Paid Search Local Marketing Manager

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Overview

The TurboTax Holistic Search (SEO + PPC) team is currently looking for a TurboTax Local PPC Manager who will bring in-depth knowledge of Local SEM best practices and a proven track-record of managing, optimizing, and growing paid search with a focus on ROI performance. This role requires the ability to operate on both a strategic and tactical level with a desire to drive efficient campaign results through the use of data analysis and testing. The ideal candidate will have experience driving local marketing initiatives to drive traffic and leads for local CPA partners. 5-6 years of general PPC experience, and 2-3 years of Local PPC experience, with strong critical thinking skills and an exceptional ability to collaborate in a fast-paced, team-oriented environment. Your primary goal will be to strategically leverage paid search to drive relevant traffic to our site to maximize acquisition and retention efficiency. You will work with a team of passionate marketers who are focused on delivering an exceptional experience for customers and strong results for our business in a high-performing environment. Hybrid role: Must be onsite 2-3 days per week at any of the Intuit locations: San Diego, CA; Mountain View, CA; Los Angeles, CA; San Francisco, CA; New York, NY; Washington DC; Tucson, AZ; Reno, NV; Plano, TX; Atlanta, GA; Eagle, ID

What you'll bring

• BA/BS, Marketing, Business Administration, Computer Science or related degree
• 5-6 years of experience in PPC marketing
• 2-3 years of local marketing experiences
• Expert-level analytical and problem-solving skills, including using measurement and analyzing large datasets to gain insights and drive business decisions
• Demonstrated ability to prioritize activities effectively; focus on critical few, communicates and aligns conflicting priorities & proposes solutions
• Entrepreneurial “test & learn” mindset with track record of innovation; ability to move & pivot quickly
• Effective written, interpersonal and organizational skills
• Strong communication skills with the ability to clearly present ideas, updates and results to business partners on various levels
• Ability to think strategically
• Experience collaborating with agency partners and multiple teams to get work done well
• Understanding of various marketing metrics
• Experience with landing page test design and customer segmentation
• Enthusiasm & energy to stay current on the latest search marketing trends
• Ability to prioritize tasks and manage deadlines in a fast-paced environment.
• Experience and enjoyment in working in a team environment
• Positive attitude and enthusiasm for driving results

How you will lead

• Lead the TurboTax local marketing initiatives in support of our upcoming local marketing push.
• Drive local marketing initiatives to drive traffic and leads for local CPA partners to drive growth and robust new customer experiences.
• Partner with the TurboTax Independent Pro team to understand the business goals and align PPC strategy to deliver on aggressive growth goals YoY via paid local ads.
• Lead agency of record to set up and optimize the paid local campaigns, including initial planning, creative, implementation, monitoring, optimization, analysis and reporting.
• Leverage Martech and marketing technology to understand and employ as appropriate, advanced search marketing techniques such as bid optimization, holistic search strategies, and more.
• Improve campaign performance through A/B and multivariate testing, visitor segmentation, ad copy and landing pages.
• Define and implement ad copy testing schedule, creative, and execution to improve efficiency and expand the program.
• Drive innovation, learning and test plan, and aid in the development/optimization of landing pages, working with a content management solution and the TurboTax web team.
• Inform customer segmentation strategy (including coordination with existing tag management platform) with a clear understanding of appropriate conversion and analytics tags.
• Analyze search marketing campaign performance and user behavior to derive marketing insights and make recommendations to improve performance using internal and external data sources (e.g. Adwords, Adobe Analytics, SA360, other in-house analytics tools).
• Work closely with SEO team members to manage Search holistically, proactively implementing holistic search strategies.
• Work closely with leaders from analytics, research, agency, search engine, and other channel teams to uncover customer insights, develop key metrics and drive measurement and analysis.
• Evaluate and identify new, innovative opportunities to prioritize and drive fast experimentation and learning.
• Conduct competitive research, identify business implications & share findings.
• Drive the QA process internally and with agencies and search engine partners (across keywords, ad copy, landing pages).
• Stay up-to-date on best practices for SEM strategy.