Competitive + benefits
Date when vacancy closes
30 Jul 2017
Area of Expertise
Background to vacancy/ What is the purpose of the job? What do you need to achieve?
Responsible for the amplification work stream in the SEO team, maximizing the link building opportunities available at a brand the size of M & S. The candidate must be proactive in nature with very strong project management skills to co-ordinate campaigns from start to finish. This is an exciting opportunity to reshape the SEO influencer strategy at M & S.
Key accountabilities & measures:
� Obtaining natural links from authoritative bloggers (with SEO value) to strategic pages on M & S.com to boost visibility in google search
� Aim to increase the frequency in which we are generating influencer content/coverage for SEO campaigns.
� Work within the google regulations to avoid being penalized for mining links.
� Work collaboratively with the PR team to ensure to deliver a best in class influencer strategy
Stakeholder Management & Business Engagement
� Be an ambassador for SEO; educating key stakeholders of the importance of SEO, ensuring it becomes 'business as usual' in all relevant work
� Support the business priorities, sharing data & insights to influence business decisions such as product offering and campaign timings.
� Work collaboratively with the search team, wider digital marketing team and PR to drive one strategy that is customer centric and ensures that M & S is leveraging all channels to drive the maximum incremental revenue.
Reporting on performance
� Tracking and reporting on campaign and �always-on� KPIs as they relate to the SEO roadmap e.g. traffic and revenue metrics, keywords optimised; links created; etc.
� Working with line manager and SEO agency, report on SEO specific set of KPIs to monitor performance and understand which initiatives drive visibility & sales e.g. SEO share of market.
Building SEO Influencer Strategy
� Working with SEO agency to perform competitive analysis; understand search strategies of competitors, offering insights and take advantage of gained insights
� Keep up to date with changes in the SEO field and adapt UK & International strategy accordingly.
Key relationships & stakeholders:
� Head of Digital Marketing Senior search manager and wider Digital marketing team
� PR, Publishing (M & S.com Editor), Social Media Manager
� Brand Marketing and Category Digital Marketing Managers (Women�s, Mens, Home etc)
� International (Trading, Marketing, Development etc)
� SEO Agency(s) & Offshore Team
Technical skills/business skills required:
� Great communication skills; can influence stakeholders through logical and factual based reasoning
� Able to communicate complex technical SEO solutions in 'plain English' to stakeholders who do not have strong SEO or digital understanding
� Working experience with off-page / content outreach / link building is essential
� Strong understanding of content optimisation and passing link authority to deeper pages on the website
� Experience of working to tight deadlines and delivering under pressure
� Able to plan, and deliver strong on brand, relevant event
� Have strong verbal and written skills, be able to express the brands tone of voice
� Maintain a consistent visual brand image within comms and projects at all times
� Demonstrate a proven accountability of budget ownership and control
� Able to promote and maintain a positive brand image at all times
� Develop strong and consistent relationships with the Product PR team
� Have a creative and innovative approach to projects
� Have a strong understand of the intrinsic link between PR, SEO, Affiliate and digital marketing and their respective work with influencers