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JOB OVERVIEW:

The Sr. Digital Marketing Analyst – Integrated Search (SEO & Local) plays a key role on the Darden Digital Media team developing and executing Integrated Search (Organic & Local) strategies across all Darden Brands in partnership with Digital Leads, Digital Properties, Brand Marketing, Information Technology as well as with external partners (Google, GMB, Yelp, Open Table and Directories). This individual serves as the SEO/Local subject matter expert within the organization to help lead and manage our presence across Organic, Local Search and Directories to facilitate channel best practices helping ensure a strong digital experience for our guests.


ROLES AND RESPONSIBILITIES:

-Develops and supports integrated Organic and Local search engine marketing, helping lead integration of SEO, Local Search and Directories into achieving brand marketing objectives.

-Sets and maintains strategies and KPIs with regards to SEO and Local Search ensuring optimal performance for Integrated Search.

-Manages restaurant data across variety of external platforms and publishers to ensure accurate information is being presented to our guests within the Local Search / Directory space with focus on Google My Business (GMB), Google Maps, Apple Maps, and Yelp.

-Maintains and grows relationships with key enterprise digital partners (e.g. location services, social platform tools, 3rd parties such as Yelp, Single Platform, Open Table, Google etc.).

-Champions cross-brand integrated search engine marketing and explains the benefits / results of initiatives to a wide variety of stakeholders including Senior Executives and below via integrated knowledge sharing or performance review opportunities.

-Serves as stakeholder for digital marketing impact for IT / marketing technology development on web and mobile sites and mobile applications to safeguard working media investment across all Paid channels.

-Researches and influences Darden brands’ content, menu marketing, and restaurant location marketing through analysis of search data to capitalize on food and restaurant trends to drive media activation and broader marketing decisions.

-Produces clear and concise strategic recommendations for Brand, IT, and Digital Marketing teams from information garnered in Organic and Local Search audits, website traffic reports, keyword analysis, and via common industry tools.

-Helps lead the enterprise relationship and contract negotiation with local search publishers to understand the efficacy of those partnerships and make recommendations to Darden brands on how to budget and leverage them on an ongoing basis.

-Develops and documents processes for best-in-class integrated search leveraging tools such as: MozPro, Screaming Frog, Google Search Console, Google Ads, Search Ads 360, Google My Business, Google Trends, and more.


REQUIRED TECHNICAL SKILLS:

-2 - 3 years of experience in paid, owned, and earned digital marketing with a specialized focus in Organic Search (SEO & Local)

-Experience should include developing and supporting digital marketing strategies and managing digital content through the lens of SEO and Directories

-Knowledge of current digital consumer and industry behaviors trends, attitudes, preferences, and needs required

-Familiarity with Oracle Endeca, Akamai, HTML, CSS, Javascript, JQuery, ASP .NET, XML, DNS, as well as knowledge and experience with fundamental site architecture as it impacts and influences search engines and digital marketing

-Excellent written and verbal communication skills required


REQUIRED EDUCATION:

-Bachelor’s degree in Marketing, Business, or a related field

KEY QUALIFICATIONS:

-Previous experience working on cross-functional teams

-Strong project management skills

-Demonstrated proficiency in organizing and planning projects

-Proven track record of results orientation

-Strong analytical skills, including the ability to assess data and draw key consumer, brand, and competitive insights

-Proven ability to work in a fast-paced team environment

-Experience leading teams on critical projects and business impacting deliverables

-Ability to collaborate with a variety of different business partners, both internal and external

-Knowledge of Paid Media and Advertising

-Ability to travel up to 5%


PREFERRED SKILLS AND EXPERIENCE:

-Experience with Google My Business, Single Platform, Yext, Moz, Majestic SEO, Raven Tools, SEMRush, Screaming Frog, Adobe Analytics, Google Ads, Google Webmaster Tools, and Bing Webmaster Tools, Yelp, Open Table, Bing, and Tripadvisor

-Knowledge of current consumer and industry behaviors, trends, attitudes, preferences, and needs preferred, specifically in Local Search

-Experience in and/or heavy interest in restaurant