None

BA/BS w/ 1 year of experience

• Google Analytics Certification required
• Google Business Profile
• Yext
• Strong Microsoft Office Suite Skills: Word, Excel, PowerPoint, Outlook
• JIRA or ticketing experience

Communication

• • Internal small-group presentation skills
  • Well organized 
  • Able to convey information efficiently and suitable for specific audiences

Customer Focus

• Committed to customer-centric mindset
• Able to understand the automotive landscape

Accountability

• Attention to detail and committed to producing high quality work
• Critical thinker - ability to anticipate needs and impact of decisions
• Able to execute tasks independently and ask for help to avoid errors
• Time management skills that allow you prioritize tasks/responsibilities to meet all deadlines

Drive for Results

• Contribute to team and company goals for overall success
• Hit all deadlines

Continuous Improvement & Mutual Respect

• Self-motivated, continuous learner, and problem-solver
• Treat all departments with respect and build strong cross-functional relationships

• Understand and apply all SOPs
• Execute high quantity of basic SEO tactics while ensuring high quality, per SOP
• Conduct monthly audits to ensure SEO package compliance
• Support team members by contributing to their monthly SEO tactics
• Manage a small account load (10-15) of low-touch clients
• Communicate and escalate information if necessary

None

BA/BS w/ 1-2 years of experience

Mastery of SEO Associate Level: Application experiences and product & process procedures

• Cross-train in complementary roles and fill-in as necessary
• BrightEdge, SEMrush, AHrefs, or similar SEO platform experience

Mastery of all Soft Skills at SEO Associate Level

Communication

• • Exemplary written and confident verbal communication skills
  • Analyze product performance
  • Able to translate technical information to customer facing business language

Customer Focus

• Communicates to clients directly with command, appropriate tone and product knowledge.
• Propose optimal and mutually beneficial business solutions

Accountability

• Recognizes when issues within the department will have downstream impact

Drive for Results

• Contribute to team and company goals for overall success
• Expert advisor and solid collaborator with Sales & CST

Continuous Improvement & Mutual Respect

• Able to understand the bigger company picture
• Escalate critical issues and alert anyone that may be affected
• Prioritization of work

Mastery of all Role Requirements at SEO Associate Level

• Responsible for successful product delivery
• Manage a full client load (34-39 accounts)
• Pace completion of tactics evenly throughout the month
• Ensure that all SEO work is successfully imported at month end
• Support associate level team members
• Analyze and interpret data and analytics
• Conduct audits for current clients, providing thorough, client-facing feedback and action plans
• Proactively analyze client performance and implement changes to tracked keywords as needed

One to Two

BA/BS 

• 2+ years of experience in digital advertising

Mastery of Application/Technical Aptitude at SEO Specialist Level

• Supports manager with process improvements 
• Able to understand internal technical process and anticipate nuances that may require workarounds or heightened training
• Act as SME for BrightEdge, Yext, Google Analytics, and Google Business Profile
• Support Supervisor and Manager level with training
• Participate in operational efficiency dev process (contribute to Acceptance Criteria, attend sprint reviews, and support roll-out of new enhancements)

Mastery of all Soft Skills at SEO Specialist level

Communication

• • Able to confidently write and present materials to internal and external audiences
  • Support Manager and Supervisor with major company and industry-wide product presentations

Customer Focus

• Provide positive & compelling product performance examples for marketing

Accountability

• Proven track record of flawless execution, attention to detail and quality assurance.
• Acts as software partner lead for select relationships.

Drive for Results

• Able to provide positive product performance examples for marketing and provide clear and compelling findings
• Ability to consult with sales on launch/ buildout to achieve optimal performance and alignment with client goals.
• People management (lead structured 1:1s, oversee professional development and work quality)

Continuous Improvement & Mutual Respect

• Develop strong, collaborative working relationships across departments
• Improve employee experience

Mastery of all Role Requirements at SEO Specialist Level

• Manage and support key accounts
• Understand and analyze KPIs
• Support specialist level team members
• Support Manager and Supervisor with onboarding and training of new hires
• Oversee the creation and training of new SOPs
• Write and present SEO Insights Bulletins
• Contribute agenda items in weekly team meetings and monthly vendor partner meetings

