Web Analytics & Search Specialist

at  Burton

At Burton, we are a purpose-led brand rooted in snowboarding and the outdoors. We fight for the future of our people, planet, and sport. We aim to maximize our positive social impact and minimize our negative environmental impact while delivering high-quality performance products.
As a global leader in snowboarding, we’re committed to diversity, equity, and inclusion for the long-term health of our company, sport, and community. Through these efforts, we aim to make snowboarding and the outdoors accessible to all.

THE BREAKDOWN:

The Web Analytics & Search Specialist is responsible for managing regional SEM initiatives, capturing valuable data, and providing strategic guidance to the global and regional Consumer Marketing Team. We are seeking a candidate who thrives on data-driven performance, possesses strong attention to detail, excels in identifying patterns, developing insights, and crafting growth plans. This role is essential for instilling a data-driven mindset and positively impacting Burton’s direct business in the Americas region.

WHAT YOU GET TO DO:

• Manage regional SEM functions such as creating PPC campaigns and ads, leveraging new features and ad formats and performance tracking.
• Manage the regional Google Analytics account to ensure tool functionality and maintain reporting best practices.
• Conduct ongoing keyword research and performance tracking.
• Manage budgets and campaign spending for SEM, with close tracking and management.
• Collaborate creatively and strategically with the global team and business stakeholders to adapt Google Analytics to meet business needs.
• Support digital reporting efforts related to e-commerce, digital marketing, social media, and merchandising strategies through dashboards, scorecards, and ad hoc analysis.
• Provide weekly and monthly reports on Burton.com and marketing KPIs related to traffic and implicit revenue drivers.
• Utilize various tools such as Excel, Google Analytics, Google AdWords, Google Data Studio, Rockerbox, and more.
• Manage various SEM tools and cultivate relationships with client success teams.
• Take responsibility for reporting on performance marketing for the regional team.
• Other duties as assigned.

CORE CAPABILITIES THAT WOULD HELP YOU SUCCEED IN THIS ROLE:

• SEM Strategy and Execution: Proficiency in developing and implementing regional SEM strategies, including PPC campaign creation, ad performance optimization, and comprehensive campaign tracking.
• Data Interpretation and Insights: Strong analytical abilities to interpret data from Google Analytics and other SEM tools, extracting actionable insights to drive informed decision-making and strategy refinement.
• Financial Acumen: Experience in effectively managing SEM budgets to achieve maximum Return on Advertising Spend (ROAS), ensuring efficient resource allocation and cost-effectiveness.
• Advanced Tool Utilization: Expertise in utilizing advanced SEM tools such as Google Ads, Google Analytics, Google Data Studio, and other analytics platforms to streamline reporting and enhance campaign performance analysis.
• Cross-functional Collaboration: Proven skills in collaborating across global teams and with key stakeholders, translating data-driven insights into actionable growth strategies and aligning SEM efforts with broader marketing objectives.