Principal Paid Search Strategist

JOB PURPOSE:

Responsible for managing the day-to-day paid search digital marketing efforts for our Affordable Dentures & Implants brand. This includes driving campaign execution and optimization for all PPC performance campaigns in partnership with internal and external partners, managing effective lead capture for all digital sourced calls, online form fills, and online appointments focused on maximizing new patient acquisition as cost efficiently as possible.

GENERAL DUTIES & RESPONSIBILITIES:

• Consult and partner with key stakeholders on the development of a patient-first, geo-targeted digital marketing strategy and test plans across Google and Bing in support of a small but quickly growing network of affiliated individual practices, focused on fixed arch dental implants.
• Work with Sr. Manager, Digital Marketing in the development of performance marketing plans to ensure optimization of and adherence to our budget and campaign performance across our digital marketing channels.
• Measure and optimize campaign performance, including managing of lead metrics, tracking numbers, online lead form fills, online appointments, leveraging analytics and data to identify optimization opportunities with the current strategy and new opportunities for growth.
• Work towards optimizing spend and digital media campaign performance.
• Manage and optimize lead capture capabilities with call tracking and online scheduling vendors.
• Drive the execution and approval of the digital channel strategy, priorities, and goals to ensure cross-functional alignment and effective roll out of new initiatives.
• Field questions, inquiries, and local requests for digital recommendations and review of opportunities. from the ADIC Chief Clinical Officer, Managing Dentists, and Field Operations teams.
• Solicit support from IT, as required.

GENERAL KNOWLEDGE, SKILLS & ABILITIES:

• 5+ years in digital marketing client-side or agency experience, including paid search, organic search, display, retargeting.
• Experience in a multi-location retail environment preferred and/or health care and dental implant industry experience a plus, with associated knowledge of HIPAA laws and regulations.
• Significant experience defining and executing performance-based digital advertising campaigns with accountability for sales and revenue goals.
• Should maintain detailed knowledge of digital marketing best practices and emerging technologies.
• Strong knowledge of Google AdWords, Bing Ads and Google Analytics.
• Experience with SA360 is a plus.
• Strong Math Background. Familiar with Excel, Pivot Table.
• Must demonstrate strong analytics skills including ability to synthesize data and provide insights and strategic actions.
• Self-motivator with collaborative spirit. Proven track record of hands-on experience managing digital marketing channels to drive successful performance.
• Ability to prioritize and manage projects simultaneously and work cross-functionally.
• Ability to manage multiple large projects, while being responsive to smaller projects and requests that arise.
• Demonstrated oral and written communication skills.
• Must be a self-starter who can work as an individual contributor and as part of a team.
• Bachelor’s degree or equivalent experience and/or education required.

CERTIFICATIONS

• Recent Google AdWords Certification

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