Digital SEM Marketing/Communications Specialist II

The Digital Marketing/Communications Specialist II is responsible for driving client advertising performance, supporting portfolio growth, and contributing to retention strategies. Under general supervision, this role makes decisions that align with the dealer’s agreed-upon advertising strategy. The specialist executes end-to-end digital campaigns across Search, Display, Social, and Video channels to optimize performance against dealer goals. This position follows established best practices to analyze results, proactively identify issues, and take ownership of resolving any challenges that may impact performance or dealer satisfaction. What You'll Do:

• Execution and delivery of client Digital Advertising (SEM, Display, Social Media, Video) strategies and tactics, with strong advertising performance and high client satisfaction across a portfolio of 50+ accounts.
• Follow Digital Marketing Operations and industry best practices in support of digital advertising, including compliance guidelines for OEM programs.
• Act on current digital advertising trends, products and best practices that provide maximum value to a dealer’s strategies and performance.
• Proactively analyze and assess digital advertising performance and translate quantitative and qualitative data into strategic recommendations to continually improve performance.
• Review performance based on both client goals and objectives as well as industry best practice KPIs, including but not limited to: Cost per Lead, Attributed Cost per Visit, provider health score (i.e. Google Optiscore), delivery, etc. KPIs will vary time to time based on DDC and client needs.
• Provide and/or execute keyword research and expansion, ad creation, campaign performance tracking, and audience/placement analysis/recommendations to continually improve digital advertising performance.
• Monitor and analyze account performance and trends to determine adjustments in tactics and allocations, making independent decisions and consulting with the client as needed.
• Provide monthly performance reporting and quarterly consultative conversation to ensure alignment to goals.
• Conduct webinar/phone/email contacts or limited in-person as needed to ensure alignment of digital advertising budgets and goals.
• Configure, troubleshoot and provide quick resolution to a variety of digital advertising needs.
• Take ownership of clients’ digital advertising issues and drive to resolution. Utilize standardized methods provided to closely monitor digital advertising system ‘red flags’ and emergencies with clients and take immediate action.
• Significant focus on retaining clients and growing advertising budgets by leveraging product expertise and presenting substantiated recommendations to dealers for continued and increased investment.
• Demonstrate Digital Advertising experience through client review of new product features and benefits on an as needed basis.
• Partner with Sales as needed to assist in overcoming customer objections for new product sales opportunities.
• Demonstrate “ownership” of account by responding to client requests and issues in a timely and urgent manner.
• Work with ‘at risk’ clients and determine action plan and execute to turnaround and retain.
• Follow established processes to ensure proper handling of cancellations, including contributing to team action(s) to turnaround ‘cancelled’ accounts.
• Perform all systems actions to act on recommendations, optimizations, alerts, any action required to directly support dealers digital advertising.
• Track dealer conversations, optimizations, budget changes, and decisions made to ensure proper audit trail and evidence of actions.
• Conduct webinar/phone/email contacts or limited in-person as needed to ensure alignment of digital advertising budgets and goals.
• Participate in the exchange of ‘best practices’ across entire Digital Advertising Strategists team, incorporating those learnings to continually improve dealer performance.
• Effectively manage time and activity to successfully engage with every client at least once each quarter over the phone as necessary to maintain client satisfaction.
• To schedule any limited travel in a way that allows for maximum time with clients and “reach”.
• Construct and communicate contact summary reports with appropriate documentation.

Minimum Qualifications:

• Bachelor’s degree in a related discipline and 2 years experience in a related field. The right candidate could also have a different combination, such as a master’s degree and up to 2 years experience; or 6 years experience in a related field
• Experience and demonstrated ability to effectively work with all levels of a client account.
• Demonstrated customer service skills and outstanding relationship management capabilities.
• Demonstrated knowledge of Search Engine Optimization strategies, good knowledge of web-based applications and common internet protocols and conventions (HTTP, FTP, HTML, CSS, website strategy and concepts, website analytics tools, and Google Analytics).
• Demonstrated knowledge in using Salesforce.
• Certification: All members of the Advertising team must be certified in Google Search, Google Display, and Microsoft within first 90 days of employment.
• Travel: 5% (1-2 trips/yr)

Preferred Qualifications:

• Google and Microsoft certifications are a plus (Ads, Analytics, Video, Mobile, etc.)