Digital Marketing Analyst - Local Search

Orlando, United States

Job Description

JOB OVERVIEW:

The Digital Marketing Analyst plays a key role on the Darden Digital Media/Organic Search team

developing and executing Integrated Search (Local & Organic) strategies across all Darden Brands in partnership with Digital Brand Managers, Digital Properties, Brand Marketing, Information Technology as well as with external partners (Google, GBP, 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 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 Local and Organic 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.
Creation of setting up of new restaurants with profile pages and map pins, Yext Template management and other responsibilities for regular and annual updates and tracking.
Helps manage 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 Business Profiles (GBP), Google Maps, Bing Places, Apple Business Connect, 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, Open Table, Meta, TripAdvisor, 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 Organic channels.
Research 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.
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: SEMrush, Ahrefs, Screaming Frog, Google Search Console, Google Ads, Google Business Profiles, Google Trends, and more.

REQUIRED TECHNICAL SKILLS:

1-2 years of experience in earned and organic digital marketing strategies with a specialized focus in Local Search Visibility and Organic Search.
Experience should include developing and supporting digital marketing content through the lens of SEO and Local Directories.
Knowledge of current digital consumer and industry behaviors trends, attitudes, preferences, and needs required
Experience with Google Business Profiles, Yext, SEMRush, Screaming Frog, Adobe Analytics, Google Webmaster Tools, Bing Webmaster Tools, Apple Business Connect, Local Falcon, Yelp, Open Table and Tripadvisor. Experience with HTML, CSS, JavaScript, Reasct.js
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:

Familiarity with Content Stack, Akamai, HTML, CSS, JavaScript, Reasct.js, 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
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
Ability to be agile, learn quickly and work well within a team environment

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