Principal Analyst - Search Marketing (Viator)

at  TripAdvisor

ABOUT VIATOR

Viator, a Tripadvisor company, is the leading marketplace for travel experiences. We believe that making memories is what travel is all about. And with 300,000+ travel experiences to explore—everything from simple tours to extreme adventures (and all the niche, interesting stuff in between)—making memories that will last a lifetime has never been easier. With industry- leading flexibility and last-minute availability, it’s never too late to make any day extraordinary. Viator. One app, 300,000+ travel experiences you’ll remember.
The Viator Marketing Analytics team is seeking a Principal Analyst for Search Marketing Analytics who has the analytical and leadership skills, as well as, business experience to support numerous end-users from an analytics and measurement perspective, driving out insight to influence valuable change; and is looking to join a fast-growing all-star team dedicated to providing the highest quality data-driven insights.

• Be the strategic lead in the Search Marketing analytics team, leveraging data analysis to identify opportunities that align Search Marketing efforts with broader business strategies.
• Drive analysis to explore how a unified strategy across paid and organic search can accelerate overall business growth.
• Proactively identify opportunities for incrementality testing across our search channels through in-depth research and analysis. Support the marketing team with experiment design and analysis, ensuring robust measurement and reliable insights aligned to business objectives.
• Break down silos within the marketing analytics team by fostering cross-collaboration with analysts across the marketing channels (e.g. CRM, Display and Affiliate Marketing). Lead cross-channel analysis to identify opportunities for synergies across marketing efforts.
• Maintain close monitoring of daily trading numbers, providing regular updates to the business on the performance of Search Marketing channels against key metrics and overarching business targets.
• Lead traffic analysis focused on developing the capability to translate data into actionable insights that will optimise performance across SEM and SEO.
• Develop expertise in the SERP, understanding the interplay between paid and organic search features and their impact on search performance. Monitor and assess the effects of Google updates on internal performance metrics.
• Be on top of market trends on the SERP, proactively identifying opportunities in SEM and SEO while mitigating threats to secure a competitive advantage.
• Develop exceptional relationships with stakeholders and within the team to ensure all workstreams and projects are delivered to the strategic needs and objectives.
• Create concepts and justify business case analyses to improve search traffic and commercial metrics.