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Form of workJOB OVERVIEW:
The Associate Digital Marketing Manager - Organic Search (SEO, Local Search, and Paid/Organic Directory Listings) plays a key role on the Darden Paid Digital Media team working with internal and external partners including: Digital Brand Managers, Brand Stakeholders; Media Strategy & Analytics, Digital Properties, Information Technology, and Enterprise Digital Marketing (EDM), to develop and execute Organic and Local Search strategies across all Darden Brands in partnership with external partners (Google, Bing, Yext, Apple, Yelp, OpenTable and other restaurant directories). This position helps lead the activation of core digital marketing strategies and technologies relating to Organic and Local Search to facilitate best practices and increase search traffic to our website and app properties. Responsible for the planning and execution of Organic and Local Search, leading the restaurant information distribution to all restaurant directory listings via Yext to leverage our scale, data, and business insights for maximum efficiency in the restaurant category. This position collaborates with brands and partners to develop strategies on how best to utilize Search in conjunction with other digital channels; develops recommendations; and leverages members of the broader Marketing team to meet business objectives.
ROLES AND RESPONSIBILITIES:
-Develops and supports the overall Organic & Local Search marketing strategy, activation and measurement, while also helping lead integration of SEO and SEM into achieving brand marketing objectives.
-Champions cross-brand integrated search engine optimization and local search strategies and explains the benefits / results of initiatives to a wide variety of stakeholders including Senior Executives and below via integrated knowledge sharing or performance review opportunities.
-Sets KPIs with regards to Organic & Local Search ensuring optimal performance.
-Serves as stakeholder for digital marketing impact for IT / marketing technology development on websites and mobile applications to safeguard working media investment across all Paid channels.
-Produces clear and concise strategic recommendations for Brand and Digital Marketing teams to drive profitable outcomes against brand business objectives through Organic Search activation.
-Helps lead the enterprise relationship of local search publishers to understand the efficacy of those partnerships and make recommendations to Darden brands on how to budget and leverage them on an ongoing basis.
-Develops and documents processes for best-in-class integrated search leveraging tools such as: Google Search Console, Google My Business, Bing Webmaster Tools, Apple Business Connect, Google Ads, Yext and Yelp reporting features.
REQUIRED TECHNICAL SKILLS:
-5+ years of experience in owned, earned, and Paid Digital marketing with a specialized focus in Organic and Local Search (SEO, SEM).
-Experience should include developing and supporting digital marketing strategies and managing large Paid Search media budgets and accounts.
-Knowledge of current digital consumer and industry behaviors trends, attitudes, preferences, and needs required.
-Knowledge and experience with fundamental site architecture as it impacts and influences search engine and digital marketing.
-Excellent written and verbal communication skills required.
REQUIRED EDUCATION:
-Bachelor's degree in marketing, business, or a related field
KEY QUALIFICATIONS:
-Previous experience working on cross-functional teams
-Strong project management skills
-Demonstrated proficiency in organizing and planning projects
-Proven track record of results orientation
-Strong analytical skills, including the ability to assess data and draw key consumer, brand, and competitive insights
-Proven ability to work in a fast-paced team environment
-Experience leading teams on critical projects and business impacting deliverables
-Ability to collaborate with a variety of different business partners, both internal and external
-Knowledge of Organic and Paid Media and Advertising
-Ability to travel up to 5%
PREFERRED SKILLS AND EXPERIENCE:
-Experience with Yext, Google My Business, Google Webmaster Tools, Google Ads, Google Data Studio, Bing Webmaster Tools, Bing Ads, SEMRush, Local Falcon, Screaming Frog, Adobe Analytics, Yelp, Waze, OpenTable, and TripAdvisor.
-Understanding of basic HTML/CSS
-Knowledge of current consumer and industry behaviors, trends, attitudes, preferences, and needs preferred
-Experience in and/or heavy interest in restaurant industry
