Sr. Search Strategist

Company Overview
USA TODAY Co., Inc. is a diversified media company that delivers trusted journalism, local content, and digital experiences to audiences and businesses. The company includes the USA TODAY NETWORK, local media properties, and the digital marketing brand LocaliQ.

About the Job
The Senior Paid Search Strategist focuses on defining strategy and driving success for top brands across the National, Enterprise and Multi‑Location team. Responsibilities are organized around four core functions:

Discovery

Implementation

Optimization

Results

Leveraging internal reporting dashboards, the strategist identifies and selects campaigns to review, recommends adjustments, and works with client success managers to ensure implementation. Continuous optimization and reporting to clients are key aspects of the role. This is an individual contributor position.

Expectations
The role requires advanced expertise in SEM, including shopping ads and paid search beyond search engine platforms such as Yelp and Amazon. Key skill areas include:

Project Management

Technology

Consumer Insights

Analytics

Data‑Driven Decision Implementation

Day‑to‑Day Responsibilities

Develop and execute effective SEM and paid search strategies that align with clients’ goals and objectives.

Conduct in‑depth keyword research to identify high‑value keywords for both organic and paid search campaigns.

Oversee paid search campaigns, including budget management, ad copywriting, bid optimization, and performance tracking.

Monitor and analyze performance metrics using tools like Google Analytics, Google Ads, and internal software, and provide regular reports.

Stay current with industry trends, algorithm updates, and best practices in search marketing.

Conduct competitive analysis to identify opportunities and threats.

Collaborate with client or internal web development and UX teams to optimize landing pages and user experiences.

Manage the search marketing budget, allocating effectively to maximize ROI.

Foster cross‑functional collaboration with sales, post‑sales, creative, data science, customer experience, and other departments.

Identify areas for improvement, conduct A/B testing, and implement optimization strategies to enhance clients’ SEM performance.

Act as an advisor, analyzing current campaigns and recommending modifications to meet benchmarks.

Plan and coordinate meetings with clients and internal teams to share strategic recommendations and campaign performance stories.

Dive deep into campaign goals and make recommendations to achieve results.

Partner with Data Science to build complementary reporting aspects related to campaign performance insights.

Product‑Related Activities

Stay abreast of new and evolving digital marketing concepts related to Search and develop training sessions for team members.

Help to advise and construct Search proposals for new brands and RFPs or gaps in existing campaigns.

Key Qualifications

Creative thinker with strong time management, organizational skills, and attention to detail.

Strong ability to lead discussions on strategic recommendations and campaign performance in critical meetings.

Willingness to collaborate cross‑functionally and navigate multiple functions within the organization.

5+ years of experience in the digital space, agency or in‑house equivalent.

5+ years of hands‑on SEM optimization experience.

Exceptional written and verbal communication skills.

Expert knowledge of SEM, with advanced understanding of social, email marketing, display, and new media consumer behaviors and trends.

Knowledge of Google Data Studio and other reporting platforms.

Ability to distill information within Microsoft Excel.

Performance Measurements

Connect professionally with other teams to ensure smooth and on‑time deliverables.

Drive urgency with internal teams to meet and exceed external client commitments.

Identify product diversification, revenue retention, and expansion opportunities.

Make recommendations and facilitate remediation efforts for distressed accounts or clients lacking strategic direction.

Compensation
The annualized base salary for this role will be $70,000.00 – $85,000.00. Variable compensation may be applicable and will vary based on skills, experience, location, and union representation.

Equal Opportunity Employer
USA TODAY Co., Inc. is a proud equal opportunity employer committed to building and maintaining a diverse workforce. As such, we will consider all qualified applicants for employment and do not discriminate in connection with employment decisions on the basis of an applicant or employee’s race, color, national origin, ethnicity, ancestry, citizenship status, sex, gender, gender identity, gender expression, religion, age, marital status, personal appearance (including height and weight), sexual orientation, family responsibilities, physical or mental disability, medical condition, pregnancy status (including childbirth, breastfeeding or related medical conditions), education, genetic characteristics or information, political affiliation, military or veteran status or other classifications protected by applicable federal, state and local laws in the jurisdictions where USA TODAY Co. employs employees. In addition, USA TODAY Co., Inc. will provide applicants who require a reasonable accommodation, as a result of an applicant’s disability or religion, to complete this employment application and/or any other process in connection with an individuals’ application for employment with USA TODAY Co., Inc. Applicants who require such accommodation should contact USA TODAY Co., Inc.’s Recruitment Department at Recruit@usatodayco.com . Applicants must be authorized to work in the applicable location. Applications from outside these regions will be removed from our system after submission.

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