Two to Five

BA/BS 

• 4+ years of experience in digital advertising
• 1-2 years managing direct reports

Mastery of Application/Technical Aptitude at SEO Senior Specialist Level

• Act as a software partner lead for key relationships. Including familiarity with features, staying up to date with new features.
• Ensure training and processes are documented and communicated with key departments.
• Support manager with vetting of new software applications

Mastery of all Soft Skills at SEO Senior Specialist level

Communication

• • Advanced written and verbal communication skills
  • Comfortably present to EMT

Customer Focus

• Advanced customer-centric mindset

Accountability

• Support manager with process improvements & increase operational efficiencies, product quality, & performance

Drive for Results

• People management and coaching
• Able to anticipate resource constraints and plans accordingly to ensure staffing coverage and communicates plan to management/sales/etc.
• Able to remove roadblocks encountered by team members

Continuous Improvement & Mutual Respect

• Works well with supervisors of other departments

Mastery of all Role Requirements at SEO Senior Specialist Level

• Manage a small client load (~15 accounts)
• Manage SOP’s utilization
• Support Manager with improvements to department KPIs
• Support Manager with budget & financial analysis
• Develop strategic recommendations
• Understand L2T mission / vision & how they impact profitability
• Solve and develop solutions for complex technical problems
• Support Manager with department budgeting and team design
• Understand how staffing impacts the department

Four or More

BA/BS

• 5+ years of experience in digital advertising
• 3 years of management experience

Mastery of Application/Technical Aptitude at SEO Supervisor Level

• Lead vision and take ownership of all product processes, procedures, training and testing
• Proven track record of flawless execution as a team leader
• Lead team on how to translate technical aspects to customer facing business language
• Own all partner relationships and familiarize junior staff to support with relationship management and ensure maximized value.
• Lead all product software investment initiatives with internal and external teams
• Adept at feature, benefit analysis and writing business cases to support investment
• Reconcile client launches and cancellation, as well as contract amendments with Yext, BrightEdge, and others as needed to manage expenses

Mastery of all Soft Skills at SEO Supervisor level

Communication

• • Proven ability to solicit input from teams and act upon input with implementation or rationale into why suggestion was not pursued
  • Effectively present to key customers, at all company meetings, or at trade shows

Customer Focus

• Advanced customer-centric mindset

Accountability

• Support and coach direct reports and instill staff accountability
• Aptitude at screening new hire candidates for required team skills and traits

Drive for Results

• Emotional intelligence
• Development and coaching of team
• Lead educational and engaging team meetings encouraging participation among all Specialists/Editors

Continuous Improvement & Mutual Respect

• Emotional intelligence: self-awareness, self-management, social awareness, relationship management
• Inspirational team and thought leader
• Development of direct reports and long-term investment of team development

Mastery of all Role Requirements at SEO Supervisor Level

• Manage a small client load (~5 accounts)
• Compile reports for management meetings
• Coordinate with supervisor on KPIs
• Set department goals
• Develop effective presentation materials
• Participate in client meetings
• Workforce planning / management
• Keep SEO, CST, and Sales teams abreast of SEO industry / Google algorithm updates
• Monitor department-wide Jira activity to ensure accurate and timely responses across the team

Four or More

BA/BS

• 6+ years in digital advertising
• 4+ years Management experience

Mastery of Application/Technical Aptitude at SEO Manager Level

• Development and maintenance of new products
• Solve complex technical problems and find solutions

Mastery of all Soft Skills at SEO Manager level

Communication

• • Proven ability to solicit input from teams and act upon input with implementation or rationale into why suggestion was not pursued

Customer Focus

• Advanced customer-centric mindset
• Demonstrate professionalism, expertise, and confidence on client or prospect calls

Accountability

• Perform continuous gap analyses and develop gap plans
• Aptitude at screening new hire candidates for required team skills and traits

Drive for Results

• Prioritization of work (self and direct reports)
• Strong attention to detail and quality assurance

Continuous Improvement & Mutual Respect

• Emotional intelligence
• Inspirational team and thought leader
• Development of direct reports and long-term investment of team development

Mastery of all Role Requirements at SEO Manager Level

• Perform continuous gap analyses and develop gap plans
• Workforce planning / management with finance

