Assistant Manager Search

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Location: Hong Kong
Job type: Permanent
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Sector: Marketing & PR
Job Role:

Location: Hong Kong

Department: Brand, Insights & Marketing Communications

Report to: Digital Content Manager, Marketing and Communications

The Assistant Manager - Search leads a small team that drives natural and paid search performance and business through design, development and implementation of a comprehensive strategy for both search engine optimisation and marketing, with effective management of respective strategic partnerships.

The person in this role champions Search strategies within the business and ensure that SEO/SEM integration and consideration is applied to relevant business initiatives, especially paid search activities. The Search team is responsible for implementation of the activities driving SEO/SEM performance and liaison with appropriate stakeholders to leverage SEO value and SEM conversions (social media, technical development, analytics, content). He/she will drive integration of search considerations across owned, earned, and paid media activities and provide insightful Search reports and recommendations.

Key responsibilities

Search Vendor Management

* Manage strategic Search vendor partnerships, including day-to-day campaign/product implementation and execution

Best Practice Development

* Develop and evolve a comprehensive Search strategy, informed by our Content Strategy, Marketing Plan, and overall business needs.

* Aware of developing best practice Search marketing techniques

* Develop and distribute best practice guides for outport marketers

Data & Insights

* Review Search performance over time, analysis of issues and opportunities and recommendations for actions/activity

* Develop robust and accurate reporting & measurement framework to assess the value of SEO & SEM

* Providing monthly reports on performance and recommendations for Cathay Pacific Group

* Provide on-going performance reporting

* Audience monitoring, including trend analysis and segmentation analysis to ensure that Search activity is targeted towards relevant audiences

SEO

* Research and implement search engine optimisation recommendations

* Research and analyse competitor advertising links

* Develop and implement link building strategy

* Perform ongoing paid keyword discovery, expansion and optimisation

* Work with Customer Experience Delivery team to ensure SEO best practices are properly implemented on newly developed code

* Work with Digital Content team to drive SEO in content creation and content programming

* Recommend changes to website architecture, content, linking and other factors to improve SEO positions for target keywords

SEM

* Driver of SEM, working with our external agencies and partners to execute tests, collect and analyse data, identify trends and insights in order to achieve maximum ROI in paid search campaigns

* Collaborate with the Commercial teams to drive campaign success and meet revenue goals

* Track, report, and analyse website analytics for SEM initiatives and campaigns

* Optimize copy and landing pages for paid search engine marketing campaigns

* Perform ongoing paid keyword discovery, expansion and optimisation

* Develop testing plans, implement new strategies and measure the results

Content

* Participate in the development of content led campaign activity to ensure the effective integration of SEM/SEO within campaign activity

* Develop & scope specific campaigns as required to target Search traffic & appropriate audiences based on seasonality and trending analysis

* Integrate Search focus and consideration to other content programmes as appropriate (Marketing, Editorial, Social, Customer Experience)

* Provide on-going recommendations for improvement of on-site content through on-going assessment of performance, trends and opportunities

Requirements

* 5+ years of proven experience in search engine marketing and optimisation

* 3+ years of hands-on experience managing SEM accounts with significant budget/ROI goals and in an online high-volume e-commerce environment

* Experience in working with web analytics tools (Google Analytics), performing deep-dive analysis to drive performance marketing improvement, conversion, and online customer acquisition

* Experience with A/B and multivariate testing

* Working knowledge of HTML, CSS, and JavaScript development and constraints

* Knowledge of ranking factors and search engine algorithms

* Up-to-date with the latest trends and best practices in SEO and SEM

* Strong communication and negotiation skills

* Results-driven, organized and very self-directed

* Works well in a team setting, is able to meet deadlines, and is comfortable managing several tasks simultaneously

* Proficient in MS Office, particularly Excel

* University degree in Digital Marketing, Business Administration, or similar

* Commercially aware and excited about numbers

Competencies

* Developing Professional Expertise

* Commercial Acumen

* Continuous improvement and Innovation

* Teamwork and building partnerships

* Leading and Engaging Teams

* Developing and Recognising Others

Application Deadline: 8 October 2017

Cathay Pacific is an Equal Opportunities Employer. Personal data provided by job applicants will be used strictly in accordance with our personal data policy and for recruitment purposes only. Candidates not notified within eight weeks may consider their application unsuccessful. All related information will be kept in our file for up to 24 months. A copy of our Personal Information Collection Statement will be provided upon request by contacting our Data Protection Officer.
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