St. Petersburg College

Search Engine Marketing (SEM) Manager [ID: 851]

Position Summary:

Search Engine Marketing Manager to manage the in-house paid search program, and assist with the marketing automation, landing page and marketing email development for St. Petersburg College, reporting to the Assistant Interactive Director for the Marketing and Strategic Communications Department. The ideal candidate will manage relationships with search engine vendors, expand campaigns to drive incremental revenue, and manage a budget to specific financial and key performance metrics. The SEM Manager must have strong critical thinking and creative capabilities, the desire and ability to become a world class search marketer, and be comfortable working with cross-functional teams in a rapidly changing environment.

Position-specific job summary:

A full understanding of all core Paid Search Marketing skills (campaign creation, ad development, landing page selection, bid management etc.) and associated tool sets
Extremely organized and deadline driven
Comfortable playing execution roles, as well as driving strategy
Ability to develop, explain, and execute complex Paid Search strategies
Strong grasp of Google Analytics and other web analytics platforms (i.e. Omniture)
Ability to analyze reports and communicate findings
Ability to measure the effectiveness of strategy (traffic, conversion, ROI) on the overall goals of the college
Advanced understanding of Excel
Strong written and editorial skills
Experience in ad copy, keyword and landing page optimization and testing
SEO experience a plus

This is the second of two levels in the Graphic Design series. Incumbents plan and coordinate graphic design services for the College. Responsibilities may include assigning and supervising design work done by the lower level; establishing standards and processes for graphic design work; defining customer needs; approving graphic designs for College use; and performing the duties of the lower level. Incumbents supervise the lower level.

Compensation: $52,785.40 - $65,981.75

Requirements:

Education:

Bachelors Degree required; Masters preferred.

Experience:

Minimum of 2+ years of experience in Paid Search Marketing with an agency or as an in-house specialist, preferably within the higher education sector.

* An equivalent combination of education and experience sufficient to successfully perform the essential duties of the job may be acceptable in lieu of those requirements listed above.

Knowledge:

Strong grasp of Google Analytics and other web analytics platforms (i.e. Omniture);
A full understanding of all core Paid Search Marketing skills (campaign creation, ad development, landing page selection, bid management etc.) and associated tool sets;
Thorough understanding of art direction with an extreme eye for detail.

Graphic design techniques and principles;
Marketing principles and practices;
Project management principles;
Proper use of the English language;
Recordkeeping principles;
Contract negotiation techniques;
Photography principles;
Customer service principles;
Computers and related software applications.

Skills:

Experience using Google AdWords, Yahoo Marketing Solutions and MS AdCenter, as well as Facebook paid and remarketing, and other social platforms
Experience building high converting landing pages and email campaigns thought marketing automation strategy development
Experience using various web analytics applications
Google Ad-Words certification a plus
Advanced Excel skills
Track record of high achievement in opportunities requiring critical thinking, analytical skills, and creative problem resolution
Ability to understand and optimize key marketing metrics
Cross-team negotiation skills and superior communications skills
Well organized and able to manage multiple projects simultaneously

Prioritizing and assigning work;
Developing and implementing marketing plans;
Coordinating, prioritizing, organizing, and managing multiple simultaneous projects;
Managing and coordinating the preparation and publication of a variety of marketing, promotional, and/or communication materials;
Preparing clear and concise marketing materials;
Designing promotional layouts and graphics;
Maintaining operational records;
Providing customer service;
Using a computer and related software applications;
Communication, interpersonal skills as applied to interaction with subordinates, coworkers, supervisor, the general public, etc. sufficient to exchange or convey information and to give and receive work direction.

Physical:

Positions in this class typically require: reaching, standing, walking, grasping, feeling, talking, hearing, seeing and repetitive motions.
Sedentary Work: Exerting up to 10 pounds of force occasionally and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects. Sedentary work involves sitting most of the time. Jobs are sedentary if walking and standing are required only occasionally and all other sedentary criteria are met.

License:

None.

Responsibilities:

These duties are a representative sample; position assignments may vary.		Potential Frequency
1.	Supervises staff to include: prioritizing and assigning work; conducting performance evaluations; ensuring staff is trained; ensuring that employees follow policies and procedures; maintaining a healthy and safe working environment; and making hiring, termination, and disciplinary recommendations.	Daily 20%
2.	Develops and implements marketing plans; develops a variety of marketing materials to promote programs and services; and establishes standards and processes for graphic design work.	Daily 30%
3.	Determines layout for advertisements and promotional materials, which includes creating designs and concepts, determining size and arrangement of text and illustrative material, and proofreading and editing materials as necessary.	Daily 20%
4.	Communicates and confers with clients and vendors regarding promotional needs and promotional instructions.	Daily 20%
5.	Maintains a variety of marketing materials, promotional items, communication materials, website themes, and/or other applicable items and records.	Daily 10%
6.	Performs other duties of a similar nature or level.	As Required

Equal Access/Equal Opportunity

The Board of Trustees of St. Petersburg College affirms its equal opportunity policy in accordance with the provisions of the Florida Educational Equity Act and all other relevant state and federal laws, rules and regulations. The college will not discriminate on the basis of race, color, ethnicity, religion, sex, age, national origin, marital status, pregnancy, sexual orientation, gender identity, genetic information, or against any qualified individual with disabilities in its employment practices or in the admission and treatment of students. Recognizing that sexual harassment constitutes discrimination on the basis of sex and violates this Rule, the college will not tolerate such conduct. Should you experience such behavior, please contact Dr. Devona Pierre, Executive Director, Organizational Culture and Engagement/Title IX Coordinator at 727-341-3261; by mail at P.O. Box 13489, St. Petersburg, FL 33733-3489; or by email at eaeo_director@spcollege.edu.