SEM Lead (Director)
Hong Kong, Hong Kong

What you'll do

  • Scaling - Own company-wide, global SEM strategy and best practices;
  • Develop strategy, standards and best practices for scaling our paid search channel, in form of playbook, training sessions, and informal discussions;
  • Identify improvement opportunities in SEM growth and efficiency, (e.g. account build-out, audience targeting on web and mobile platforms), through performing tests, aligning with other relevant channel owners, and detailing out needs for additional tools (3rd party or in-house);
  • Develop critical metrics and dashboard to measure campaign performance and derive actionable insights;
  • Work closely with local marketing teams to ensure best practices are implemented, execution is aligned, and campaign performance is optimised and ROI is achieved, while providing guidance and training whenever necessary;
  • As a Subject-Matter-Expert, represent company in interactions with search engines and other external SEM experts; stay ahead of any changes and trends in the world of SEM;
  • Rapid launch - Launch SEM channel for new geographic markets, then transition to local team;
  • Build out campaigns rapidly whenever company enters new markets, and optimize to best level possible without necessarily having local market / language knowledge;
  • Prepare campaigns for transitioning to local team, including giving training.
  • Your KPIs

  • Growth & ROI of our paid search channel globally;
  • Success in defining best practices to scale our paid search channel, deploying them rapidly to launch new markets;
  • Capacity to collaborate with marketing teams across geographic markets on spreading knowledge and ensuring execution of best practices.
  • What you'll need

  • Experience in SEM, web and mobile, including at least 3 year in team lead role;
  • Experienced in cross-functional collaboration and knowledge sharing;
  • Strong communications, skills in stakeholder management, and test and learn mindset;
  • In-depth knowledge of Google AdWords, familiar with Yahoo and other search engines (Naver, Baidu, etc.), Google Analytics, 3rd party tools (e.
  • g. Kenshoo, Marin, Doubleclick, Appsflyer);
  • Comfortable working as individual contributor - think big picture or roll up sleeves to execute as situation calls for;
  • Bachelor's degree in marketing, technology or quantitative field;
  • Regional exposure to mobile app user acquisition a plus;
  • Experience in travel or eCommerce industry a plus.
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