Digital Advertising Specialist Job at EBSCO in Birmingham

PRADCO Outdoor Brands (PRADCO) manufactures and markets major hunting and fishing brands and products. We are a leader in producing game calls, scents, attractants, game feeders, game cameras, tree stands and fishing lures. PRADCO Hunting owns the brands Moultrie, Summit, Knight & Hale, Code Blue, Texas Hunter Products and Whitetail Institute. PRADCO Fishing owns more than 20 brands including Bobby Garland, Booyah, Heddon, Lindy, Rebel, Thill, and YUM. For more information on PRADCO products, please visit our website at www.pradcooutdoorbrands.com . PRADCO team members participate in a selection of outstanding benefits, including: Profit Sharing Trust, Excellent Medical/Dental/Drug/Vision benefits, and many other benefits.
Digital Advertising Specialist Job Summary
The Digital Advertising Specialist will lead paid advertising efforts to optimize existing performance, identify new audiences, and develop sales growth opportunities across a range of platforms for PRADCO Outdoor Brands. Extensive experience in search engine marketing, Amazon Advertising, and web analysis tools is required, along with a proven track record of managing multiple accounts and growing sales. Working with internal and external teams, the Digital Advertising Specialist will manage Amazon and direct-to-consumer advertising account strategies, revenue growth, profitability and operational execution plans.

Job Responsibilities

• Owns Amazon Marketing Services
• Oversee and optimize Google Ads and Bing Ads campaigns for direct-to-consumer e-commerce brands
• Develop, execute and maintain multiple SEO strategy plans
• Manage account budgets across all channels, ensuring monthly spend aligns with allocated budgets and financial goals
• Develop and implement test strategies (inclusive of, but not limited to: asset groups, bidding, copy, placements, etc.)
• Utilize software programs to conduct comprehensive keyword research and gather competitor insights, informing and enhancing the strategy for future advertising campaigns
• Manage other digital campaigns such as YouTube, display, and remarketing/retargeting
• Explore and make recommendations on new advertising platforms, services, and tools
• Daily campaign optimization and reporting on campaign performance and KPIs

• Evaluate data and feedback from key eCommerce accounts and internal teams to further iterate and evolve our digital product offerings
• Evaluates competitive benchmarks and drives improvements to PRADCO online web strategy
• Collaborates with Marketing team on design/development of assets that support sales on both owned and 3rd party e-comm channels.
• Collaborate with other team members to ensure campaigns are aligned with broader promotional calendars and other digital marketing efforts.

Job Requirements

• B.S. or B.A. from an accredited college/university in Marketing, Business, Data Analytics or related field.
• A minimum of 1 year experience-
  • Successfully handling Paid Search, and
  • Managing online campaigns across a variety of vendors (i.e. Google Ads, Bing Ads, Amazon Ads)
• Basic SEM Fundamentals
• Understanding of bid and budget management systems/practices
• Strong proficiency in Microsoft 365 tools with a concentration in Excel
• Basic understanding of Google Merchant Center and analyzing performance metrics through Google Analytics

Essential Job Functions

• Develops comprehensive and unique digital web strategies to expand customer acquisition & retention channels by maximizing .com traffic, conversion, and retention across multiple brands
• Responsible for driving sales through direct-to-consumer, Amazon, and other e-comm channels
• May require sitting for long periods of time in an office environment.

Preferred Skills

• Knowledge of fundamental market research techniques; demonstrated ability to develop research strategies to determine customer requirements and evaluate market competition
• Deep understanding of best practices for campaign structure and organization across Amazon, Google, and Bing Advertising channels
• Possess excellent project management track-record: digital advertising
• Advanced knowledge of Looker Studio; Microsoft Office Suite; Outlook; PowerPoint and Excel
• Outstanding organizational, interpersonal and communication (written and verbal) skills
• Strong analytical and problem-solving skills, results driven.
• Copywriting experience
• A background in the hunting, fishing or outdoor sporting goods market is highly preferred

We are an equal opportunity employer and comply with all applicable federal, state, and local fair employment practices laws. We strictly prohibit and do not tolerate discrimination against employees, applicants, or any other covered persons because of race, color, sex, pregnancy status, age, national origin or ancestry, ethnicity, religion, creed, sexual orientation, gender identity, status as a veteran, and basis of disability or any other federal, state or local protected class. This policy applies to all terms and conditions of employment, including, but not limited to, hiring, training, promotion, discipline, compensation, benefits, and termination of employment.

We comply with the Americans with Disabilities Act (ADA), as amended by the ADA Amendments Act, and all applicable state or local law.
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