, age, marital status, citizenship, or other protected characteristics under local law.
This role may also be available on a flexible working schedule - please ask the Talent Acquisition team for more information.
All your information will be kept confidential according to EEO guidelines.Videos To Watchhttps://youtu.be/ZY6UckRBPBQ
Informa is committed to equal employment opportunity for all employees and applicants for employment without regard to age, colour, creed, disability status, gender, national origin, race, religion, sexual orientation or veteran status, or any other legally protected status.