Paid Search & CSE Marketing Manager

Recruiter
Neiman Marcus
Location
New York, New York, United States
Posted
20 Jul 2022
Closes
09 Sep 2022
Ref
22183
Function
Ecommerce
Level
Manager
NEIMAN MARCUS GROUP

Neiman Marcus Group (NMG) has been the premier destination for luxury fashion and goods, superior service, and an elevated retail experience for more than a century. Today, 9,000 associates contribute to the success of NMG's brands: Neiman Marcus, Bergdorf Goodman, Last Call, and Horchow. There are 38 full-line Neiman Marcus stores in cosmopolitan markets across the United States and a sophisticated digital platform that attracts shoppers worldwide. Bergdorf Goodman operates two stores in landmark locations on Fifth Avenue in New York City and BergdorfGoodman.com, catering to loyal luxury customers globally. NMG also owns five Last Call stores and Horchow.com, an e-commerce site that offers premium furniture and home decor.

As an organization, NMG is on a transformational journey to become the preeminent luxury customer platform. NMG continues to deliver the best integrated customer experience and has evolved the business to succeed in the ever-changing retail landscape. NMG is a relationship business. What differentiates the organization from other luxury retailers are its unique assets: a strong store footprint, the most knowledgeable associates, an engaging online experience, solid brand partnerships, innovative digital and in-store experiences, the most loyal luxury customer base, and a strong balance sheet.

Our customers will always be at the center of everything NMG does. The company continues to reinvest in new technologies that enhance the customer experience. NMG meets customers where they are. NMG's goal is to offer customers a seamless experience across its stores, online, and remote digital selling.

NMG's priority is to develop a highly engaged and high-performing team where everyone belongs. The business attracts and retains best-in-class talent through unique offerings provided to associates in addition to standard employer benefits. These include an innovative way of working, associate discounts on merchandise, tuition reimbursement, associate hardship fund, and paid time off to volunteer, to name a few.

As part of NMG's Environmental, Social, Governance (ESG) work, the organization is focused on driving its core value of being "All Heart." NMG is also assessing its current environmental and social impact while developing a three-year plan to lead the luxury industry in its commitment and transparency to environmental and social sustainability. NMG strives to become an employer of choice, driven by a culture of Belonging. A dedicated team focuses on this journey, directly impacting how NMG conducts business throughout the workforce, workplace, and marketplace dimensions.

NMG has incredibly passionate and committed corporate and store associates. NMG offers associates an environment where everyone feels welcomed, nurtured, and empowered. Our associates are the heart of NMG. As an organization, NMG leads with love - love for customers, love for associates, and love for brand partners.

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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

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