PPC Director Job Description.

Transcription

1 PPC Director Job Description.

2 CONTENTS 1. Reporting to 3 2. Scope of role 3 3. Main responsibilities Line management PPC Strategy Campaign strategy KPI s and reports Client focus Analytical and technical Best practice and organisation 5 4. Key skills and experience 5 5. Key behaviours Fresh Egg Limited PPC Director: Job Description 2

3 This job description sets out the scope of the role of PPC Director, together with the main duties of the post at the date when it was completed. It does not include or define all tasks which the post holder may be expected to carry out. Duties may vary from time to time without changing the nature of the post or the level of responsibility. The post holder may also be required to carry out any other duties as required by their line manager. 1. Reporting to Head of Biddable Media 2. Scope of role To lead and manage a team of PPC Managers and PPC Executives, supporting them in building and executing top quality campaigns in order to produce significant results for all clients. To take overall responsibility for the quality of work carried out by all PPC team members. To devise and implement PPC large scale and/or complex campaigns across a number of assigned client accounts/enterprise accounts. Responsible for ensuring the efficient day to day operational management of these accounts, carrying out hands on optimisation, planning, and performance analysis, drawing insight from third party analytics data, and working with other departments to maximise results across all digital channels. To represent Fresh Egg within the industry as an authority on PPC by contributing to internal and external websites, publications, forums and events as required. 3. Main responsibilities 3.1 Line management To lead and manage a team of PPC managers and PPC execs. Line management responsibilities will include hiring, appraisals, 121 meetings, identifying training needs, motivating and performance managing the team. To work closely with the Head of Biddable Media to ensure that all client accounts managed by staff within your team have a robust strategy in place, together with specific performance targets and objectives tailored to meet or exceed the business and commercial expectations of the client. To take overall responsibility for the quality of work carried out by all your team members, routinely reporting details and status of all client accounts managed by your team to the Head of Biddable Media. To ensure that the Head of Biddable Media is kept informed of personnel matters and regularly updated on personnel performance and development. To develop, and to help your staff develop, a strong understanding of the products, competition, industry, marketing goals and objectives of each client. To oversee all written reports produced by your team members and to ensure that all reports released to clients contain a robust description of monthly activity, suitable advice and recommendations and a clear summary of performance against the key performance indicators and metrics agreed with the client Fresh Egg Limited PPC Director: Job Description 3

4 3.2 PPC Strategy To work with the Head of Biddable Media to define new products and input into team strategy and efficiencies 3.3 Campaign strategy To work closely with the Head of Biddable Media and the Client Services Director to ensure that all client accounts managed by you have a robust strategy in place, together with specific performance targets and objectives tailored to meet or exceed the business and commercial expectations of the client To work closely with the Sales Director and client service team as required when devising and managing advanced strategies for high value clients To develop a strong understanding of the products, competition, industry, marketing goals and objectives of each of your clients To actively and frequently propose new and improved search engine marketing campaign ideas 3.4 KPI s and reports 3.5 Client focus To measure the effectiveness of the campaigns across your assigned client accounts. To ensure delivery against all other key performance indicators agreed with the Commercial Strategy team and the client To use a variety of proprietorial and third party tools to compile and draw insight from both company-specific, sector-specific and generic industry data, in order to better understand user trends and behaviour and add context to the performance on each account To produce monthly reports for clients containing a robust description of monthly activity, suitable advice and recommendations and a clear summary of performance against the key performance indicators and metrics agreed with the client To ensure all reports are of a top quality written standard and adhere to Fresh Egg brand style guidance To provide trouble-shooting and ad hoc assistance across the client portfolio To carry out detailed initial PPC consultancies/audits for assigned new customers as required To work closely with the account management team to ensure that each client s account manager is kept up-to-speed with progress and results so that all clients receive top quality, professional customer service from both you and from the client s account manager To maintain regular contact with clients and provide timely and efficient responses to all customer queries To attend and actively take part in client meetings 3.6 Analytical and technical To carry out monthly PPC maintenance for a number of assigned on going client accounts, ensuring the efficient day-to-day management of these campaigns To recommend campaign changes and to carry out hands-on changes where required To carry out advanced and detailed keyword research to identify the most effective and targeted key phrases for each client s PPC campaign. To periodically reassess these key phrases in order to ensure that they continue to be the right terms to target To ensure your knowledge of the search engine marketing industry is kept up to date and relevant by networking/researching/reading blogs and news sources 2015 Fresh Egg Limited PPC Director: Job Description 4

5 To initiate and carry out objective testing of tools, resources and techniques 3.7 Best practice and organisation To provide continuous mentoring, tuition and guidance to colleagues and clients. To prepare and carry out specific training sessions and presentations for clients and/or colleagues as required To efficiently manage your workload and accurately record your time using the company timesheet system To efficiently manage available resources and to carry out frequent cost/benefit analysis with regard to resource allocation To carry out basic risk assessment To freely share knowledge, insight, best practice, tactics and ideas To contribute to a drive for excellence across the wider Biddable team and other Fresh Egg specialist teams Actively contribute to the Fresh Egg blog 4. Key skills and experience Senior-level PPC professional with wide-ranging experience of digital marketing within different industries A passion for digital advertising and a broad knowledge of effective PPC strategies and techniques An excellent understanding of how ads are delivered and how Google AdWords and Bing ad systems function Personal experience of achieving better-than-expected results across a number of PPC campaigns Proven and verifiable experience in delivering PPC campaigns across a variety of industry sectors Analytical, with a proven ability to interpret large amounts of information, news, data and research quickly and distil the most important/relevant information for intelligent strategic development Proficient user of Google Analytics and other major third party analytics platforms Highly numerate and literate, with the ability to produce top quality written reports and to forecast business data and derive high-value insights from multisource data Proactive and highly organised, with strong time management and planning skills Able to meet tight deadlines and remain calm under pressure 5. Key behaviours Self-starter with a positive outlook Proactive and highly organised, with strong time management and planning skills Analytical and inquisitive, with excellent attention to detail Passionate about PPC, with a general thirst for digital knowledge and a significant interest in new platforms and channels Passion for excellence 2015 Fresh Egg Limited PPC Director: Job Description 5

6 Credible, confident and articulate, with excellent communication and presentation skills and the gravitas to deliver ideas clearly and concisely to internal and external stakeholders at all levels of seniority Innovative and creative, with a concise, precise and effective approach to problem solving and the ability to develop, deliver and evaluate brilliant ideas founded on rock-solid strategic thinking 2015 Fresh Egg Limited PPC Director: Job Description 6