Digital Marketing Specialist – SEM

Rule Purpose:

Working in a dynamic, creative, and highly collaborative central digital marketing team, the Digital Marketing Specialist – SEM will create, implement, and optimize successful SEM strategies across Informa Connect’s most exciting Tech brands. They will execute SEM campaigns which drive a sharp increase in brand reach and perception amongst a variety of Tech communities, expanding our qualified audience base and significantly increasing conversions and revenue. They will lead on the tracking and reporting of all campaigns, providing key insights to maximize campaign performance. This technical, detail-orientated, and AI proficient marketing specialist will help foster a culture of continuous improvement to maximize campaign performance and efficiencies.

Key Responsibilities:

• Collaborate with Portfolio Marketing teams to create bespoke SEM strategies closely aligned to brand, industry, and audience.
• Responsible for the set-up of all paid search, display, and paid social campaigns.
• Create campaigns which generate a significant increase in brand awareness, quality leads, and audience and client revenues.
• Conduct in-depth and relevant industry and audience analysis, identifying trends and key opportunities to maximize SEM campaign success.
• Ensure robust SEM tracking with consistent Google Analytics views/segments and goals to effectively analyze campaign performance, from first touch point to conversion, including assisted conversions.
• Consistently optimize SEM campaigns at key junctures, ensuring creatives and targeting remain highly relevant and effective.
• Employ a test and learn approach to campaign management, leveraging customer behavior levers.
• Collaborate with the SEO/GEO team to maximize the reach of shared properties and effectiveness of both SEM and Organic initiatives.
• Create weekly SEM trackers/dashboards for circulation to key stakeholders and Portfolio marketing teams, with commentary on channel performance, analysis, and suggested optimizations.
• Effectively track and manage SEM budgets across all owned campaigns, proactively re-allocating budgets where necessary.
• Regularly and consistently track and maximize ROI of all SEM campaigns, including the benchmarking of CPAs and CPLs across certain personas/audience types and industries.
• Conduct competitor analysis to uncover strategic opportunities around keyword targeting and strategic ad placements.
• 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 algorithm changes, SEM trends, and tools for optimization of current and future initiatives.