Online Marketing Consultant

Company

ShopWell is a venture-backed spin-off of IDEO, the global design consultancy (www.ideo.com) The company is developing a new service around food and nutrition, based in Palo Alto, California, and currently operating in “stealth” mode.

Role

The Online Marketing Consultant is responsible for maximizing traffic from ShopWell’s natural search online marketing and pay-for-performance and efforts. Primary channels will include Search Engine Optimization (SEO), Search Engine Marketing (SEM), and Affiliate marketing. This person will be responsible for managing the marketing investment to drive the highest possible returns while meeting monthly and annual traffic and sales goals.

This engagement is roughly 20 hours per week and is based in Palo Alto, CA.

Deliverables

• Define and implement an optimal and demonstrably effective SEO strategy to drive traffic to ShopWell’s website. Provide insight and recommendations to technical team on technical SEO optimization.
• Define and implement an optimal and demonstrably effective pay-for-performance marketing plan by developing a broad test plan to test different pay-for-performance channels, testing individual channels, and continually refining.

Responsibilities

Search Engine Optimization (50%)

• Manage execution SEO business strategy to meet sales and traffic goals.
• Work closely with item-setup team to maximize SEO benefits during content setup process.
• Define SEO on-page and “below the glass” guidelines, including on-page content, URL structures, page titles, meta-data and anchor text.
• Develop and execute internal and external linking strategy.
• Utilize existing reporting tools to systematically track and improve natural search performance.
• Stay abreast of changes to search engine algorithms and adopt/refine tactics to ensure a consistently high natural search performance.

Pay-for-performance marketing (50%)

• Own pay-for-performance marketing campaigns on a day-to-day basis, ensuring that sales and efficiency goals are met or exceeded. Specifically:
• Manage & refine affiliate marketing efforts to further optimize channel.
• Develop relationships with new affiliates, strengthen existing relationships and manage affiliate agency partner to monitor compliance across network.
• Hands on implementation and campaign management for SEM through our partners and/or internally.
• Manage online marketing budget, forecasting monthly goals and ensuring that they are achieved.
• Develop and execute online marketing strategies and plans to support sales efforts throughout the year as well as during holidays and seasonal pushes.
• Provide reporting & analysis strategy (with support from analyst) and communicate key performance trends to the organization.
• Perform data analysis as needed to problem solve and to identify trends and opportunities.
• Monitor competitive best practices, keep up with industry trends and introduce new ideas for improving performance, developing new partnerships as necessary.

Requirements

• 5+ years full-time experience developing and managing pay-for performance, SEM and SEO efforts for a well-known, high volume, successful consumer or professional (i.e., Intuit, Salesforce.com) web site or service
• Strategic and tactical SEO expertise. Be able to describe how you have set strategy for SEO efforts, including defining the marketing terms and opportunities for SEO, and your expertise with technical SEO efforts, such as site architecture, URLs, etc.
• Demonstrable pay-for-performance expertise with the following channels: Adwords and other search marketing, display advertising, affiliate networks, email marketing, and social media.
• Demonstrable results. Be able to describe extensively in bullet terms, the impact of your individual efforts (vs. team or company efforts), in terms of hard metrics such as click rates, CPA, CPC, etc.