Search Marketing Analyst

What You Will Do at Graco

Manage and optimize significant media budgets across multiple social media channels and campaign types.

Work closely with the SEO team to provide regular insights on conversion trends and performance metrics to leadership.

Make data‑driven recommendations for budget shifts and reallocations to maximize ROI.

Develop and maintain a flexible budget strategy that can quickly adapt to changes in campaign performance.

Full‑Funnel Campaign Management

Design and execute comprehensive campaigns that address all stages of the purchase journey—awareness, consideration, purchase, and post‑purchase retention—while optimizing each campaign to meet desired KPIs.

Tailor strategies and tactics to ensure effective messaging and engagement at each stage, utilizing a mix of digital channels.

Perform in‑depth keyword research, create compelling ad copy, and configure campaigns to enhance overall effectiveness.

Conduct thorough analysis of historical performance data to determine optimal budget allocation across the funnel, ensuring that resources are directed where they will have the greatest impact.

Utilize attribution modeling to assess the impact of various marketing activities on final conversions, adjusting budget allocations based on insights gained from multi‑channel interactions.

Regularly review campaign performance and adjust budget allocations based on changing business objectives and overall campaign effectiveness.

Develop audience segments for targeted messaging at each stage of the funnel.

Marketplace Campaign Management

Manage Graco’s marketplace campaigns (Amazon) along with providing vendor direction, including Sponsored Products, Sponsored Brands, and Sponsored Display ads.

Research and propose additional paid media investment opportunities with anticipated ROI.

Performance Analysis and Optimization

Conduct in‑depth analysis of campaign performance across all funnel stages and channels.

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