Responsibilities

• Paid Media / Advertising
• Own the day-to-day management and optimization of IDI's paid media campaigns across Google Ads, Meta, and any additional channels in scope
• Build, maintain, and continuously refine campaign structures, ad groups, audience targeting, and bidding strategies
• Manage budget allocation across campaigns and channels, optimizing toward defined performance targets
• Develop and execute A/B testing programs for ad creative, landing pages, and audience segments
• Own conversion tracking setup and integrity ensuring data is accurate, complete, and actionable
• Monitor performance daily and weekly, identifying shifts and acting on them quickly
• Evaluate and recommend new channel opportunities as IDI's growth strategy evolves
• Search & Discoverability Strategy
• Own IDI's SEO program including keyword strategy, on-page optimization, technical SEO coordination, and performance tracking
• Think beyond traditional search: understand how discovery works across YouTube, Reddit, AI chat platforms, social channels, and online communities — develop strategies to put IDI in front of customers wherever they're looking
• Develop and maintain a keyword and content discoverability strategy that reflects how IDI's customers search across platforms, formats, and intent types
• Stay current on AI search behavior, algorithm developments, and how people increasingly use tools like ChatGPT, Perplexity, and others to find products and vendors, ensuring IDI's visibility strategy accounts for that shift
• Partner with the Content Manager to ensure editorial output is informed by search and discoverability opportunity across all relevant channels
• Coordinate technical SEO improvements with the Web, Ecommerce & Marketplace Manager and development partners: identifying issues, communicating requirements, and verifying implementation
• Track and report on organic performance metrics: rankings, traffic, click-through rates, and conversion contribution
• Data Analysis & Performance Reporting
• Monitor and report on channel performance across paid media and search with the analytical depth to understand not just what happened, but why
• Partner closely with the Web, Ecommerce & Marketplace Manager to connect channel-level data to on-site behavior and business outcomes, building a complete picture of IDI's online presence and health
• Develop strategies based on that combined view: identifying gaps, opportunities, and areas where IDI can improve its presence, conversion, and overall digital performance