Senior Digital Marketing Specialist - SEO/SEM

WESCO - Pittsburgh, PA

Full-time - Mid Level

Pittsburgh, PA

Merchant Wholesalers, Durable Goods

About the position

The Senior Digital Marketing Specialist - SEO/SEM will be responsible for driving online advertising campaigns and maximizing digital marketing efforts. This role involves managing SEO activities, including content strategy, link-building, and keyword strategy, to enhance search rankings. Additionally, the specialist will create, execute, report, and optimize search engine marketing (SEM) strategies to improve relevant website traffic.

Responsibilities

• Develop optimization strategies that increase the company's search engine results rankings
• Lead the planning, development, execution, and optimization of paid search campaigns across Google, Yahoo, and Bing
• Utilize analytics tools to monitor, analyze, and report on the performance of all PPC campaigns, focusing on key performance indicators (KPIs)
• Recommend changes to website architecture, content, and linking to improve SEO positions for target keywords
• Conduct keyword research, analyze campaign performance data, write, and implement ad copy
• Support sales and marketing needs of sales and supplier product groups at global, national, regional, and local levels
• Collaborate with the marketing team to ensure a cohesive brand voice and align SEM campaigns with overall marketing initiatives

Requirements

• Bachelor's degree in marketing, communications, or relevant industry preferred
• 4 to 5 years required, 6 years preferred of product, solution or field marketing experience, preferably in Fortune 500 company
• 2 to 3 years of experience in successfully developing and executing SEM campaigns across Google, Yahoo, and Bing
• Proficiency in analytic tools such as Google/Adobe Analytics to analyze campaign performance and make data-driven decisions
• Experience with keyword research tools like SEMRush, MOZ, and Ahrefs
• Comprehensive knowledge of performance marketing, conversion, and online customer acquisition
• Up-to-date with the latest trends and best practices in search engine marketing
• Expertise in Google Analytics, Google Ads, Bing Ads, and other critical SEM tools
• Marketing strategy and implementation, including a working knowledge of multi-channel marketing and associated best practices
• Strong written and verbal communication skills, combined with an ability to communicate clearly and succinctly to internal and external groups
• Highly organized and detail oriented, with a customer-centric focus and commitment to quality
• Strong research and analytical skills, including the ability to spot questionable information or unusual data trends, combined with a disciplined problem-solving process that applies conceptual thinking to identify root cause(s) and provide appropriate solution(s)
• Able to spot new and evaluate existing business opportunities, including the ability to ask good questions, look beyond the obvious, and see the 'big picture'
• Strong mathematical and computer skills, including proficiency with Microsoft Office Suite (Word, Excel, PowerPoint), working knowledge and at least basic- to intermediate-level HTML or WordPress
• Google Ads certifications or other relevant certifications are a plus
• Familiarity with GA4
• Strong creativity, out-of-the-box thinking, and entrepreneurial drive; able to work with autonomy and self-direction
• Able to influence others through effective negotiation techniques and strong interpersonal skills, meet deadlines, and deliver results

Nice-to-haves

• Google Ads certifications or other relevant certifications are a plus
• Familiarity with GA4