Paid Search & CSE Marketing Manager

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About Bergdorf Goodman  

• As the house of extraordinary taste for almost 120-years, we are New York’s original icon of style. The legendary window on inventive inspiration, Discerning since day one, we define the culture of fashion. We are a community of “creative ingeniuses” Cultivating experiences beyond the expected, and nurturing ideas that inspire the joy of discovery. We thrive on bringing exceptional creative talents together. We are unabashedly luxury. And luxury is ours to define. We are Bergdorf Goodman  

The role 

• In this role, the Manager of Paid Search & Comparison Shopping Engines will be responsible for creating marketing channel strategies to efficiently drive sales growth for Bergdorf Goodman’s online business. This individual will partner with cross functional teams and manage an agency partner to develop marketing strategies, determine ongoing optimizations and testing plans to for short & long term growth.  

Responsibilities 

• Define & plan Paid Search and CSE annual and monthly forecast, roadmap, calendar and strategies to drive sales amongst existing and new customers  

• Lead planning, management, and execution of all Paid Search and CSE initiatives and campaigns, including account setup, development and implementation of strategies, campaign structure, budget management, daily bidding, and invoice management 

• Manage advertising agency as well as platform partnerships with Google and Bing, determining optimization opportunities to drive efficiency and sales growth weekly 

• Manage Google shopping campaigns including product feed, bidding strategies and product segmentation to drive efficiencies 

• Closely monitor and optimize campaign performance to efficiently meet sales forecast and goals (sales, ROAS, cost/new customer acquired, CPCs) 

• Keep stakeholders informed of performance to goals on a weekly, monthly and quarterly basis  

• Manage to monthly spend, ensuring invoices and budgets are within expectations 

• Proactively recommend incremental spend opportunities to capitalize on demand 

• Pull, organize and create detailed monthly reporting and insights across marketing channels to show how Bergdorf Goodman is performing to monthly and seasonal business goals 

• Develop a test strategy for channel optimization & innovation, creative testing, landing page optimization, and audience expansion across channels to ensure performance targets are met and to support long term strategies to grow new customers 

• Explore and drive test opportunities (such as incrementality, audiences, bid tactics, capitalizing on demand growth when upper funnel marketing is live, optimal strategy with SEO counterpart, expansion to new platforms) 

• Build and maintain key relationships with counterparts, including SEO team, Neiman Marcus counterparts, marketing technology, analytics and platform partners 

• Act as subject matter expert in SEM and shopping trends and best practices and educates relevant teams  

• Conduct competitive analysis, determining Bergdorf Goodman opportunities to increase investment to capture demand and any watch outs to the business within the paid search and CSE channels 

Who we are looking for 

• 5-7 years of experience owning and managing Paid Search and Comparison Shopping Engine performance marketing campaigns (in house or at an advertising agency) 

• Hands on experience creating paid search campaigns in Google and Bing 

• Deep understanding of Paid Search tactics and platforms, including SA360, automated bidding, tROAS, tCPA, LIAs, impression share, conquesting, other Paid Search platforms 

• Strong analytical skills, understanding of tangible KPIs to meet goals; experience with Google Analytics, Omniture and Tableau 

• Passion for Paid Search & CSE, staying ahead of cutting-edge trends and channel developments with partners such as Google to drive sales amongst new and existing Bergdorf Goodman customers 

• Strong cross functional collaboration and partnership, especially with analytics team, SEO counterparts, agency partners, Google and Bing 

• Strategic, analytical problem solver with the proven ability to structure a data-driven approach to complex business problems 

• Excellent communication skills to keep various internal and external teams aligned and informed 

• Both right brained and left brained, can think big picture and have the ability to execute with great quality in the details 

• Proven track record of meeting sales growth goals 

• Working business knowledge of tag management, tracking pixels, data feeds, data collection and exchange (i.e., 1st and 3rd party data sources). Experience with multi-touch attribution and media mix models a plus