Category : Marketing
Location/City : NC – Greensboro
Recruiter Name : Rich Premec, Jr.
Recruiter Email : rjpremec@sanfordrose.com
Recruiter Phone : 859.795.0581
I. Purpose of PositionThe Web Analyst provides technical knowledge and marketing expertise in search engine and website optimization, web analytics, and marketing automation coordination for Gilbarco and Gasboy North America. By executing and monitoring Gilbarco’s organic search engine optimization program and public website content, the Web Analyst contributes to effective marketing strategies and delivers strong organic search performance to lead generation efforts. Under general direction, the Web Analyst sets up and monitors campaigns in the marketing automation system and assists in making updates in the Content Management System (CMS).II. Key ResponsibilitiesSearch Engine Optimization Manage target search terms: Execute search keyword research, discovery and expansion. Perform Search Engine Optimization (SEO) page audits. Execute required content changes: including page content and meta-content (titles, meta-tags, tool tips and alt tags) Perform external back link analysis and provide recommendations. Perform internal link optimization. Monitors search engine algorithm changes on a regular basis and makes adjustment recommendations. Perform SEO technical analysis and evaluation. Re-optimize site and site maps for search engine algorithm changes Include social media in tactics – recommend optimization of social media presences Research and analyze competitor sites looking for improvement opportunities.Website Optimization Update the www.gilbarco.com and www.gasboy.com websites and underlying content management system to support marketing goals and objectives. Review and evaluate integrity of the website by conducting website audits and ongoing content clean up. Perform site quality checks, including navigation, content currency and broken link analysis. Perform usability analysis, recommending Voice of the Customer (VOC) projects where needed. Manage assets on and updates to the websites.Web Metrics Reporting and Analytics Daily Management: Monitor, track, and report on SEO metrics, including trend analysis, and keyword performance Monthly SEO Reporting: Develop performance snapshot / scorecard with executive summary of defined Key Performance Indicators (KPIs) / scorecard. Update keyword ranking report.Marketing Automation Coordination Responsible for setting up marketing automation campaigns, including email/landing pages, forms, lists, campaigns, dynamic content and segmentation within the Marketing Automation Platform Quality control and testing of all campaigns within the marketing automation platform. Responsible for campaign reporting and revenue analytics for the marketing department Responsible for maintaining documents, image libraries and content in the marketing automation programIII. RelationshipsReports to the Director, Outbound Marketing with daily direction from the Digital Marketing Manager as team leader. Interfaces with a wide variety of internal and external customers including but not limited to: Product Marketing, Sales, marketing services vendors, distributors, retailers, affiliate companies, and suppliersIV. Measures of Performance Digital marketing metrics Revenue objectives Effectiveness and coverage for marketing programs – ROIV. Background and Skill Strong analytical capabilities with attention to detail and knowledge of online marketing. Effective communication skill Ability to distill deep analytics and models into actionable recommendations. Ability to work with HTML code Experience in building HTML web pages, DreamWeaver (Adobe Creative Suite) preferred Knowledge of marketing automation platforms and event-triggered analytics is a plus (not required) Google Analytics proficiency is a plus (not required) BA/BS degree required. Curriculum in Marketing, IT, Business, or related course of study preferred.VI. Personal Trait Profile Thinking Skills: Problem Solving, Analytical, Creative Flexibility: A positive attitude, ability to work in a fast-paced environment Energy: Passion/Drive, Ability to thrive under pressure Interpersonal Skills: Relationship Building, Communication Skills Results Driven: Consistently Meets metrics, KPIs. Motivated by achieving results.
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