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Head of Search

Head of Search

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May 15, 2017

About us

Open Colleges has been delivering quality education for over 100 years. During this time, we have honed our unique learning model to become Australia’s leader in online learning. We’ve achieved this by continuously evolving our approach to meet the needs of our learners by offering flexible, accessible, supportive, and affordable education.

We’re dedicated to putting the student at the centre of everything we do and have helped over 700,000 people gain the skills to launch, change or take the next step in their careers.

Our team includes over 400 staff and 300 contract educators. Over the last three years, we have been through a fundamental organisational transformation.

Role Description

Open Colleges is Australia’s leading provider of online education and have experienced huge growth over the past number of years. One of the key drivers of this growth has been their ability to build a world class marketing function who are all digital natives. We are now one of the leaders within the digital space; one of the few global clients to have attended Facebook and Google Adwords summits in Menlo Park and Mountain View over the past 4 years and are a partner of choice for beta launches within the APAC region. We pride ourselves on a test and learn culture, and continue to explore the possibilities of all facets of digital – including measurement, campaign execution, customer activation and engagement.

We are now seeking a Head of Search to help us continue to strategically build upon our high performing digital acquisition strategy. The Head of Search should have a proven track record of leading teams, collaborating and educating cross-departments. The role requires someone who can provide thought leadership from a high level, but also jump into the weeds day-to-day to assist the current close-knit team, continuing to train them and leading by example. You should be well-versed in SEM and SEO, maintaining a deep understanding of planning and technology and should be familiar with current trends across digital measurement, and data & analytics should be part of their DNA.

The Head of Search will be responsible for Open Colleges’ lead acquisition strategy, building trusted and influential relationships with existing and new vendors and internal teams whilst effectively developing and supporting the Acquisition team day to day.

Principle accountabilities

  • Develop and execute the digital acquisition strategy to achieve lead, CPL and revenue targets for the business
  • Understand, and react to, business requirements and develop strategies that are unified through measurement & technology; manage and execute the channel strategy including SEM/SEO campaigns, paid social, affiliates, and other biddable media as appropriate.    
  • Manage and maintain budget for SEM, SEO, and Afflilaites, and oversee forecasting and performance projections in line with overall marketing and business goals. Collaborate with Business Intellignece team to ensure campaign reporting is tied to valuable insights and optimisation recommendations.
  • Ownership of search and digital acquisition measurement; working closely with other internal stakeholders to drive development and execution of onsite tracking, attribution analytics and end to end tracking. 
  • Stay abreast of new developments in SEM/SEO/Paid Social and overall digital media opportunities us to use new and emerging technology and tactics.
  • Working closely with the web development and design team to drive and implement the acquisition landing page strategy. 
  • Manage relationships with key vendors like Google and Facebook to continue to drive value out of them, and be willing to test and learn with new products when we gain access
  • Work with the leadership team to drive overall marketing strategy. 
  • Team management and training. 
  • Competitor activity monitoring and reporting across divisions.

Key attributes & Experience

  • 7+ years of proven experience in digital channel management with a strong understanding of online marketing channels, customer acquisition strategies, and marketing analytics, and previous experience working across multiple channels to deliver acquisition objectives. 
  • Data driven; the ability to synthesize complex data sets into actionable insights to drive decision making and strategies across marketing
  • Strong knowledge of Google Analytics; understanding of channel attribution methods and limitations and up to date with the latest in marketing measurement
  • Experience dealing with C level and senior stakeholders 
  • Proficiency in Excel or equivalent data management platforms. 
  • Strong organizational skills, time management and attention to detail. 
  • Ability to manage and prioritize multiple projects and tasks simultaneously. 
  • Leadership; experience leading teams and managing high performing marketing professionals
  • Strategic focus and analytical thinking, with the ability to understand the detail behind business challenges in order to deliver solutions

Educational Qualifications

  • Relevant qualifications in Marketing and/or Business

Please email your resume and cover letter to Ciaran Martin, Talent Acquisition Specialist (02) 8048 5006.

Please note that due to the high volume of response anticipated for this role, only short listed candidates will be contacted.

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