Acquisition Marketing Manager (SEO)

We are currently looking for an experienced acquisition marketing professional to join our Shell Fleet Solutions structures. This is a new role that sits in the SME Team in Shell Fleet Solutions & Emobility. 

The SME Team covers markets across Europe and Asia and will be responsible for delivering scalable growth in customer numbers, margin and active product and services usage through digital channels. This role provides a unique opportunity to be at the heart of our shift to growing a profitable customer base of micro and small businesses.

At Shell Fleet Solutions, our ambition is to grow our B2B micro and small customer portfolio utilising digital marketing and our largest branded channel – our forecourts.The growth will be done by delivering world-class customer value propositions, products and services through seamless, customer-centric digital channels. 

You’ll be working alongside passionate people who love what we do enjoy being champions of customer-centricity and are genuinely excited at the prospect of growing a profitable business in a previously under-served customer segment. We foster a learner mindset, and so we commit to providing opportunities for personal and professional development for each member of the team – you can expect a multi-faceted, supportive work environment here.

The main purpose of the role is to build the Search Engine Optimisation (SEO) strategy to ensure content is search engine friendly, optimised to improve our business visibility and complement paid activity aimed at generating leads. You will coordinate SEO activities, including onsite and offsite optimization and keyword expansion research. You’ll also work with our Paid Media Manager to develop and execute paid search campaigns to ensure their success.

Key Accountabilities:

• Develop, manage and implementation of successful SEO strategies

• Conduct keyword research in conjunction with local marketing teams to guide and optimise content and inform SEO strategy 

• Provide SEO analysis and recommendations required to optimise our local market web pages

• Work with the Content Strategist to optimize website content, landing pages and paid search copy

• Manage off-page link building optimization projects 

• Monitor and evaluate data and report on traffic, search performance and relevant analytics to ensure constant and continuous optimisation to improve rankings

• Work with Paid Media Manager to optimize campaigns

• Provide regular updates to marketing teams and management on project development, timelines, and results

• Create proposals for local marketing teams showing clear value propositions and costs of undertaking activity. 

• Manage internal and agency relationships, expectations and projects in a highly organised manner, with the ability to prioritise work.

• Capture and define best practices, create playbooks to facilitate knowledge transfer to our local SME marketers 

• Proactively keep on top of SEO and integrated marketing industry trends and developments and share key knowledge with stakeholders

Special challenges:

The role sits in a Central strategy team, and will require developing strong relationships with local marketing counterparts in order to execute on the central paid media strategy with local relevance.

The role will ensure the right level of strategy, reporting and playbooks are delivered consistently across all markets, and that the agency is set-up to deliver on targets.

This is a newly formed team, so there will be a requirement to build an SEO Strategy from scratch, define clear ways of working with agencies and local markets, and build credibility and expertise quickly 

• Prior professional experience in digital marketing, e-commerce or similar, and with 2+ years’ of direct experience in SEO 

• Experience working with relevant SEO (e.g. SEMrush) and web analytics tools (Google Analytics) 

• Knowledge of HTML/CSS

• A genuine passion for Search to drive forward innovative design and activation, pushing the boundaries to learn fast and adapt

• A deep understanding of standard and current SEO practices

• Understanding  at strategic level the interactions between content marketing, inbound marketing and marketing automation to ensure the team delivers on its integrated marketing objectives

• A high level of numeracy with strong attention to detail 

• Strong communicator, comfortable presenting plans/ideas to internal stakeholders and briefing agencies 

• Ability to work well under pressure and to short deadlines. 

• Self-motivated and able to work under own initiative 

• Fluent English