6 months ago
We are the AA. And we keep everyone’s show on the road. There for our customers wherever and whenever they need us, we’re always ready for anything. That’s why, for over 100 years, we’ve continued to evolve and adapt. Today, as the nation’s number one motoring organization, we offer a range of excellent products and services to millions of customers.
Location: Covent Garden, London with occasional travel to Basingstoke, Oldbury or Cheadle (travel expenses paid, once a month or less).
Salary: up to £55,000 (depending on experience)
Full time, permanent.
This is the job
As the Paid Media and Affiliates Manager you are responsible for ensuring the success of digital acquisition activity for the roadside division of the AA in the paid search (PPC) and affiliate channels. You will manage external agencies, apply your own expertise to campaigns and co-ordinate with colleagues to achieve commercial objectives.
This role is based in the digital team at the Covent Garden Office, with occasional travel to other AA offices in Basingstoke, Oldbury and Cheadle. You will work closely with the Head of Digital Sales and Marketing, the Digital Director and Consumer Roadside Commercial Director.
What will I be doing?
There are three elements to this role.
The Roadside Business
Most of the individual’s time will be focused on acquisition activity for the UK breakdown product, which is part of the roadside business. Paid search and affiliates activity are the focus of this activity. Managing acquisition activity for other roadside product including European Breakdown Cover and Car Genie also falls within this role.
A major responsibility of this role is managing the day-to-day work of external agencies who manage paid media campaigns for the AA, as well as co-ordinating with other members of the digital teams and their agencies.
The Paid Media and Affiliates Manager is responsible for the success of campaigns against targets and working with colleagues and agencies to integrate with wider activities including ATL advertising, conversion optimisation, SEO, content marketing, display, social media and website changes. The individual will not have any line reports currently, but that is expected to change in 2019.
Affiliate Relationship Lead
The individual will also be expected to be the lead the business relationship with the AA’s affiliate partner, Awin. This involves, co-ordinating across AA divisions when there are changes to communicate or issues to address. Please note that each AA division manages its own affiliate activity on a day-to-day basis. The individual will only be managing activity for roadside on a day-to-day basis.
Subject Matter Expert
They will also be expected to function as a subject matter expert for the paid media channels, assisting colleagues across the AA.
They will pro-actively share best practices and learning throughout the AA to drive improvements in digital marketing across the company and troubleshoot campaigns alongside the agency(s).
Keeping up-to-date with industry developments, best practices and new platform features (including Google Ad) is a vital part of this role alongside developing a close working relationship with Google, the agencies and other key suppliers.
This is a unique opportunity to deliver great results for the AA and add a FTSE brand to your CV, whilst working with innovative agencies and continuing to grow your knowledge and career.
What do I need?
Capability, Knowledge and Experience:
You will be able to talk to colleagues about paid media channels in language they’ll understand. Building strong working relationships with colleagues and agencies, including being an effective and confident communicator, is vital.
You will have the ability to assess requests from different stakeholders in the business and judge their compatibility with the characteristics of individual channels is also essential – you will need to safeguard the performance of campaigns from any changes that will be detrimental to success and identify opportunities to build consensus around campaign, process, site or proposition changes that will achieve improved results.
You will need strong prioritisation skills and a keen commercial awareness are crucial. We work in a busy, results-orientated environment in a collaborative way.
Analytical and numeracy skills are a key requirement of this role, and will be tested in the interview process. You will be expected to manage budgets and report performance, including carrying out analysis on your own using Excel or in conjunction with pricing, MI or analytics colleagues.
Other requirements include:
* At least three years’ experience managing paid search and affiliates campaigns in the UK for a large brand either direct or via an agency.
* Experience of working with compliance and legal teams is required
* Experience managing budget processes with a high degree of numeracy including forecasting, reporting, reconciliations and invoice approval
* The ability to work across multiple projects to deadline concurrently
* Experience of carrying out internal administration and finance functions
* Previous experience of line managing at least one junior in digital marketing for a minimum of two years
* Experience of Google Analytics for reporting and analysis
* Google AdWords qualification a bonus
* Experience of managing social media advertising or digital display campaigns is desirable, but not essential – paid search and affiliates as acquisition channels are the core priorities of this role.
* Basic awareness of CRO and SEO
* Previous experience of working with / at a large financial services, insurance, utility or similar brand