SEO/Paid Media Specialist

SUMMARY:

POSITION INFO:

• Develop, execute, and manage paid media strategies across multiple platforms, including:
• Google Ads (Search, Display, Shopping, YouTube)
• Meta Ads (Facebook, Instagram)
• LinkedIn Ads
• TikTok and X (Twitter) Ads (if applicable to business goals)
• Native Advertising (Outbrain, Taboola)
• Align paid media strategies with business goals and customer journey insights in the South African digital landscape.
• Set clear KPIs for all paid campaigns and continuously monitor and adjust performance.
• Conduct in-depth audience and competitor research within South Africa to refine targeting strategies.
• Manage ad budgets, bid strategies, and overall spend allocation to maximize ROI.
• Ensure compliance with the Advertising Regulatory Board (ARB) and the Protection of Personal Information Act (POPIA).

• Design and write compelling ad copy that resonates with South African consumers to drive engagement and conversions.
• Conduct A/B testing on creatives, landing pages, audience segments, and bidding strategies.
• Work closely with the content team and graphic designers to create visually appealing ad assets that align with local consumer behavior.
• Leverage remarketing strategies to retarget potential leads and improve conversion rates.

• Utilize analytics tools to track performance and make data-driven decisions:
• Google Analytics (GA4)
• Google Tag Manager
• Facebook Business Manager & Ads Manager
• Google Data Studio for reporting
• Monitor key metrics such as impressions, clicks, CTR, CPC, CPA, ROAS, and conversions.
• Identify opportunities for campaign scaling and optimization specific to South African consumer trends.
• Provide weekly and monthly reports with actionable insights and recommendations.

• Develop and implement a data-driven SEO strategy to improve organic search rankings and increase website traffic in the South African market.
• Conduct comprehensive SEO audits to identify technical and on-page optimization opportunities.
• Perform thorough keyword research and competitor analysis to identify high-value search terms relevant to the local audience.
• Collaborate with developers to implement technical SEO enhancements, including site speed optimization, structured data, and mobile-first indexing.
• Execute link-building strategies through outreach, guest posting, and content partnerships within South Africa.

• Work with content creators to ensure all website and blog content is SEO-friendly and locally relevant.
• Optimize existing pages by improving metadata, internal linking, and readability.
• Ensure content aligns with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles.
• Implement schema markup and rich snippets to enhance SERP visibility for South African searches.

• Utilize SEO tools to track performance:
• Google Search Console
• SEMrush, Ahrefs, or Moz
• Screaming Frog for technical audits
• Generate monthly SEO performance reports, highlighting organic traffic growth, keyword rankings, and backlink profile in the South African context.
• Stay up-to-date with industry trends, algorithm updates, and emerging best practices in the South African market.

• Bachelor’s degree in Marketing, Digital Marketing, Business, or a related field (or equivalent work experience).

• 3-5 years of hands-on experience managing paid media campaigns and SEO initiatives.
• Proven track record of successful PPC campaign management with measurable results in South Africa.
• Strong SEO expertise, including technical SEO, on-page optimization, and link building.
• Experience with marketing automation tools and CRM platforms (HubSpot, Salesforce, or similar).

• Advanced knowledge of Google Ads, Facebook Business Manager, and LinkedIn Ads.
• Experience with A/B testing, conversion rate optimization, and performance tracking.
• Familiarity with HTML, CSS, JavaScript, and technical SEO best practices.
• Strong understanding of Google Tag Manager and event tracking implementation.