Head Of Ppc (Ppc Manager)
London, United Kingdom
Main Responsibilities: 1. Strategic leadership across search marketing 2. Search in-house team lead, growth, development and strategic direction 3. Search strategy planning, development, deployment, execution and delivery across UK & International markets 4. Budgeting, forecasting, management of digital marketing agency and search engine partnerships 5. Campaign execution strategic direction & guidance 6. Collaboration and liaison with product, insight, creative, marketing, development teams and third parties to integrate search with wider marketing comms Accomplishments: - Grew Betfair's multimillion SEM channel by 20% by creating and implementing effective growth, optimization and integration strategies - Proposed and developed a strong in-house PPC team achieving cost savings for the Group on Paid Search Marketing. Led the project from inception to completion - Improved paid search campaign execution by 25% by introducing innovative, efficient campaign planning and execution guidelines, best practices and frameworks- Integrated Datawarehouse tracking with search - Contributed to the search re-targeting strategy- Created an effective search integration strategy maximizing return from SEM channel and minimizing cross-channel cannibalization- Was primary stakeholder in devising conversion rate optimization (CRO) strategy across the business. Created CRO planning & testing matrix and executed numerous tests improving online marketing campaign efficiency - Improved returns from digital agency and suppliers by 15% by introducing KPI-based performance model - Collaborated with wider marketing teams to deliver integrated marketing campaigns- Contributed to site development initiative both for desktop and mobile - Worked across all acquisition channels (Search, Social, Display, Affiliates, Mobile, Customer Referral) providing guidance and insight to sharpen online acquisition program within Betfair
