Sophie – Search Marketing Manager

posted by Sara Metcalfe
13 April 2016

When I first joined Clarks I had recently graduated with BA Hons in History from Cardiff University. I had some marketing experience as I had previously worked for a Serviced Apartment Company doing the offline marketing in the form of press days etc. 
I started in the E-mail team, briefing designers and then deploying emails that would detail key products and promotional events to our consumers. Six months later, I was given the opportunity to move in to an affiliate role in which I worked with 3rd parties, such as bloggers and discount sites, to entice consumers to our website. This was a really interesting role as, further to the very creative elements of the role, it also involved a lot of research and data analysis for which my Degree proved invaluable. Following this, I started a year secondment as Acquisition Marketing Manager. In this role, I was responsible for delivering innovative and tactical marketing campaigns across our acquisition channels. In my current role of Search Marketing Manager I’m accountable for planning and developing the Clarks search strategy in line with eCommerce and brand objectives. As well as implementing Pay Per Click and SEO optimisation, I am also responsible for identifying new areas of opportunity for Clarks. In terms of paid search, we have over 300,000 key terms we bid on in order to ensure we appear above our competitors on Google etc. The SEO aspect of my role involves working with the Webmasters and Visual Merchandisers to really consider what website analytics show us, looking at page conversion etc. We can use any insights from this data to enhance the customer experience. We also use other data tools to make decisions on marketing plans based on customer research phases.

Sophie – Search Marketing Manager

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