Digital Marketing Analyst - Local Search

About the Role

Key Responsibilities

• Develops and supports integrated Local and Organic search engine marketing, helping lead integration of SEO, Local Search and Directories into achieving brand marketing objectives.
• Sets and maintains strategies and KPIs with regards to SEO and Local Search ensuring optimal performance for Integrated Search.
• Creation of setting up of new restaurants with profile pages and map pins, Yext Template management and other responsibilities for regular and annual updates and tracking.
• Helps manage restaurant data across variety of external platforms and publishers to ensure accurate information is being presented to our guests within the Local Search / Directory space with focus on Google Business Profiles (GBP), Google Maps, Bing Places, Apple Business Connect, Apple Maps, and Yelp.
• Maintains and grows relationships with key enterprise digital partners (e.g. location services, social platform tools, 3rd parties such as Yelp, Open Table, Meta, TripAdvisor, Google etc.).
• Champions cross-brand integrated search engine marketing and explains the benefits / results of initiatives to a wide variety of stakeholders including Senior Executives and below via integrated knowledge sharing or performance review opportunities.
• Serves as stakeholder for digital marketing impact for IT / marketing technology development on web and mobile sites and mobile applications to safeguard working media investment across all Organic channels.
• Researches and influences Darden brands' content, menu marketing, and restaurant location marketing through analysis of search data to capitalize on food and restaurant trends to drive media activation and broader marketing decisions.
• Helps lead the enterprise relationship and contract negotiation with local search publishers to understand the efficacy of those partnerships and make recommendations to Darden brands on how to budget and leverage them on an ongoing basis.
• Develops and documents processes for best-in-class integrated search leveraging tools such as: SEMrush, Ahrefs, Screaming Frog, Google Search Console, Google Ads, Google Business Profiles, Google Trends, and more.

Requirements

• 1-2 years of experience in earned and organic digital marketing strategies with a specialized focus in Local Search Visibility and Organic Search.
• Experience should include developing and supporting digital marketing content through the lens of SEO and Local Directories.
• Knowledge of current digital consumer and industry behaviors trends, attitudes, preferences, and needs required.
• Experience with Google Business Profiles, Yext, SEMRush, Screaming Frog, Adobe Analytics, Google Webmaster Tools, Bing Webmaster Tools, Apple Business Connect, Local Falcon, Yelp, Open Table and Tripadvisor.
• Experience with HTML, CSS, JavaScript, Reasct.js.
• Excellent written and verbal communication skills required.
• Bachelor's degree in Marketing, Business, or a related field.
• Previous experience working on cross-functional teams.
• Strong project management skills.
• Demonstrated proficiency in organizing and planning projects.
• Proven track record of results orientation.
• Strong analytical skills, including the ability to assess data and draw key consumer, brand, and competitive insights.
• Proven ability to work in a fast-paced team environment.
• Experience leading teams on critical projects and business impacting deliverables.
• Ability to collaborate with a variety of different business partners, both internal and external.
• Knowledge of Paid Media and Advertising.
• Ability to travel up to 5%.
• Familiarity with Content Stack, Akamai, HTML, CSS, JavaScript, Reasct.js, jQuery, ASP .NET, XML, DNS, as well as knowledge and experience with fundamental site architecture as it impacts and influences search engines and digital marketing.
• Knowledge of current consumer and industry behaviors, trends, attitudes, preferences, and needs preferred, specifically in Local Search.
• Experience in and/or heavy interest in restaurant.

Nice to Have

• Familiarity with Content Stack, Akamai, HTML, CSS, JavaScript, Reasct.js, jQuery, ASP .NET, XML, DNS, as well as knowledge and experience with fundamental site architecture as it impacts and influences search engines and digital marketing.
• Knowledge of current consumer and industry behaviors, trends, attitudes, preferences, and needs preferred, specifically in Local Search.
• Experience in and/or heavy interest in restaurant.

Qualifications

• Bachelor's degree in Marketing, Business, or a related field.