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Digital Media Analyst

Location
Estero, FL

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General ResponsibilitiesnHertz Global is the largest worldwide airport general use car rental company with more than 1,600 airport locations in the U.S. and more than 1,400 airport locations internationally.nThe mission of the Digital team is to design and operate a compelling customer experience in every step of the customer journey on all Hertz digital properties. n nJob Purpose:n nThe Digital Media Analyst is responsible for coordinating, implementing, and managing Paid Digital Marketing strategies for the Hertz portfolio of brands. The role helps power our search engine marketing (SEM), pay-per-click campaigns (PPC), digital display advertising, and other digital components responsible for driving increased traffic to the website and achieve annual goals.  The Analyst is part of a greater Paid Digital team which develops innovative ways of improving optimizations and demand generation tactics.nKey-Result Areas:nn Responsible for supporting business objectives for each of our brands through the appropriate media mix and tacticsnnn Assist improving keyword generation, bid optimization, landing page resolution and testing, ad text testing, campaign management and reporting toolnnn Develop and maintain strategy documents and project plans for areas of ownershinnn Utilize successful bidding strategies and effective keyword management on pay-per-click search engines to hit target acquisitions volume goals and efficiency metricnnn Drive key performance metrics (KPIu2019s) and analyticsnnn Through analytical review, seek out additional areas of opportunity to help increase revenuenn Job Contacts:nn Internal Digital teams including Digital Content, CRM, Digital Marketing, Digital Performance, Digital Requirements and Design, and the Digital Strategy & Management Officennn Internal teams in Brand Marketing, Customer Experience, Customer Insights & Analytics, Merchandising, Technology, Sales, Customer Care, worldwide field operationsnnn External relationships with business partners, agencies, and consultantsnnJob Dimensions:nn Develop and maintain strategic plans and budget allocation on performance media to effectively and efficiently support the brand with a focus on awareness, website traffic and new customer acquisition with the support of internal and external agency resourcesnnn Drive key performance metrics (KPIu2019s) and analyticsnnn Lead all reporting meetings for Senior Management, including communicating key metrics, goal attainment and optimization opportunitiesnnn Provide detailed analysis of key metrics and program tracking techniques in order to increase overall search performance efficiencynnn Actively test and analyze keywords, copy and landing pages to increase ROI and drive incremental volumennn Data mine for anomalies, break points and opportunitiesnnn Collaborate with all internal teams define site instrumentation, media attribution models, lifetime value models and media mix analysis and optimizationnnn Leverage paid, owned and earned media channels to support demand generationnnn Build coordinated online media plan to maximize engagement and traffic generation across all digital mediannn Consistently evaluate new tactics, channels and productsnnn Manage, test and learn capabilities for paid display and paid search improvement collaborating closely with the Digital Performance team and the agency partnersnn nMandatory RequirementsnEducational Background:nDegree in Marketing / Communications / Business / Advertising nBacheloru2019s Degree requiredn nProfessional Experience:n2-5 defining, implementing, and optimizing paid digital campaigns n2-5 executing and managing digital marketing campaigns and programsn2-5 years working with digital platforms and software (Google Analytics, Google Adwords, Kenshoo, Doubleclick, Facebook)n3-5 years of experience managing large media agency with 10 million dollars marketing spendnStrong understanding of how to amplify the reach of a piece of content through multiple earned and paid distribution channelsnAction oriented business leader who is focused on driving resultsnDemonstrated analytical ability to assess the performance of a variety of media channels to build holistic recommendations around media allocation and ROInExperience in travel industriesnTrade CertificationsPreferred (Google Adwords, Google Analytics, Bing, Kenshoo, Hubspot, Facebook)n nKnowledge:nStrong understanding of media acquisition principles, trends and best practicesnStrong knowledge of industry and market trends to shape the direction of the digital experience by incorporating market, technology and business trendsnKnowledge of process flows, systems and procedures which aids analysis for solutions to exploit new business opportunitiesnAbility to find consensus across a variety of stakeholdersnKnowledge of testing and conversion optimization solutions including A/B and MVTnKnowledge of digital advertising platformsn n nSkills:nStrong understanding of digital marketing channels, strategies, and best practicesnProven creative mindset and innovative thinking nAble to deeply understand customers and transfer customer knowledge into improved digital experiencesnHigh proficiency in Paid Digital KPIs, analytics, testing, and optimization nHighly collaborative and invested, not only in the success of your team but the entire organizationnStrong written communication and presentation skillsnThe ability to manage teams of consultants and work with cross functional and client facing teamsnStrong understanding of digital marketing channels, strategies, and best practicesnProven creative mindset and innovative thinkingnExcellent analytical skills with attention to detailnExcellent leadership, negotiation, interpersonal, and presentation skillsn nPreferred Requirements nEEO/AA: Females/Minorities/Disabled/Vets

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