Senior Manager, Paid Search and SEO

The Sr. Manager, Paid Search & SEO will lead the Total Search strategy and execution for US Dupixent. The US Dupixent portfolio includes Franchise Search efforts, as well as several indication-specific campaigns.  This individual will be a critical member of the Dupixent Franchise Marketing and Media teams, serving as Dupixent’s internal subject matter expert and the primary Search point of contact for Dupixent’s Media Agency of Record. In partnership with the agency and internal Media, Brand Marketing and Analytics stakeholders, the Sr. Manager of Search will drive the Dupixent Search roadmap, inclusive of a Measurement and Learning agenda that applies a test-and-learn approach for all campaigns.

The Sr. Manager of Search will be responsible for helping to drive quality site traffic and lead-generation to our Consumer & Healthcare Professional (HCP) sites. Staying on top of industry trends, product and platform innovation, search algorithms and best practices will be critical to success in this role.  As the Dupixent pipeline grows, so does our competitive set. A key component of this role also entails reviewing and analyzing competitor Search strategies on an ongoing basis.

RESPONSIBILITIES:

• Partner directly alongside the Media Strategy & Planning team - who oversees integrated Channel & Tactical plans – by owning the Total Search component of each Dupixent campaign.

• Responsible for managing Paid Search & SEO agency teams

• Work with agency of record to develop, implement, measure, and optimize SEM/SEO initiatives

• Advise & inform long-term and short-term Total Search strategy

• Establish a Total Search roadmap based on that strategy, that ensures the end-to-end user experience is relevant and drives meaningful Patient, Caregiver & HCP actions

• Analyze results from the agency and identify new opportunities based on data analysis

• Direct and supervise:

  • Routine Search activities, ex. keyword opportunities, link strategy, URL structure, content updates, optimization strategies, metadata review etc.

  • Major Search activities, ex. new products, tools or ad formats, technology/algorithms and content and competitive research

• Serve as the Search subject matter expert in presentations and discussions with Leadership

• Work with Marketing & Digital teams to properly implement Search best practices for creative messaging & landing page experience

• Regularly monitor a full range of Search KPIs, including but not limited to: share of voice, engaged users, site traffic, conversion rate, redirects, click rate, bounce rate

• Partner with internal & agency Analytics teams to develop A/B testing, ad copy testing and complex modeling and reporting tools (as needed) for monitoring and analyzing performance and data

• Create and drive initiatives to improve organic search ranking & site traffic

BASIC QUALIFICATIONS:

• Bachelor’s degree in Marketing or other relevant fields

• Minimum of 5-7 years of experience in Paid Search, SEM, SEO subject matter expert role

• Deep understanding of Search metrics, targeting & match types

• Demonstrated ability to lead and influence decisions, in a matrixed organization with many cross-functional partners, to improve marketing performance & measurement

• Strong analytical acumen and quantitative skills with a demonstrated ability to translate information and data into actionable insights and strategic recommendations

• Experience with CM360 (Campaign Manager 360), Search Ads 360 (SA360) and other key media platform reporting tools

• Experience with site analytics platforms like Google Analytics, Google Search Console and Adobe Analytics

• Experience and familiarity with Screaming Frog, SEMRush and Ahrefs

• High proficiency in MS Office (Excel, PowerPoint, Word)

• Strong proven leadership, communication, and presentation skills

• Self-starter, proactive team player

PREFERRED QUALIFICATIONS:

• Agency experience a plus

• Experience in Pharmaceutical or other regulated industries

This position will report to the Director, Media Strategy & Planning – Dupixent.

Sanofi Inc. and its U.S. affiliates are Equal Opportunity and Affirmative Action employers committed to a culturally diverse workforce. All qualified applicants will receive consideration for employment without regard to race; color; creed; religion; national origin; age; ancestry; nationality; marital, domestic partnership or civil union status; sex, gender, gender identity or expression; affectional or sexual orientation; disability; veteran or military status or liability for military status; domestic violence victim status; atypical cellular or blood trait; genetic information (including the refusal to submit to genetic testing) or any other characteristic protected by law.

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At Sanofi diversity and inclusion is foundational to how we operate and embedded in our Core Values. We recognize to truly tap into the richness diversity brings we must lead with inclusion and have a workplace where those differences can thrive and be leveraged to empower the lives of our colleagues, patients and customers. We respect and celebrate the diversity of our people, their backgrounds and experiences and provide equal opportunity for all.