August 25, 2016

Global E-Bus Search Mktg Mgr

Parker Hannifin Corporation - CLEVELAND, OH

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Job Description

Equal Employment Opportunity

Position Summary:Align business objectives with Global e-business initiatives for all search related activities. Responsible for organizing the content architecture and analytical framework for the interactive search marketing capabilities in support of Parkers Win Strategy. Primary responsibilities will be to manage Parker.coms search appliance/utility and developing, managing and monitoring Parkers global Paid per Click (PPC) strategy. The role will strive to provide customers with the best search experience possible, utilizing onsite search appliances/utilities while understanding the differences in customer search and navigation based on culture, language, location and semantics.Scope/Supervision and Interaction:This position will have global enterprise wide responsibility working in a team-oriented, collaborative environment building relationships with multiple departments and business units (Marketing, Public Relations, IT, and other constituents). Will interact with Groups, Divisions, and Regions at all levels of the organization and externally with various business partners. The ultimate goal for the Search Marketing Manager is to attract visitors to Parker and create an environment where all questions asked by customers are answered correctly and within the shortest possible amount of time.____ Has Direct Reports __X__ Does Not Have Direct ReportsEssential Functions:Significant experience configuring and managing onsite search appliances/utilities.Propose and implement structural improvements to the engine and the underlying data structures Run experiments in the search engine to measure the impact of changes to the search algorithms Liaise with Developers and Product Owners, continually improving the online search process focused converting visitors to customers.Ensure that all Search Engine Marketing (SEM) efforts are understood and supported across the organization.Develops and grows a team of Search Engine Marketing, Pay Per click and Search Engine Optimization experts to expand search expertise and contribute to overall growth of the Enterprise Digital marketing competence. Leads the overall strategy for successful search marketing globally by building and coordinating a shared vision with extended departments gaining support for strategic initiatives and balance the needs of multiple stakeholders. Recommends, implements, and ensures the SEM strategy is consistent with best practices to achieve business performance goals. Maximize revenue associated with the SEM program through superior campaign management, project management and cross functional teamwork. Aggregates and manages the global multimillion dollar annual search spend.Translates strategic online marketing plans from the larger organization into executable and measurable search marketing roadmaps for websites. Develops key measurement strategies and metrics. Develops forecasts, measures analytics and builds out reporting to ensure full visibility of SEM performance.Works with web analytics team to establish reports that measure SEM successes and help identify opportunities. Designs programs, systems, processes and reporting functions that will enable Parker to effectively orchestrate customer analytics, paid/organic search, web interaction optimization (online targeting), email, online display advertising, and social media capabilities and campaigns from a search perspective. Planning and developing search marketing recommendations and media plans.Optimizes areas and content to improve visibility, rank, and relevance positions in major search engines. Implements detailed SEO recommendations including Link building, digital asset optimization (DAO), social media optimization (SMO), content creation, and technical optimization. Leverages Web 2.0, social networking, user generated content and PR releases to drive qualified traffic. Recommends and prioritizes code and tag optimization, linking, site structure, content recommendations, etc.Leads SEM projects across the company, working collaboratively with writers, product managers and engineers to ensure we optimize speed to market and ongoing iteration (test & learn). Manages SEM project development to include XML site map, leveraging customer review content, sub domain redirection, expired product strategy, dynamic content generation and URL canonicalization.Optimize the search experience by monitoring search-related analytics and recommending changes including; create business rules that manage the search results display, search facet management, thesaurus entries, keyword re-directs, content spotlighting and merchandising positions and targets.Create and modify dynamic search-related landing pages to support an improved onsite experience, including page triggers definitions to determine when page is fired and where page is located.Develop new features and benchmark possible solutions, in terms of search effectiveness but also user experience, performance and feasibility. Create new ranking algorithms to optimize relevance and conversion metrics; develop related searches and auto-complete suggestions Researches and develops SEM best practices to identify new market opportunities and maximize traffic growth and identify a robust SEO keyword list. Drives new customer acquisitions via paid search engine keyword placement. Comprehends and manages customer buying cycles and target demographics.Plans and develops search marketing recommendations and media plans.Searches best practices, advises and directs Divisions and Groups in sharing, leveraging and managing SEM programs. Ensures Division and Group SEO campaigns are coordinated across and with SEM and Dynamic Digital campaigns for highest return on investment. Educates Parker employees and partners by conducting internal workshops and seminars.Conceptualizes and initiates tests (ad copy and landing pages) in order to continually improve key metrics (click, search, conversions) across campaigns. Recommends new test plans, strategies and offers based on the current market status and competition.Monitors search engines (Google, Baidu, Yahoo, and Bing) to ensure compliance with guidelines and algorithmsQualifications:Bachelors Degree in Business, Marketing, Communications or Computer Science.10 years digital marketing experience in a global role including 5+ years working as a SEM Manager or Senior level marketing role. Previous experience should include developing and maintaining SEO strategies, teaming, project planning and execution across multiple departments and teams and managing vendor relationships relating to SEO-specific projects.3+ years experience with big data or search (search theory, ranking, inverted indexes/ data science) Understanding of enterprise website search tools like Solr, etc.Five (5) years experience managing cross-functional teams, full-time and contractor resources, and on- and off-site teams.Proven ability to orchestrate change in large organization by effectively influencing others to achieve a common goal. Should be a positive and active leader, effective and efficient in communicating across technical and non-technical departments. Strong understanding of the lead SEM tools along with Google Analytics and Google Webmaster Tools. Strong quantitative analytical skills with meticulous attention to detail. Comfortable working with raw data sets to generate reports & insights. Must have in-depth analytical skills in interpreting web analytics data, formulating conclusions, developing strategies based on analysis and experience with web analytics/technology applications. Extensive knowledge of the search engine industry, industry standards, best practices, search engine algorithms and ranking strategies. Solid understanding of SEM issues involving site architecture, keyword generation, search-optimized content, link building strategies, and blog optimization.Deep technical knowledge in search technologies and meta d