About the position
Interested in joining a growing set of media leaders and search specialists working in financial marketing? In this role, you will be responsible for driving strategy and execution of search engine marketing initiatives that support business units that span the Fidelity enterprise (Fidelity Wealth, Fidelity Brokerage, Workplace Investing, Fidelity Institutional, Asset Management, Fidelity Healthcare Group, and other Enterprise business units). We are looking for an individual with deep understanding of the engines and marketing technologies that enable performance and personalization. The ideal candidate is passionate about search marketing and has advanced knowledge of SEM, SEO, ASO, AdTech and Privacy to progress the capability internally. You will be charged with evolving Fidelity's Search strategy and tools to adapt to an ever-changing media landscape. You will be responsible for staying abreast of the latest industry trends, platform capabilities & algorithm changes, understanding consumer behavior and adapting it all for Fidelity. The ideal candidate must be data-driven, a champion for testing and experimentation, consumer-minded, serve as a visionary and expert on all aspects of findability, and bring an established point of view. You will be a critical consultant on SEO. Beyond advising on best practices, you will conduct keyword research and page audits to identify opportunities to optimize webpage content that can maximize organic findability.
Responsibilities
- Align with various marketing partners to understand their goals and guide team toward development of search strategy that will support their advertising objectives
- Lead development of a capability roadmap in partnership with Marketing Technology, Media & agency counterparts to advance audience strategies and campaign optimization techniques that improve business results and future-proofs the capability
- Work with current and/or new partners to deliver new and first to market opportunities that deliver on business objectives
- Manage relationships across multiple agency partners to ensure coordination
- Effectively communicate and translate advertising technology and marketing technology speak with the ability to present at all levels
- Achieve growth in north star KPIs (New Money, New Individuals) and other key metrics, including, but not limited to site traffic, conversion and ROAS
- Ability to support multiple marketing partners simultaneously and remain adaptive to working across varying team styles and workflow
- Campaign analysis and ability to develop a narrative around, and draw actional insights to further optimize and test
- Stewardship of brand guidelines and brand safety
- Understanding of SEO best practices, meta data, content optimization, schema markup
- Deliver thought leadership to Paid Investments team & business partners
Requirements
- BS/BA + MBA, or equivalent experience
- 10+ years of experience in Search Marketing
- Brings best in class knowledge of areas including testing, bidding, ranking factors and audiences
- Experience with App Store Optimization (ASO) practices across Google App Campaign and Apple Search Ads
- Excellent analytical skills and the ability to interpret data to optimize and inform iterative testing
- Experience working with different attribution methodologies (e.g., last click & multi-touch) and measurement systems (e.g., Adobe, Google Analytics, Neustar)
- Proficiency in SEO standards, website content structure, and information architecture
- Ability to lead & manage capability roadmaps, test & learn agenda and working with internal and external teams to make decisions and maintain forward momentum
- Excellent project management skills, with ability to manage detail work and communicate roadmaps and learnings effectively to all levels
- Professional, effective and persuasive communication including superior written, verbal, and presentation skills
- Familiarity with agile principles / working in agile
Benefits
- Hybrid working model that blends onsite and offsite work experiences
- Work onsite every other week (all business days, M-F) in a Fidelity office
