Website Content and PPC Specialist

Position Summary

The Website Content and PPC Specialist works closely with supervisor and other stakeholders to plan and execute on daily organization, placement and publishing of website content ensuring it is accurate, intuitive and moves a customer through the ecommerce shopping journey. Engages with the website to improve key word search and organic SEO

Responsible for the daily execution of paid advertising for search engine and social media campaigns and for the Google Merchant and Meta catalogs.

Serves as the central point of contact for the marketing CRM (HubSpot) ensuring contact data and email campaigns are implemented according to policy and plan in order to maintain CRM health and ensure excellent implementation for both marketing and transactional emails.

There is no remote or hybrid option for this position. Requires regular face-to-face meetings and interactions and serves as the on-site liaising and interactions with in-person team members.

Primary Duties And Responsibilities

Website Site Map, Content Organization and Ecommerce User Experience

• Works in collaboration with supervisor and other stakeholders to manage, organize, update, and publish digital content on the website to ensure it stays accurate, engaging, and moves the customer through the ecommerce journey.

• Plans, organizes, and manages the structural hierarchy and page layout of a website

• Ensure the site-map is continuously updated and list every main page, category, and sub-page needed for a build or redesign.

• Ensures there is a clear tree structure so users and search engines can easily navigate the site.

• Ensures the live blueprint is shared with designers, content writers, and developers to maintain website taxonomy integrity.

• Uses the site-map as central to search engine advertising and SEO improvements

• Ensures the website content is accurate and error free.

• Works closely with website administrator as required.

Google Ads and Google Merchant Center Paid Advertising

• Works closely with supervisor and team to plan, create and manage paid ad campaigns on platforms like Google and Bing Ads with the goals to bring targeted traffic to a website, increase leads or sales, and ensure that advertising budgets are used effectively.

• Manages product feeds and optimizes Google Merchant Center account in order to driving e-commerce growth.

• Setup, maintain, and troubleshoot product data feeds to ensure accurate catalog listings and error-free presentations.

• Builds, targets, and runs paid Google advertising campaigns.

• Research keywords; collaborate to write ad copy, set up campaigns, and track performance for results.

• Regularly test and refine ads, keywords, and targeting settings to enhance performance; use A/B testing to compare ad variations, adjust bids based on performance data, and work closely with supervisor to implement optimization tactics to achieve desired outcomes.

• Ensures compliance with Google Merchant Center guidelines, policies, and best practices to prevent item disapprovals or account suspensions.

• Add relevant keywords, meta descriptions, and alt text to boost search engine rankings

• Monitors Google ad campaign progress and tracks daily or weekly Key Performance Indicators (KPIs) like clicks, conversions, and spend pacing.

Social Media Marketing and Advertising Coordination

• In alignment with overall social media strategy, builds, targets, and runs paid social media advertising campaigns based upon established campaign goals.

• Monitors and optimizes paid social media ad campaigns on a daily basis including managing budget pacing, and audience targeting.

• Setup and launch targeted paid ads on platforms like Facebook, Instagram, LinkedIn, and YouTube.

• Track key metrics such as click-through rate (CTR), cost per click (CPC), cost per acquisition (CPA), and return on ad spend (ROAS).

• A/B Testing, run split tests on ad creatives, copy, formats, and audience segments to improve performance.

• Effectively implement audience targeting in the campaigns to reach specific demographic and behavioral groups.

• Partner with graphic designers and copywriters to build engaging ad visuals and compelling copy and content for advertising.

• Provide weekly (or as required) reporting on ad performance.

CRM Management and Coordination

• Manage contact lists, segmentation, and database organization in HubSpot CRM.

• Responsible for coordinating the daily flow of emails with internal teams and external vendors as required.

• Works closely with supervisor to build, monitor and maintain contact management policy.

• Works closely with supervisor to build, schedule, and deploy email campaigns in HubSpot.

• Create and maintain automated email workflows and drip campaigns.

• Upload creative assets and ensure campaign quality assurance.

• Work with stakeholders to monitor email performance and assist with optimization efforts.

• Employ a consistent best-practice approach and provide expertise for creating email, including management of marketing permissions, rules for customer contact frequency and CAN-SPAM, COPPA compliance.

• Work closely with internal team to effectively deploy all emails

• Pull analytics reports measuring email performance as required.

• Ensures that the email schedule is maintained and monitored.

Other

• Other related duties as assigned by supervisor.

• Support website and other system integration as needed

• Assist with various marketing projects and administrative tasks to support overall marketing objectives.

• Participates in regular face-to-face planned and impromptu planning meetings.

• Strong understanding (or willingness to learn expeditiously) of standard business operations and processes.

• Proactively addresses challenges, seeking opportunities for continuous improvement.

• Other duties or responsibilities are assigned.

Minimum Qualifications

• Bachelor of Science in Communications, Marketing and User Experience Design (BS in UXD) or related fields.

• 1+ years of relevant professional experience.

• Proficient knowledge, skill, and ability and able to quickly develop mastery in website content management, including site-map and webpage taxonomy organization and website user experience and administration for ecommerce.

• Proficient knowledge, skill, and ability and able to quickly develop mastery in setting up and managing search engine and social media paid advertising based upon marketing and sales goals and implementing SEO and retargeting tactics for improving organic and paid search engine outcomes.

• Proficient knowledge, skill, and ability and able to quickly develop mastery in setting up and managing Google Merchant and Meta catalogs for A+ advertising.

• Proficient knowledge, skill, and ability and able to quickly develop mastery in CRM coordination and management.

• Proficient use of design tools and technologies, such as HTML5, CSS3, Adobe XD, InDesign, JavaScript, Python.

• Knowledge of and ability to quickly develop Google analytics proficiency for analyzing user behavior and traffic.

• Familiar with Google Tag Manager and Meta Pixels and basic landing page optimization.

• Proficient in productivity software (i.e., Microsoft Office, G-Suite), but particularly spreadsheet applications (Excel/Google Sheets), and data analysis.

• Ability to work on a team, within a singular department or cross-departmentally; adapts quickly to changing work demands, requirements or processes.

• Highly organized with strong attention to detail. Able to manage multiple projects and deadlines.

• Exceptional planning, organizational, time management, attention to detail and interpersonal skills

• Excellent communication skills, including effective writing, speaking, and listening.

• Takes initiative and welcomes supervision; readily receives and applies feedback.

• Regular, reliable and punctual attendance.

• Disposition is consistently professional, cooperative, and collegial as evidence by workplace maturity, composure, perspective, transparency, reliability, integrity and trustworthiness.

• Caring for and commitment to the vision, mission, and welfare of CRS.

• Must be able to work and thrive in an open suite, highly collaborative environment.

Physical Requirements

• Able to remain seated to use a computer or talk on phone for up to 8 hours/day with breaks and lunch.

• Must be able to lift, push, pull or carry up to up to 30 lbs.

• Rare travel or weekend work may be required.