Growth Marketing Manager, Search - Blue Buffalo

“Love Them Like Family, Feed them Like Family”. This is an exciting time to be part of the Blue Buffalo family, as the company is on a journey to revolutionize relationships with consumers (Pet Parents). This role is key to Blue Buffalo’s growth strategy: cultivating deeper, more meaningful relationships with consumers (Pet Parents) that will drive incremental value and loyalty to Blue Buffalo. Blue Buffalo wants to be there to support consumers (Pet Parents) during all the moments that matter in their lives, so more consumers (Pet Parents) who love them like family can feed them like family. We are seeking a Growth Marketing Manager, Search to join our Blue Buffalo Pet Parent Engagement Team and report directly to the Sr. Digital Marketing Manager. In this role, you’ll strategically oversee, build and manage BLUE’s full-funnel search capability, focusing on developing holistic SEO and SEM strategies that drive ROI across channels. The Growth Marketing Manager, Search plays a critical role in establishing connections with Consumers (Pet Parents) by maximizing our brand visibility and online presence, analyzing search data, and working to grow awareness and drive consideration with consumers (Pet Parents) across the moments that matter. You’ll also partner to manage and strengthen our retail search strategies, continuously improving efforts to ensure BLUE business objectives are met. Strategy & Planning Oversee and build BLUE’s SEO & SEM capability, owning and leading the development of overarching search strategies and efforts to ensure the BLUE brand and products stay top of mind in consumer (Pet Parent) minds and help drive conversion and loyalty to BLUE products. Define, develop, and implement BLUE’s SEO strategy to engage consumers (Pet Parents) and increase market awareness of the BLUE brand and product across touchpoints. Strategize on how to best utilize search tactics to drive desired consumer (Pet Parent) behaviors across channels, collaborating with Brand, Media, e Commerce, Experience Product, and Channel leads on the execution of SEO/SEM/Retail search tactics. Lead planning efforts focused on establishing cross-functional forms to discuss and refine search strategies, evaluate performance and ideate on new tactics and activities to drive business results. Collaboration Manage external search agencies/vendors, continuously growing search capabilities and defining the right support model to evolve search efforts to meet new needs and defined goals. Partner closely with Brand, Media, e Commerce teams to increase BLUE’s brand presence; managing and executing on search (owned, earned, paid) initiatives to ensure BLUE is always top of mind to consumers (Pet Parents) during the moments that matter. Collaborate with Brand, Media, e Commerce, Experience, Creative and content team members to apply an SEO lens to content creation and content programming across communications, campaigns, and consumer (Pet Parent) engagement initiatives. Collaborate with Performance & Optimization and channel peers to execute tests, define attribution models, collect and analyze data and results, identify trends and insights to achieve maximum ROI across organic and paid search efforts. Collaborate with Performance & Optimization peers to understand trends in search data and deliver reports to take the correct actions for improved performance and consumer (Pet Parent) engagement. Collaborate with Brand, Media Planning and CRM teams to recommend new audience and segment targeting efforts based on knowledge of how paid and search strategies have evolved. Execution & Action Provide recommendations for optimization of copy and landing pages to improve success of search engine marketing efforts by applying best in class SEO/SEM tactics. Conduct keyword research, manage optimization, and maintain the bidding algorithm. Perform ongoing keyword discovery, expansion and optimization. Track, report, and analyze search data to develop relevant and actionable plans, programs, tests, and recommendations for consumer (Pet Parent) engagement initiatives and campaigns, ensuring strategies are driving ROI. Recommend changes to website architecture, content, linking and other factors to improve SEO positions for target keywords. Other Responsibilities as Requested Contribute to and develop audience segmentation recommendations. Stay up to date on the latest SEO/SEM Trends and best practices. Monitor marketplace/competitors’ trends to inform and apply new SEO/SEM strategies and tactics to BLUE efforts. Qualifications Bachelors Degree in Marketing or related field 8+ year’s SEO/SEM experience, in a role building, implementing, and managing best in class search strategies in a DTC to environment Highly collaborative with strong communication skills – written and verbal Proven SEM experience managing Pay-Per-Click (PPC) campaigns across Google, Yahoo and Bing. Knowledge of and experience with marketplace search tactics and efforts. Strong understanding of performance marketing, conversion, and online customer acquisition. Experience with website analytics tools (e.g., Google Analytics, Net Insight, Omniture, Web Trends) Experience with A/B and multivariate experiments. Understanding of marketing metrics (i.e. impressions, clicks, click-through-rate, conversations, CPC, Cost per Acquisition). Experience managing agency/vendor relationships Up to date with the latest trends and best practices in SEO and SEM. Knowledge of trends and tools for Pay-Per-Click (PPC) programs. Understanding of bid management tools. Strong analytical skills and experience generating SEM reports. Must be able to work in environment with free-roaming companion pets. Preferred Qualifications Pet enthusiast preferred Experience working with back-end SEO (ex. metadata) Knowledge of technical web aspects (ex. sitemaps, wireframes) COMPANY OVERVIEW We exist to make food the world loves. But we do more than that. Our company is a place that prioritizes being a force for good, a place to expand learning, explore new perspectives and reimagine new possibilities, every day. We look for people who want to bring their best — bold thinkers with big hearts who challenge one other and grow together. Because becoming the undisputed leader in food means surrounding ourselves with people who are hungry for what’s next.