The TurboTax marketing team team is currently looking for a SEO & PPC Staff Marketing Manager who will bring in-depth knowledge of SEO and paid search (SEM / PPC) best practices and a proven track-record of managing, optimizing, and growing organic search with a focus on delivering business goals (traffic, web & app conversions, sales, revenue). This role requires the ability to operate on both a strategic and tactical level with a desire to drive results through the use of data and testing. The ideal candidate will have at least 5+ years of experience and strong critical thinking skills with an exceptional ability to collaborate in a fast-paced, team-oriented environment.
Your primary goal would be to drive SEO strategy and best practices across the org,as well as spearhead the paid search advertising efforts across multiple platforms to preserve and grow organic & paid search qualified traffic that delivers on aggressive business goals each year.
The ideal candidate will have excellent communication skills and attention to detail, as well as be open to feedback from stakeholders to improve performance and the ability to influence change within a large, matrixed org.
Responsibilities
Overall
- Partner with the broader TurboTax marketing, website, and Comms/PR teams to holistically manage all aspects of the TurboTax organic paid search programs, from planning to implementation, from deep dive analysis to effectively communicating complex concepts to senior leaders.
- Create, own, and deliver the TurboTax SEO and SEM strategies end-to-end, to meet aggressive business goals via a one and three year roadmap.
- Evaluate and identify new, innovative opportunities to prioritize and drive fast experimentation and learning.
- Passionate about SEO and SEM, keeps on top of industry trends, reads the latest search engine news and helps to communicate these out.
SEO
- Advanced SEO experience with GenAI, Chatbot, Schema, AMP and other techniques to ensure TurboTax organic rankings are best in class within and beyond traditional search.
- Deep technical SEO expertise, including significant experience with platform migrations, crawling/rendering best practices, subdomains vs TLDs, Core Web Vitals, international SEO, and more.
- Experience partnering across many teams to evangelize and ensure SEO best practices are implemented at every step, including partnering with Design to influence creative, copywriters for on page copy, developers for code and platform recommendations, as well as with QA to ensure launch is successful before and after.
- Effectively collaborate with other internal and external stakeholders, including agencies, search engine reps, and other channel leads (Digital Media, Social, Mobile).
- Identify Holistic Search opportunities, proactively implementing these strategies to maximize Holistic search outcomes (more overall search conversions, less spend), and help lead testing ideas and insights.
- Advanced experience with keyword research and writing compelling, keyword-rich, ‘within brand guidelines’ title tags, meta descriptions and other copy in collaboration with multiple teams for input on high visibility pages.
- Experience with app store optimization (ASO) to drive mobile app downloads and adoption.
- Hardcore data background with significant experience driving SEO tracking implementation and ensuring attribution is correct across desktop, mobile web and mobile app. Highly analytical, makes data-driven decisions and experienced with working in an organization with rigorous testing standards.
- Analyze search performance and user behavior to derive marketing insights and make recommendations to improve performance using internal and external data sources (e.g. GSC, SEMRush, Adobe, other in-house data sets).
- Work closely with leaders from analytics, research, agency, search engine, and other channel teams to uncover customer insights, develop key metrics and drive measurement and analysis.
- Experienced in reporting on SEO performance including: contribution to the business, top keywords, top pages, conversion rates, Brand vs Generic, and YOY performance.
SEM/PPC
- Develop and implement comprehensive paid search strategies aligned with business goals and objectives.
- Collaborate with our PPC agency on the following:
- execute, and optimize paid search campaigns across various platforms, including Google Ads, Bing Ads
- Conduct in-depth keyword research, audience targeting, and ad copy testing to improve campaign performance.
- Manage campaign budgets, bid strategies, and ad scheduling to ensure efficient use of advertising spend
- Identify opportunities for optimization and implement data-driven campaign improvements.
- Conduct regular A/B testing and experiments to continuously enhance campaign performance.
- Utilize analytics tools (e.g., Internal Dashboards, Google Ads, Bing Ads, SA360) to monitor and analyze campaign performance metrics, including CPCs. click-through rates, conversion rates, cost per acquisition, and return on ad spend
- Prepare and present comprehensive reports on campaign performance, insights, and recommendations to stakeholders.
- Provide subject matter expertise and thought leadership in paid search advertising.
