Job Description
The Senior Analyst will be the day-to-day steward of search and Commerce media for assigned brands. They are responsible for monitoring and maintaining search / Commerce campaign development, activation, and innovation.
The Senior Analyst is required to develop and maintain strong knowledge of client businesses and apply their media understanding accordingly to help deliver against client needs / objectives.
They will work closely with their manager in the development and communication of all search / Commerce recommendations.
Role Objectives :
Build paid search / Commerce strategies across search engines, as well as AMS, and applicable platforms
Monitor and optimize performance to meet business objectives
Gather and analyze keyword research necessary to build a new campaign
Responsible for gathering necessary data for plan development
Group keywords into ad groups and develop relevant ad copy and extensions
Present recommendations and apply client feedback to keyword and copy proposal
Upon campaign approval, responsible for building flowcharts and loading buys into Prisma
Generate paperwork necessary for purchase authorization and ensure vendor counter signature is received
Primary party responsible for trafficking approved plan into search engines
Primary party responsible for QA of all campaign components prior to launch
Monitor and maintain campaign budgets, pacing, and bid adjustments
Proactively advocate for campaign adjustments based on performance trends
Active monitoring and management of performance and competitive landscape
Development and implementation of optimizations and / or testing plans (e.g. search query reports, negative keyword maintenance, keyword overlap, testing implementation)
Pulling and analyzing data to inform campaign reporting and develop strategic insights with clear actionable items
Build clear, concise, and cohesive quantitative analyses inclusive of strong data visualization
Active participation in client status and reporting calls, including presentation of reporting
Responsible for granular maintenance of monthly billing cycle, including invoice tracking, buy actualization in Prisma, and draft billing compilation for manager approval
Responsible for resolving billing discrepancies in partnership with client strategy and billing reconciliation team
Responsible for learning all relevant tools for reporting, analytics, and competitive analysis
Mastery of all core metric calculations and relationships (e.g. CPC, CPA, CTR, SOV, weighted averages)
Serve as subject matter experts for Analysts and be a resource for training and ad hoc questions
Develop strong working relationship with client teams and partner agencies (where applicable) by helping to create a seamless communications process
Establish professional, productive rapport with sales representatives / media vendors
Work closely with manager to establish priorities and manage workload
Timely delivery of all work
Successful completion of training programs and requisite certifications
Qualifications
2+ years of paid media experience with a focus on Commerce
Experience buying and planning across multiple platforms to include Google, Bing, AMS, Criteo, etc.
Knowledge of Amazon, Walmart, Target platforms
AMS platform, AAP platform, Criteo, and / or Google Ads preferred
Amazon Retail Analytics (ARA), 3rd Party Digital Shelf Reporting, i.e. Clavis or EDGE preferred
Experience working in a client-facing capacity
Experience using paid media to complement earned media campaigns and meet business objectives
Proficiency in MS Suite : Excel, Word, Microsoft office, PowerPoint
Demonstrate critical thinking and problem-solving skills
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