Director, SEM & Programmatic Buying

Company:

At LegalZoom, we exist to democratize law and deliver on that purpose by bringing quality and affordable legal help to anyone who is starting a business, planning for their family, and protecting their ideas. If you ask our employees, (or Zoomers, as we call ourselves), they’ll tell you the people are the best part about working here, and that’s because we don’t lose sight of our purpose.  We are a company passionately focused on our customers through our products and services, supported by a strong technology platform that enables our customers to interact with us anytime and anywhere.  We are a high growth company, expanding rapidly into new products and services, and looking to bring in leaders that want to further drive our purpose, help lead our growth, enhance our culture, develop our teams and accelerate career growth in a fast-paced, highly collaborative, inclusive, transparent and talented organization.
 

Role:

As a LegalZoom Director, you are an executive assigned with the critical task of helping to form and connect high level company strategy with the team you manage to ultimately execute against it. The ideal candidate must have extensive experience leading a performance marketing team for online ecommerce, ideally in the B2C space. A strong background in pay-per-click (PPC) management for search engine marketing campaigns (SEM), programmatic display, paid social, and expertise in the overall role digital marketing plays in the customer conversion path is required. The ability to oversee and execute flexible integrated marketing plans through paid search and programmatic channels to acquire and engage with customers is a must. This role requires an in-depth technical understanding of the proper platforms, tracking implementation, attribution modeling, and analysis required to make data informed decisions to test, optimize, and scale all types of digital marketing programs effectively. Reporting directly to the VP, Digital Media and Paid Acquisition, you are accountable for developing and maintaining a best in class performance marketing team.

Responsibilities:

· Partner with the VP, Digital Media and Paid Acquisition to align with overall company strategy and priorities

· Continually monitor macro-environmental trends impacting customer behavior

· Collaborate with various teams across the company to ensure brand communication goals inform a consistent end to end customer experience

· Provide ongoing strategic recommendations for optimal campaigns, spend levels and KPI goals for annual budgets approaching 9-figures

· Lead and develop a team responsible for day-to-day management and execution of paid search, and programmatic digital campaigns maintained internally, or through agencies and vendors 

· Translate strategic initiatives into a gameplan for rapid execution of flexible campaigns that are nimble and able to be manipulated and optimized in real time to align with goals 

· Provide strategic leadership with search partners and vendors, showcasing the ability to get the most out of our partnerships to drive business results

· Utilize outputs from attribution modeling to inform channel optimization tactics

 Provide POV and recommendations for MarTech tools and platforms to drive performance 

· Work with customer segment leaders, product management, marketing teams, and engineers to ideate campaigns, develop, and test relevant ads and landing page content 

· Develop near and long-term strategies, roadmaps, and oversee day-to-day tactics that increase revenue, site traffic, conversion, margins, and ROAS 

· Spearhead continual reporting of key channel KPIs to C-Team, providing data-driven insights to inform recommended actions 

· Stay current with advances in digital marketing, and competitive landscape

· Manage contractual negotiations and obligations to ensure all partnerships are in line with company strategic goals and best interests 

Knowledge & Skills

· Bachelor's Degree in Marketing or related field, MBA preferred 

· 10+ years of experience managing and developing a team responsible for e-commerce paid search, programmatic display, and paid social campaigns

· Hands-on knowledge of best practices in qualified customer acquisition and conversion 

· Familiarity and experience with the latest tools and emerging platforms within the search and programmatic space

· Ability to analyze business data trends to inform decisions that will fuel company growth

· Experience with campaign management platforms (Kenshoo a plus)

· Strong analytical skills with ability to drive meaningful actions from large data sets 

· Ability to succinctly present data and communicate recommendations, written, and verbally

· Exceptional copy writing and editorial skills 

· Proficiency in MS Office - especially Excel and PowerPoint 

· Ability to multi-task and prioritize in a fast-paced and dynamic work environment 

· A strong, self-motivated leader, who thrives on collaborating with teams across the organization 

· An accountable, organized individual with great attention to detail and focus on quality of results