Senior Digital Marketing Specialist - SEM

Company Description

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, cybersecurity, media & entertainment and service providers.

Leveraging over 100 trusted brands, we offer an unrivalled global networking community and platform for technologists and innovators to be inspired and reach their full potential. (Join us and reach yours!)

The Senior Digital Marketing Specialist - SEM is a permanent, US-based, remote role.

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 large scale expo and conference products.

They will lead on SEM campaigns which drive an increase in branch reach and perception among a variety of tech communities, significantly increasing conversions and revenue, whilst improving the ROI of omni-channel campaigns. They will own the tracking and reporting of all campaigns, providing key insights to maximize campaign performance. 

Key Responsibilities:

• Create bespoke SEM strategies in support of event attendee and sponsorship initiatives.
• 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 GA4 views/segments and goals to effectively track campaign performance, from first touch point to conversion.
• Implement consistent UTM tracking across 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, CRO and Design/Video team to maximize campaign performance.
• Create weekly and monthly SEM trackers and dashboards for circulation to key stakeholders, with commentary on channel performance 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.
• 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.
• Stay up to date with the latest SGE changes, SEM trends and tools for optimization of current and future initiatives.

The salary range for this position is $93,000 - $114,000 depending on experience.

This posting will automatically expire on 7/24/2024

Qualifications

Skills, Abilities & Knowledge

• At least 5 years experience in delivering successful, commercially driven SEM campaigns.
• Extensive and technical SEM knowledge and experience.
• Highly strategic - SEM strategy creation.
• Hands-on experience creating and optimizing successful eCommerce PPC and paid social campaigns (including remarketing).
• Extensive experience creating and implementing successful lead generation campaigns via SEM.
• In-depth knowledge of GA4, GTM and related tracking technologies.
• Knowledge of Looker Studio and/or PowerBI to build performance dashboards.
• Knowledge of MarTech tools such as SEMrush and ahrefs.
• Highly analytical - ability to recreate successful campaigns and optimize sub-optimal campaigns.
• Analysis of campaign effectiveness, including ROI.
• Digital marketing innovation – staying up to date with latest SEM and AI in marketing trends and tools.
• Proven experience in analyzing audience data, traffic analytics and channel performance, and recommending improvements.
• Knowledge of B2B and events a bonus

Additional Information

Why work at Informa

Employee experience is very important to us at Informa. On top of joining a supportive, diverse and ambitious team that welcomes all types of candidates. We are also flexible with different working patterns and prioritizes promotions internally. Our benefits include:

• Learning and development plan to assist with your career development
• 15 days PTO plus 9 national holidays, 4 days for volunteering and a day off for your birthday!
• Competitive Benefits with 401k match 
• Paid parental leave 
• Work with a high quality of specialist products and service
• Bright and friendly staff who are all “expert’s experts” and additional training and development for helping you achieve your career aspiration
• ESPP - become a shareholder

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, military or veteran status, citizenship, or other protected characteristics under federal, state or local law. 

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, military or veteran status, citizenship, or other protected characteristics under federal, state or local law.

This role may also be available on a flexible working or part time basis – please ask the Talent Acquisition team for more information.