Paid Search Strategist

Job Summary

We are seeking a highly skilled and experienced Paid Search Media Strategist specializing in paid search and retargeting to lead the strategy, development of plans and implementation that will drive qualified traffic and revenue for Carhartt's ecommerce websites and stores across multiple business units. As the paid search manager, you are data driven and will lead both internal and external agency paid search team members, playing a crucial role in continuing to innovate performance marketing campaigns that deliver measurable results for Carhartt.

• Title:
  
  Paid Search Strategist
• Department:
  Digital Marketing, D2C
• Reports to:
  
  Director, Digital Marketing
• Location:
  
  Dearborn (Remote)
• Job Classification:
  Professional
• FLSA Status:
  Exempt

Inspired by Hard Work
At Carhartt, the values of hard work—dependability, honesty, and trust—are rooted in the legacy of our founder, Hamilton Carhartt. His commitment to serving hardworking people continues to inspire everything we do. Guided by his legacy and our mission—We serve and protect all hardworking people by building durable products—we remain dedicated to upholding these principles in every decision we make and every product we create.

• Oversee the development and execution of comprehensive paid search and retargeting campaigns across multiple platforms (e.g., Google Ads, Bing Ad etc.) to drive targeted traffic and revenue growth for Carhartt's retail websites and drive to store strategies.
• Lead and manage the paid search team, including the Specialist, Performance Marketing and Carhartt's ad agency paid search leads, providing direction and support to achieve business goals and KPIs.
• Collaborate with cross-functional teams, including brand marketing, merch, CRM and analytics, to align paid search initiatives and investments with overall business objectives while ensuring we have a cohesive consumer journey.
• Lead channel innovation including agile testing process, in-depth keyword research, search trends analysis, and leverage audience targeting to optimize campaign reach and effectiveness – reporting back to the business on key insights.
• Develop and maintain relationships with key performance marketing partners and technology platforms to stay current with industry trends, best practices, and emerging opportunities.
• Proactively work with team to evaluate and recommend strategies and tactics that ensure Carhartt continues to stay on the forefront and evolves approach to performance marketing.
• Monitor and analyze campaign performance, providing regular reports and insights to stakeholders, identifying areas for improvement, and implementing optimization strategies.
• Manage projections, pacing and overall budget allocations for paid search campaigns, ensuring efficient spending against CPA and ROAS targets.

• Bachelor’s degree in marketing or related field required.

• Minimum of 5 years of experience in paid search and performance marketing, with a strong focus on data driven decision making, driving traffic and revenue for retail websites and physical stores.
• Proven track record of developing and implementing successful paid search strategies, resulting in measurable business growth.
• Extensive knowledge of paid search platforms, such as Google and Bing, and their associated tools and features.
• Proficiency in analyzing campaign data and using analytics tools (e.g., Google Analytics, Adobe Analytics) to derive actionable insights.
• Strong understanding of SEO principles and how they relate to paid search strategies.
• Excellent analytical skills and the ability to interpret complex data sets to make informed decisions and optimizations.
• Exceptional communication and presentation skills, with the ability to effectively convey complex ideas and strategies to stakeholders at all levels.
• Self-motivated and proactive, with the ability to work independently and manage multiple projects simultaneously in a fast-paced, deadline-driven environment.

• Office environment
• Light travel; up to 20%
• This position has a Remote location:
  Associate will have no regular requirement to be on-site. Travel on-site is limited to special events.
• Carhartt is a tobacco free workplace.