Search Marketing Specialist

Search Marketing Specialist

GENERAL SUMMARY

The Search Marketing Specialist reports into the Head of Global SEO & AI Content and serves a key role in enabling Crayola e-commerce business through digital marketing. The primary role of the Search Marketing Specialist will be to amplify product visibility online, supporting organic and paid search marketing efforts across Crayola.com and ecommerce retailers, notably Amazon, Walmart.com, and Target.com. The role will write high-quality content and implement SEO best practices for Crayola owned properties and omni-channel retailers. This will include keyword research, optimizing existing copy, writing new copy, and helping to improve search rankings across ecommerce platforms. Secondarily, this role will also support Crayola.com SEM efforts by activating campaigns and writing digital advertising copy.

PRINCIPAL DUTIES & RESPONSIBILITIES

• Execute Product Content Strategy
• Develop, test, and drive SEO strategy across Omni-channel retailers (Amazon, Walmart.com and Target.com, etc) and Crayola.com
• Omni-channel support includes retailer specific copy, digital advertising copy, and long form / expanded A+ copy
• Crayola.com support includes landing page content development, email communications, blog, and keyword research
• Execute on-going product copy optimizations, including updates to implement best practices, seasonal copy changes, and test & learn plans
• Support product detail copy development for newly launched Crayola products
• Includes working with Product Marketing to develop sell sheets as well as consumer facing product detail pages
• Collaborate cross-functionally with partners in Product, Sales, and Marketing / Agencies to implement consistent keyword strategies and optimizations across the full product life cycle
• Conduct keyword research, identify keyword opportunities, monitor trends, and follow competitors to shape keyword strategy for priority retailers and improve ranking for target keywords
• Monitor organic channel KPIs and apply data-driven insight to optimize each retailer strategy accordingly
• Enable Omni-Channel Product Content Syndication
• Facilitate PDP content publishing process, inclusive of new product uploads to PIM and retailer accounts, tracking/auditing on-time publishing and uploads, and on-going copy maintenance
• Manage error submission process across accounts
• Coordinate with key content partners and Product Information Management (PIM) platform to facilitate the development and publishing of effective SEO and keyword optimized copy to yield desired search results
• Report on search trends across platforms (e.g. Amazon, Walmart.com, Google), including seasonal trends, evergreen keywords, and emerging spaces
• Paid Advertising and Content Support
• Lead Google Ads paid search text ad campaigns for Crayola.com
• Support paid search initiatives including campaign set up, ad copy creation, and reporting in Google Ads and Google Analytics
• Test & Learn emerging technologies and ecommerce marketing across retailers (e.g. Amazon Posts, expanded A+ copy)

JOB SPECIFICATIONS

• Associates degree in Communications, Advertising, Marketing or related field
• Minimum 3 years of experience in search marketing with hands-on technical SEO experience
• Experience with Brightedge, Amazon Vendor Central, Salsify, Syndigo / Content Analytics, Criteo, and Google Ads preferred
• Copywriting experience in the digital space, with the ability to translate keywords into consumer copy
• Experience writing for Amazon product detail pages (including A+ copy) is required
• Excellent self-starter with strong verbal and written communication
• Understanding of performance tracking and measurement with an ability to glean clear and actionable marketing insights from data sets and can clearly communicate them to stakeholders
• Excellent time management skills and a commitment to on time deliverables
• Staying up to date on current industry practices, news, and algorithm updates
• Demonstrated ability to work collaboratively and to solve problems creatively in a fast paced ever changing environment
• Able to balance competing priorities across multiple platforms & teams

PHYSICAL CONDITIONS

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is frequently required to sit, walk, talk, use hands and fingers to operate, handle, or feel objects, tools, or controls and reach with hands and arms. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision and the ability to adjust focus.

DISCLAIMER

The preceding job description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job.

WHY CRAYOLA?

Crayola is a kid-inspired culture that offers:

• Free Admission to Crayola Experience for Employees
• Community Volunteerism Opportunities
• Annual Bonus Potential for all Full-Time Employees
• Company Matched 401k & Employee Value Sharing Plan
• Comprehensive Healthcare Benefits for Eligible Employees
• Education Assistance Program
• Wellness Programs
• Employee Resource Groups
• Generous Product Discounts Onsite & Online
• Company Sponsored Employee Events
• Discounts on a wide variety of products and services - automotive, electronics, fitness, travel and entertainment
• Green is our favorite color! Crayola cares about the environment and responsibly makes the products you love. Learn more about Crayola's creative solutions for greener tomorrows: https://www.crayola.com/about-us/sustainability
• Crayola is committed to providing competitive market compensation. Our pay ranges are established using reliable market data and consider factors such as job responsibilities, industry benchmarks, and geographic location. Individual starting pay is determined by a candidate's skills, experience and qualifications. This role is eligible to participate in an annual incentive plan as per plan guidelines. For a full list of Crayola benefits, please visit https://www.crayola.com/company/employee-benefits

SEARCH FIRM REPRESENTATIVES

Crayola LLC is not seeking assistance or accepting unsolicited resumes from search firms for this employment opportunity. Regardless of past practice, all resumes submitted by search firms to any employee at Crayola LLC via e-mail, the Internet, or directly to hiring managers at Crayola LLC in any form without valid written search agreement in place for that position will be deemed the sole property of Crayola LLC, and no fee will be paid in the event the candidate is hired by Crayola LLC as a result of the referral or through other means. Search firms are essential to the recruitment and staffing efforts at Crayola LLC, and we value the partnerships we have built with our vendors. For this reason, Crayola LLC has established and regularly maintains a preferred vendor list. Please note that even preferred vendors need to have a written search agreement signed by Human Resources at Crayola LLC in place for the specific position in order for a fee to be paid for any candidate referrals.