Senior Demand Generation Strategist (Google Ads / PPC) (USA Remote)
Company: Turnitin
Location: San Jose
Posted on: May 15, 2022
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Job Description:
Company Description When you join Turnitin, you'll be welcomed
into a company that is a recognized innovator in the global
education space. For more than 20 years, Turnitin has partnered
with educational institutions to promote honesty, consistency, and
fairness across all subject areas and assessment types. Over 16,000
academic institutions, publishers, and corporations use our
services: Gradescope by Turnitin, iThenticate, Turnitin Feedback
Studio, Turnitin Originality, Turnitin Similarity, ExamSoft, and
ProctorExam. Turnitin has offices in Australia, India, Indonesia,
Japan, Korea, Mexico, the Netherlands, the Philippines, Ukraine,
the United Kingdom, and the United States. Our diverse community of
colleagues are all unified by a shared desire to make a difference
in education. Come join us, and let's make change together. Job
Description As a member of our global digital marketing team, you
will be primarily responsible for the management and optimization
of our global PPC strategy ( Google Ads, Microsoft Ads, Display,
Remarketing ). You will be the subject matter authority for all
aspects of Paid Search including content, keyword research, ad
copy, account structure, bidding strategy, attribution, and
measurement. In addition, you will lead and execute assigned
digital marketing projects with cross-functional team members. You
will execute ABM (account based marketing) tactics to engage target
accounts, increase conversion rates, generate leads, and accelerate
pipeline velocity. Partnering with the rest of the demand
generation, content strategy, SEO, and web strategy teams, you will
help to create a center of excellence model that will advise our
regional marketing and sales teams around the world. What you will
do: PPC Campaigns & Digital Marketing Create, run, and optimize
global paid campaigns across Google Ads, Microsoft Ads, Display,
and Remarketing that drive awareness, engagement, MQLs, and
contribution to the sales pipeline Implement best practices for
keyword research, targeting quality traffic, campaign set-up,
copywriting, landing pages, optimum bid value, automation,
conversion tracking, and competitive analysis Identify and take
corrective action to address low-performing campaigns and improve
outcomes Manage campaign expenses against budget and reconcile
discrepancies Lead, collaborate, and execute assigned digital
marketing projects with cross-functional team members Analyze &
Experiment Identify areas of improvement by performing ongoing A/B
and multivariate tests for keywords, ad copy, creative, bids, and
landing pages Share insights with regional marketing teams (EMEA,
APAC, LATAM, NOA) by supporting a center of excellence model
Data-driven mentality to improve processes, discover new playbooks,
and deliver results to meet goals Measurement Create and maintain
dashboards for key campaign metrics including: CTR
(click-through-rate), CPC (cost-per-click), CPA
(cost-per-acquisition), CPL (cost-per-lead), CPM
(cost-per-thousand), ROAS (return-on-ad-spend), etc--- Track and
report Account Based Marketing metrics including: Account
engagement, pipeline acceleration, sales cycle, win rates,
contribution to revenue, and retention Account Based Marketing
Collaborate with cross-functional teams to develop effective PPC
campaigns at each stage of the buying process for the ICP ( ideal
customer profile ) Advise regional marketing and sales teams on
implementing ABM best practices (one to one; one to few; one to
many) that influence pipeline velocity for targeted accounts
Qualifications Minimum of 6 years of B2B experience executing
Google Ads and PPC campaigns. Agency, B2C, and Account Based
Marketing experience is a plus. Proven PPC experience with Google
Ads, Microsoft Ads, Display, and Remarketing Google Ads and Google
Analytics certification required Advanced knowledge and hands on
experience with Pardot and Google Solutions (Tag Manager, Search
Console, Optimize, Data Studio, Keyword Planner) Excellent writing,
project management, budget management, collaboration, and
prioritization skills. A team player. Desire to manage a junior
member of the digital marketing team; prior experience as a manager
is a plus Additional Information Our Mission is to ensure the
integrity of global education and meaningfully improve learning
outcomes. Our Values underpin everything we do. Customer Centric -
We realize our mission to ensure integrity and improve learning
outcomes by putting educators and learners at the center of
everything we do. Passion for Learning - We seek out teammates that
are constantly learning and growing and build a workplace which
enables them to do so. Integrity - We believe integrity is the
heartbeat of Turnitin. It shapes our products, the way we treat
each other, and how we work with our customers and vendors. Action
& Ownership - We have a bias toward action and empower teammates to
make decisions. One Team - We strive to break down silos,
collaborate effectively, and celebrate each other---s successes.
Global Mindset - We respect local cultures and embrace diversity.
We think globally and act locally to maximize our impact on
education. Seeing Beyond the Job Ad At Turnitin, we recognize
it---s unrealistic for candidates to fulfill 100% of the criteria
in a job ad. We encourage you to apply if you meet the majority of
the requirements because we know that skills evolve over time. If
you---re willing to learn and evolve alongside us, join our team
Turnitin, LLC is committed to the policy that all persons have
equal access to its programs, facilities and employment. We
strongly encourage applications from people of color, persons with
disabilities, women, and the LGBTQ community, regardless of age,
gender, religion, marital or veterans status.
Keywords: Turnitin, San Jose , Senior Demand Generation Strategist (Google Ads / PPC) (USA Remote), Other , San Jose, California
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