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Full-time

Digital Marketing Specialist

job description:

RWB is seeking a motivated, data-driven digital marketer with experience in the cannabis industry to execute and optimize our paid search advertising and Social Media marketing campaigns. This person will have an important role supporting the sales team in building new and existing paid search advertising programs globally through different channels. The ideal candidate is a data-driven performance marketer with a strong focus on paid search marketing programs, social media marketing, understanding of attribution and with solid working knowledge of other digital channels such as display, video, and/or mobile advertising. The paid search specialist in this role will collaborate with local and international marketing teams to launch and optimize digital campaigns, drive attribution efforts, and attain monthly, quarterly, and annual program KPIs.

Accountabilities:

  • Launch and optimize lead gen advertising campaigns across the digital landscape focusing particularly on global paid search programs and other online marketing channels including but not limited to Linkedin, Facebook, and Instagram.
  • Drive continuous optimization across all facets of campaigns by partnering with the marketing. Creative and sales department to localize and test new keywords, ad copy, banners, content, and landing pages
  • Ensure campaigns follow best practices and naming conventions, for conversion tracking.
  • Leverage campaign and sales metrics from advertising platforms such as Google and Bing as well as internal data warehouse tools (Google studio, semrush, segment ) to analyze performance and optimize programs
  • Partner with the sales and marketing team to produce reports outlining results and recommend opportunities for improvement.
  • Report and present performance and recommendations to the Sales Director, marketing director and Stakeholders
  • Help implement and trouble-shoot marketing technologies, including advertising pixels, 3rd party tags, audience segments, and parameter tracking.
  • Creation and management of text messaging and email campaigns.
  • Other duties as assigned.

responsibilities:

  • Plan, build, and implement manual pay-per-click campaigns for clients and donors
  • Maintain and monitor keyword bids, budget limits, negative keywords, ad performance, and other KPIs
  • Evaluate and report on search activity across major channels
  • Provide recommendations for keyword opportunities, campaign structuring, targeting, optimization strategy, and other facets of digital marketing
  • Implement on-page and off-page SEO strategies
  • Build and manage Facebook, Instagram, Pinterest, and other social media campaigns for clients or donors as directed
  • Report on all major metrics, goals, achievements, etc. monthly and upon request
  • Stay informed with search algorithms, PPC updates, new marketing opportunities, and industry trends
  • Inform manager of both positive and negative metrics or trends that do not fall within normal benchmarks
  • Pull data, update reports, and maintain documents as directed
  • Perform any other assigned duties that relate to general digital marketing
  • Work closely with other team members to meet department and company goals

skills:

  • Experience in the Cannabis Industry reqired.
  • Strong grasp of search analytics and measurement
  • Expert in features and functionality of major search engines including Google and Bing
  • Well versed working with: Google Analytics, Semrush, SFDC, and Datorama. Social platforms a Must.
  • Ability to break complex topics into simple, jargon-free updates
  • Self-driven with a strong curiosity to explore and analyze data, systems and processes
  • Strong analytical skills and the ability to spot anomalies quickly
  • Ability to leverage large datasets to run campaign analysis and provide recommendations with demonstrable experience driving growth through testing and analysis.
  • Exceptional attention to details. Highly committed to deliver quality results
  • Self-motivated, self-starter, able to independently execute with minimal supervision in a fast-paced environment with rapidly changing priorities
  • Experience marketing B2B in the automotive or transportation business.
  • Google AdWords Certification
  • Facebook Blueprint certification
  • Adobe certification, huge plus

qualifications:

  • Bachelor’s in digital marketing or digital advertising, or equivalent job experience
  • 3-5 years of experience creating and managing campaigns in Google Ads, Bing, Linkedin, Facebook and Instagram
  • Google Ads (AdWords): 2 years (Required)
  • Google Analytics: 2 years (Required)
  • SEO: 1 year (Required)
  • Google Ads Certified (Preferred)

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