What are the responsibilities and job description for the Associate Director - Analytics & Performance Marketing position at Hanson Dodge Creative?
The Associate Director of Analytics and Performance Marketing (referred to in this job description as ADAPM) is responsible for the overall direction of the Hanson Dodge’s advanced analytics capability, programmatic media and SEO (organic search) practices. In collaboration with other roles/individuals that may/may not be staffed at Hanson Dodge, the ADAPM may also have strategic and tactical responsibility of other performance marketing channels and biddable media, including; paid search, paid social, affiliate marketing and components directly related to the success of those programs, including:
- Cross-channel measurement
- Cross-channel optimization
- 1st party data use/strategy
The ADAPM will gain a deep understanding and working knowledge of all analytics needs, advanced solutions and evolution of client data usage along with SEO best practices to further develop internal HD capability. If needed, existing knowledge of paid social platforms and paid search will be used to support hands-on activation within those platforms, which may include helping to identify internal/external resources to manage or train.
The ADAPM will be responsible for hands-on-keyboard management of programmatic media programs for all HD clients, with maintenance level support from existing HD staff as needed. In addition to overseeing the analytics team, which currently consists of a data engineer and analyst, the ADAPM will have shared oversight of individuals on the media strategy team who have SME responsibility on SEO and programmatic and (pending other staffing) paid search, paid social, affiliate marketing, retail/ecommerce.
The ADAPM will work in close collaboration with the paid media strategy leads, who typically own the holistic client strategy (inclusive of brand and performance marketing) and are responsible for coordination of all media strategy, execution, analytics, and media-based finances.
Additional responsibilities may include:
- Development of advanced analytics, programmatic and SEO best practices, POVs and case studies for internal use and for potential use in new client acquisition.
- Maintaining vendor relationships with analytics, programmatic and SEO vendors either directly or with assistance from other HD staff
- Identification and evaluation of tools to support in the research, management and reporting of client campaigns.
- Leadership and contribution to gathering and distribution (internally and externally) of industry trends relevant to clients and the defined areas of expertise.
- Participation in client-facing meetings for both existing and prospective audiences.
Experience requirements include:
- 7 years of relevant experience
- Previous experience with GA4, Looker Studio or comparable dashboard/BI tools
- Deep understanding of SEO products such as Search Console, Screaming Frog, SpyFu, Ahrefs, etc.
- Hands-on experience managing programmatic media platforms (DSPs) with knowledge of data marketplaces
- Retail biddable search experience (i.e. Criteo, Perpetua, PacView, Amazon, Walmart) a plus, but not required
- SEM experience a plus
Regardless of race, gender, religion, sexual orientation, age, or disability, Hanson Dodge is committed to creating an inclusive environment where everyone's talents are valued and developed to their fullest.
