Job Description:

SHARED SERVICE – SEARCH & FINDABILITY

Interested in joining a growing set of media leaders and search specialists working in financial marketing? In this role, you will be responsible for driving strategy and execution of search engine marketing initiatives that support business units that span the Fidelity enterprise (Fidelity Wealth, Fidelity Brokerage, Workplace Investing, Fidelity Institutional, Asset Management, Fidelity Healthcare Group, and other Enterprise business units). The ideal candidate is passionate about search marketing and has advanced knowledge of SEM, SEO, ASO, AdTech and Privacy in order to drive performance and advance the capability internally.

The Purpose of Your Role

You will lead all aspects of paid search management, including strategy development, budget recommendation, keyword research and selection, ad copy creation, legal review of messaging, and audience strategy. You will manage an external agency team on implementation, bid strategy and optimization. Responsible for the search end-to-end user experiences, you will monitor your in-market campaigns and recommend improvements and experiments according to post click analysis and attributed business results.

You are a critical consultant on SEO relative to the pages your campaigns drive to. Beyond advising on best practice, you will conduct keyword research and page audits to identify opportunities to optimize webpage content that can maximize organic findability.

Partnering with marketing squads for the campaigns you manage, you will collaborate closely with Media, Segment, CKSI, Onsite strategy, Page Developers, Content, and UX to achieve site traffic goals and drive growth for the business.

You maintain a current understanding of consumer search behavior, examining trends, reviewing and analyzing competitor strategies and making recommendations to adapt your strategy accordingly. This candidate is passionate about Paid & SEO search and stays informed on industry trends, platform algorithm changes, and SEM best practices.

The Expertise and Skills You Bring

• 5+ years of experience in Search Marketing and Google Ads certification
• Excellent analytical skills and the ability to interpret data to optimize and inform iterative testing
• Proven experience creating highly targeted campaigns combining 1P audience targeting, in-market audiences and keyword match types to drive qualified traffic to the site
• Strong understanding of search engine platforms, algorithms and ranking factors
• Experience with App Store Optimization (ASO) practices across Google App Campaign and Apple Search Ads
• Firm understanding of metrics; CPC, CTR, ROI, and working with different measurement systems and attribution methodologies
• Proficiency in SEO standards, website content structure, and information architecture
• Experience managing external agencies
• Excellent organizational, project management, and communication skills
• Familiarity with agile principles / working in agile

The Value You Deliver

• Achieve growth in north star KPIs (New Money, New Individuals) and other key metrics, including, but not limited to site traffic, conversion and ROAS
• Ensure paid search investment delivers on true north KPIs – New Money, New Individuals
• Ability to support multiple marketing partners simultaneously and remain adaptive to working across varying team styles and workflow
• Collaborate with Comms Strategy to inform the paid search approach as part of the Integrated Communications Strategy
• Represent search and findability efforts within your marketing squad
• Campaign analysis and ability to develop a narrative around, and draw actional insights to further optimize and test
• Stewardship of brand guidelines and brand safety
• Understanding of SEO best practices, meta data, content optimization, schema markup
• Brings best in class knowledge of areas including testing, bidding, ranking factors and audiences

How Your Work Impacts the Organization

The Marketing Domain is the internal marketing organization of Fidelity Investments and is led by the firm’s Chief Marketing Officer. The Search team is led by the Head of Paid Media & Search and the search practice ladders to the Head of Marketing and Advertising Channels within this organization. Marketing & Advertising Channels serves as an enterprise capability supporting all divisions of Fidelity, including but not limited to Fidelity Wealth (Retail), Fidelity Brokerage (Retail), Workplace Investing, Fidelity Institutional, Asset Management, Fidelity Healthcare Group.

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