Four or More

BA/BS w/ 10+ years of experience

• 7-10 years of experience in communications, digital advertising
• 4 years of management experience required proven track record in digital strategy execution
• 5-6 years of experience with critical platforms (Facebook, Bing Ads, Google Ad Network, YouTube and Google Analytics, Google Search Console, BrightEdge)

• Experience with first-party audiences and the strategy/implementation within display campaigns
• Proficient within DSPs to run Video & Display
• Proficient user of Microsoft Office suite, especially Excel and PowerPoint
• Recognized expertise in developing strategic creative solutions for clients

Mastery of Application/Technical Aptitude at SEO Senior Manager Level

• Development and maintenance of new product processes, procedures and ongoing implementation
• Able to solve complex technical problems, find optimal solutions and anticipate technical implications
• Adept at feature, benefit analysis and writing business cases to support investment
• Adept at extracting insights from large amounts of information
• Able to solve complex technical problems with little to no assistance from direct superior
• Lead all product software investment initiatives with internal and external teams
• Proven track record as a team leader with quality assurance across all levels of the team
• Working knowledge of current digital technologies, publishing tools and trends in the advertising, automotive and marketing industries
• Understand standard approaches to data analytics, ads implementation, application development and platform integration

Mastery of all Soft Skills at SEO Senior Manager level

Communication

• • Strong writing and editing skills
  • Possess confidence, composure and polished presentation skills to effectively attend and lead meetings in-person with key clients

Customer Focus

• Strong customer-centric mindset
• Help to support training of team on customer-first initiatives and bringing insights during internal decisions with product heads.

Accountability

• Own and lead the vision for product processes and procedures
• Oversee workflow to ensure the highest standard of product execution

Drive for Results

• Lead team on-going training for technical knowledge transfer for overall knowledge and efficiencies
• Able to provide clear creative conceptual direction and to motivate cross functional teams
• Looks for process improvements that increase operational efficiency, product quality and campaign performance

Continuous Improvement & Mutual Respect

• Emotional intelligence
• Inspirational team and thought leader

Mastery of all Role Requirements at SEO Senior Manager Level

• Strong skill in cross-channel planning and digital media buying
• Model and encourage creativity and innovation by participating in brainstorms to deliver solutions for clients
• Set annual and short-term department goals with superior and develop plans to ensure all goals are met or exceeded
• Ensure monthly reports are compiled for management meetings and provide quarterly recommendations to share with the EMT
• Develop annual team budget inclusive of personnel, technology and other required resources
• Adjust budget as needed due to reforecasting, new revenue streams, etc.
• Workforce planning / management with finance and direct superior
• Develop and manage direct reports to create a high-performing team
• Develop effective presentation materials as requested and based on current internal and client needs
• Participate in client and prospect meetings to support CST and Sales
• Participate in vendor meetings / calls which help to drive product innovation, better performance and actionable client reporting

Four or More

BA/BS w/ 12+ years of experience

• 10+ years of experience in communications, digital advertising
• 5+ years of management experience required proven track record in digital strategy execution
• 6-8 years of experience with critical platforms (Facebook, Bing Ads, Google Ad Network, YouTube and Google Analytics, Google Search Console, BrightEdge)

• Experience with first-party audiences and the strategy/implementation within display campaigns
• Proficient within DSPs to run Video & Display
• Proficient user of Microsoft Office suite, especially Excel and PowerPoint
• Recognized expertise in developing strategic creative solutions for clients

Mastery of Application/Technical Aptitude at SEO Associate Director Level

• Owns and leads vision on product processes and implementation
• Able to find ways to improve and increase product efficiencies
• Strong cross-channel planning and buying skills in digital media
• Able to deliver against functional responsibilities in a strategic manner for high volume, large scale clients
• Responsible for giving direction to the media services, platform, and capability resources as it pertains to the client work
• Develop a management and measurement framework to steer and monitor program progress and success
• Subject matter expert to support sales and company growth efforts
• Lead all product software investment initiatives with internal and external teams

Mastery of all Soft Skills at SEO Associate Director level

Communication

• • Confident, articulate, and strategic delivery of consultative messaging to senior leaders

Customer Focus

• Able to join client or prospect calls or in-person meetings

Accountability

• Coaching and staff accountability
• Oversee workflow to ensure the highest standard of product execution

