Director, Channel Marketing (Search)

Passionate about search engine marketing and interested in joining a growing set of media leaders and search specialists working in financial marketing? We are looking for a result-driven search marketer who will be responsible for driving strategy and execution of search engine marketing initiatives supporting Fidelity business units. The ideal candidate is passionate about search marketing and has advanced knowledge of SEM, SEO, and AdTech in order to drive performance, findability, and advance the capability.

The Purpose of Your Role

You will lead all aspects of paid search management, including keyword strategy, budget allocation, ad copy, testing, and audience strategy specific to the lines of business you are aligned to. With partnership and support from an external agency team for implementation, you will advise on bid strategy and optimization of those campaigns. You will work as part of an integrated marketing team, collaborating with Paid Media, Communications Strategy, Onsite Marketing, Content, UXC, and Analytics.

As a critical consultant on SEO relative to the business units you support, you will partner with product teams to advise on best practice, conduct keyword research, implement page audits, and identify opportunities to optimize webpage content that can maximize organic findability.

You will contribute thought leadership and POV within the team as it relates to the evolving search landscape, channel trends, analysis of consumer search behavior, insights around competitor strategies and lead or contribute toward workstreams that evolve or enhance the practice internally.

The Expertise and Skills You Bring

• 8+ years experience in Search Marketing; Google Ads certified

• Strong understanding of search engine platforms, algorithms and ranking factors

• Proven experience creating highly targeted campaigns combining 1P audience targeting, in-market audiences and keyword match types to drive qualified traffic to the site

• Firm understanding of metrics; CPC, CTR, ROI, and working with different measurement systems and attribution methodologies

• Excellent analytical skills and the ability to interpret data to optimize and inform iterative testing

• Proficiency in SEO standards, website content structure, and information architecture

• Familiarity with App Store Optimization (ASO) practices across Google App Campaign and Apple Search Ads

• Excellent organizational, project management, and communication skills

The Value You Deliver

• Achieve growth against primary KPIs (New Money, New Individuals)

• Define the role of search as part of an integrated channel strategy

• Manage multiple search campaign simultaneously and represent search and findability efforts within the business marketing teams you support

• Drive campaign performance through data-driven analysis, testing, and continuous optimization

• Translate performance data into clear insights and action items

• Stay updated with platforms changes, industry trends, and emerging tools or tactics

• Understanding of SEO best practices, performing on-page content audits, advising on keyword strategy, meta data, and recommending content optimizations

How Your Work Impacts the Organization

The Media and Search team, part of the Channel Marketing organization, resides within the Marketing Domain and supports all business units within the firm as an enterprise function. The internal marketing organization is led by the firm’s Head of Marketing and Social Platforms.

Fidelity’s hybrid working model blends the best of both onsite and offsite work experiences. Working onsite is important for our business strategy and our culture. We also value the benefits that working offsite offers associates. Most hybrid roles require associates to work onsite every other week (all business days, M-F) in a Fidelity office.