Sr. Paid Media Analyst

Job Description

ABOUT THE COMPANY

Sportsman’s Guide is a leading e-retailer of outdoor sporting goods including firearms, ammo, clothing and footwear, camping, military surplus, and fishing equipment. We are one part of a formidable outdoor adventure group selling top-name and private label brands through a powerhouse e-commerce business. Growing from a company that originated in our founder's basement to a major online and catalog retailer requires a lot of effort from many great people. These people are more than employees, they are our friends and neighbors, campers, and hunting buddies. We bring the love of the great outdoors with us when we come to work. Join us as we lead the way in delivering exceptional products, with the bonus upside of having access to our own playground of toys.

ABOUT THE POSITION

The Sr. Paid Media Analyst will work with the Director of Channel Marketing to inform and determine the overall strategy of Sportsman’s Guide paid media programs. This position will lead the execution of all paid initiatives and inform best practices as determined by the paid strategy and the needs of the business. Coordinating closely with other Marketing Programs and Merchandising Teams, the Sr Paid Media Analyst ensures maximum keyword coverage, optimized ad copy and corresponding landing pages, while maximizing ad ratios and staying within budget. Building and communicating regular reporting of specific KPIs and representing paid search in Omni, category, marketplaces, merchandising and ecommerce planning is critical to success.

Marketing and customer analytics play a central role in the performance and execution of Sportsman’s Guide paid media programs. This position will work with Enterprise Analytics, Omni-Channel Marketing and Merchandising to execute customer and program models that prove the value of every piece of all paid search keywords and lead to highly maximized and integration marketing campaigns. They will also work closely with cross-functional teams including Ecommerce, Creative, Retail and more. This position is deeply involved in managing the day-to-day relationships with agency partners to ensure best-in-class performance for share of voice, traffic, conversion, sales, ad ratios and related performance metrics.

RESPONSIBILITIES AND DUTIES

Manages and coordinates all paid media strategy and execution across Google, Bing, Criteo, Amazon, Wal-Mart and other search engines/potential emerging channels to increase ROI, ultimately driving ecommerce sales at profitable ad ratios
Is an excellent relationship manager with our external agencies of record, working in tandem to proactively review and identify growth opportunities across the paid media ecosystem
Partners with other marketing and ecommerce team members and agencies to bring to life campaigns and promotions; is an active participant in omni-channel planning. Drives and manages the execution of marketing and promotional campaigns within set timeframes and budgets along with internal and external partner teams
Monitors, analyzes and optimizes performance towards key business metrics daily
Partners with creative and brand marketing team members to develop strong messaging and storytelling for direct response ads; provide a constant feedback loop on creative performance to inform new ideas
Plans interactive testing and run experiments on keywords, copy, and landing pages
Stays informed about paid media trends, search engine algorithm updates, and technology. Helps Sportsman’s Guide be first to market on digitally led innovations when appropriate.
Performs market research, investigate benchmarks, and identify new opportunities for growth
Translates channel insights into test plans, product/feature proposals, and opportunities for optimization. Translate analytical findings into actionable insights and concise business actions and recommendations
Drives and manages channel forecasting and pacing in partnership with external agencies; forecasting opportunity, managing return, and communicating needs internally to build growth on internal goals
Ensures channel partners and vendors are meeting traffic quality, quantity, and financial objectives
Continually optimizes search channels based on daily performance results to ensure the maximum ROI and additional KPIs as outlined are met and achieved
Participates in concepting and planning new promotions, channel opportunities, and company initiatives
Performs related work as apparent or assigned.

EDUCATION AND EXPERIENCE

Bachelor’s degree in Marketing, Business, Mathematics or other related fields, or equivalent experience.
At least 3 years of Paid Media experience within D2C/Ecommerce organization(s) required + experience with strong understanding of ecommerce math and metrics
Business acumen with extensive experience analyzing data and forecasting methods
Must possess strong quantitative and analytical skills with exceptional reporting capabilities
Strong comprehensive understanding of Excel, Adobe analytics, Google Analytics and/or Tableau, and ability to quickly adapt and learn Ecommerce/Marketplace tools as required
Proven ability as a “thinker”, a “strategist” and a “creative mind” in order to think outside the box to be a solution provider
Exhibits leadership and management skills, along with strong problem solving and communication abilities.
Extremely organized and detail-oriented with ability to multi-task and prioritize initiatives with high ROI while managing multiple projects simultaneously in a fast-paced competitive landscape
Self-starter with proven ability to take initiative and possess strong sense of urgency

Equal Opportunity Employer/Protected Veterans/Individuals with Disabilities

The contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor’s legal duty to furnish information. 41 CFR 60-1.35(c)