Drive for Results

• Development and investment in team members for long-term goals and department building
• Able to self-manage with program, team, and client, without senior leadership guidance

Continuous Improvement & Mutual Respect

• Emotional intelligence
• Inspirational team and thought leader

Mastery of all Role Requirements at SEO Associate Director Level

• Communicate with senior management on key client opportunities, potential risk and other key nuances that could affect the health of the business
• Prepare and present annual financial plans and HR plans
• Set annual & short-term department goals and create plans to ensure goals are met or exceeded
• Collaborate with Product Development and Sales to identify customer education needs and drive consumer insight, analysis and interpretation
• Ensure client relationship building with the quality of satisfaction and deliverables.
• Devise and push new concepts to manage and grow product innovation throughout L2T
• Ensure team execution and delivery of strategic product recommendations based on client needs
• Participate in vendor meetings and calls to drive product innovation, increased performance and client reporting

Four or More

BA/BS w/ 15+ years of experience

• 12+ years of experience in communications, digital advertising
• 7+ years of management experience required with a proven track record in digital strategy
• 6+ years of experience with critical platforms (Facebook, Bing Ads, Google Ad Network, YouTube and Google Analytics, Google Search Console, BrightEdge, Google Ads, Microsoft Ads, Facebook Business Manager, Amazon DSP) 

• Proficient user of Microsoft Office suite, especially Excel and PowerPoint
• Recognized expertise in developing strategic creative solutions for clients

Mastery of Application/Technical Aptitude at SEO Director Level and Ad Ops Manager Level

• Able to find ways to improve and increase product efficiencies
• Able to deliver against functional responsibilities in a strategic manner for high-volume, large-scale clients
• Strong acumen of operational platform product build-outs, functionality, campaign templates, VDPConnect and daily processes related to product delivery
• Support budget management features for Facebook and Google, with an understanding of algorithms and interplay with other tracking and reporting metrics.
• Responsible for oversight providing direction to the internal and external development teams as it pertains to client and internal work
• Team budget management, resource allocation / planning and oversight of all hires, performance reviews and improvement plans
• Lead all product software investment initiatives with internal and external teams

Mastery of all Soft Skills at SEO Director Level and Ad Ops Manager Level

Communication

• • Confident, articulate, and strategic delivery of consultative messaging to senior leaders
  • Train staff on presentation skills with the ability to communicate features and benefits for a specific audience

Customer Focus

• Able to join client or prospect calls or in-person meetings

Accountability

• Support and coach direct reports and instill staff accountability
• Oversee workflow to ensure the highest standard of product execution

Drive for Results

• Development and investment in team members for long-term goals and department building
• Able to self-manage with program, team, and client, without senior leadership guidance

Continuous Improvement & Mutual Respect

• Emotional intelligence
• Inspirational team and thought leader

Mastery of all Role Requirements at SEO Director Level and Ad Ops Manager Level

• Be the subject matter expert and support growth/sales efforts related to SEO, Ad Operations and Creative functions
• Lead the vision on product processes, implementation, reporting, and KPIs
• Own the relationship with BrightEdge (and other platforms used for SEO management and reporting) and take responsibility for contract negotiations, development, and business reviews
• Own all partner relationships, but utilizes junior staff to support relationship management on a daily / weekly / monthly basis to ensure value is maximized
• Understand the level of supervision required for each team member based on experience and track record
• Own competitive intelligence for SEO, Creative and Co-op/Compliance and meet all deliverables as provided by marketing
• Develop creative team to ensure performance, revenue and churn reduction opportunities are explored and implemented
• Seek out and develop automation opportunities for co-op and OEM reporting to drive efficiencies and reduce costs
• Devise and push new concepts to manage and grow product innovation throughout L2T
• Communicate with senior management on key client opportunities, potential risk and other key nuances that could affect the health of the business including the life and needs of the operational platform
• Prepare and present annual financial plans and HR plans
• Set annual & short-term department goals and create plans to ensure goals are met or exceeded
• Collaborate with Product Development and Sales to identify customer education needs and drive consumer insight, analysis, and interpretation
• Ensure client relationship building with the quality of satisfaction and deliverables
• Ensure team execution and delivery of strategic product recommendations based on client needs
• Participate in vendor meetings and calls to drive product innovation, increased performance, and generate upsell opportunities