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bout the organization:
As part of the New Consumer & Digital Experience team we are looking to accelerate & expand the group search expertise.
The Global Consumer & Digital Experience center of excellence aims to enable best in class Marketing & Digital Strategic roadmap to accelerate group consumer experience transformation and digitalization.
This Role reports to the VP of Consumer & Digital Experience at the Automotive Global Brands Business Line.
About the Role :
We are looking for a top-notch Global Search Lead Michelin AGB Business Line Group headquarters located in Paris, Lyon or Clermont (France).
Main objective for the position is to establish the group strategy and to work with Michelin Regions & central teams to land it in the next month’s / years.
The Global Search Lead will be part of the Global Consumer & Digital Experience Team, which is an internal central team that will help embedded data driven marketing capabilities across all Michelin regions.
The Position is part of a team of experts on different fields with whom the Global Search Lead will need to work closely to develop cross functional expertise (Data, Performance, E-retail, CRM, Acquisition, Social.)
The successful candidate will be responsible for providing markets with the skills, learnings, tools, best practices and platform to deliver best in class performance across both paid and organic search activities across all leading global search engines, including YouTube, Amazon, E-retail players, Social networks and high-volume local engines such as Baidu.
The successful candidate will be ultimately responsible for driving search success within Michelin both now (running POC with markets) and in the future (Building the search strategy).
As both the business and the search ecosystem change over time, our search strategies and processes will need to change also, so the Candidate must be skilled in both strategic planning and change management to ensure Michelin is always performing at its greatest potential.
The Candidate will also have a key role in upskilling the entire Marketing & Digital population of Michelin to accelerate our Digital transformation and e-retail engagement.
The role is about defining business needs and empowering markets to deliver strategically thinking and high performing activations in market to deliver success.
The Candidate will be the #1 search evangelist in the business and will work closely with regions, central teams & Media team, so the candidate will need to be passionate about technology and digital marketing, collaborative, pragmatic, and persuasive.
Due to the global nature of the role, global travel will be required when necessary.
Create group Search Strategy across all touch points & channels (Driving Conversion, consideration & lifetime value)
Maintain an awareness of comparative search performance between markets and brands to enable insight into what is working, what is not working, and how different markets or hubs may need to adjust to deliver best practice.
Create strong keyword strategy based around innovation pipeline, purpose & data strategy.
Continually improve search scope through keyword discovery, expansion and negation.
Work to improve Quality Score, thereby driving effectiveness and efficiency.
Be the #1 knowledge source on the global search landscape and adjust existing strategy and processes where changes in the search ecosystem necessitate it.
Execute tests, collect and analyze data and results, identify trends and insights in order to achieve maximum ROI in paid search campaigns
Track, report, and analyze website analytics and e-retail initiatives and campaigns
Research and implement search engine optimization recommendations
Research and analyze competitor advertising links
Develop and implement Search training in collaboration with central teams
Organic & Paid best practices are delivered both through CMS templates, content creation and publishing.
Recommend changes to website architecture, content, linking and other factors to improve SEO positions for target keywords in Collaboration with Central IT teams
8-10 Years’ experience in SEO/SEM & execution
Self-motivated, highly flexible and can work effectively in ambiguous environments
Solid understanding of performance marketing, conversion and online customer acquisition
Solid understanding of Retail Media ecosystem and best practices
Experience in driving agency for supporting search strategy implementation
In Depth knowledge and understanding of GA and GA 360
AB Multi-variant testing
Experience in working with bid management tools (SA 360, Kenshoo, Marin etc…)
Knowledge of ranking factors and search engine algorithms
Experienced leader with proven impact at C-suite level
A commitment to excellence with a positive and resilient attitude.
Exceptionally strong communications and collaboration skills – Ability to talk about technical topics with non-expert
Experience in activating retail media for Brands is a strong plus
Proven experience managing PPC campaigns across Google, Yahoo & Bing. Baidu are a plus
Strongly results oriented with demonstrable track record of success
Job location : Paris or Lyon or Clermont-Ferrand.
Open to Homework large part of the time.
Remuneration package : 78 to 97k€ annual depending on profile + bonus. Extra bonus for Paris
English and french languages required.
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Michelin entreprise engagée dans la mobilité durable et reconnue pour ses actions en faveur de l’expérience employé !
Pour en savoir plus sur le Groupe : https://recrutement.michelin.fr
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