Paid Search Specialist Account Director, Auto/Travel/Beauty Clients
About the FAST team
The Future Adaptive Specialist Team (FAST) covers all programmatic media buying across Search, Social and Display. We define any programmatic display as inventory that is traded on the open exchange (directly via DSP or indirectly via a partner e.g. Quantcast) or via a marketplace. The team plays a vital role in the build phase across audiences, connections, content and measurement, implementing the solutions defined and designed by the Planning function.
The future of media is converging with more platforms and partners integrating and investing into a joined up digital journey. Where previously this may have been a jigsaw of partners, now we have scalable technology and platforms offering ways of interconnecting audience data through to execution. This creates better opportunities to plan and execute campaigns in a joined up way.
The FAST team are ultimately responsible for execution of campaigns, implementation strategy, channel reporting and insight. They will be developing each discipline to work across channel with the audience in mind and underpin this with the latest product adoption.
About the Paid Search Specialist role
No customer journey is linear. As they move between screens, offline and online, the role of the FAST specialist is to understand this challenge and build our story around this. This can be measured in the Plan (who my customer is and what they want to do), Adapt (how a maximise the experience and outcome) and Analyse phase (how I bring clarity and insight to a non-linear journey).
Our FAST team are specialists in their individual discipline (Search, Social, Display) but have the foresight to work horizontally across the other digital disciplines. The team will plan with this customer journey in mind, noting what actions brought them to their channel and what happens when they leave. However a specialist will be pushing adoption from their channel, keeping up with new product releases and working with partners to develop more.
The end to end channel optimisation will incorporate implementation planning and data integration cross channel through to creative and in detailed analysis. These skill sets will be part of the team whilst working with other specialists (business planning) for broader projects.
Essential knowledge, experience and skills
The Paid Search Specialist has in-depth knowledge of their specialism, the technology & platforms and how to fully refine and optimize a campaign. The fast nature of the industry means they are adapt at integrating new developments and integrating these to their plans.
The key knowledge required:
• Understanding of platforms, tools and new developments
• Correct measurement, KPI setting and optimization
• Linear and holistic metrics
• How to set up and structure campaigns
• Where data can be valuable and where machine learning is appropriate
• Connecting programmatic channels through data and tech; search, social and display
• Capacity to develop and integrate new thinking
• Understanding of channel structures and appropriate KPI application to grow accounts
• Technically competent around set up, best practice and advice
• Analytical in analysis of results and advice on optimization and measurement
GroupM is an equal opportunity employer. We view everyone as an individual and we understand that inclusion is more than just diversity – it’s about belonging. We celebrate the fact that everyone is unique and that’s what makes us so good at what we do. We pride ourselves on being a company that embraces difference and truly represents the global clients we work with.
If you need assistance or an accommodation due to a disability, please email us via TalentTeam.UK@GroupM.com.