Associate Director, Search Engine Marketing & Optimization

BeiGene, Ltd. has proposed to change its name to BeOne Medicines Ltd. The new name is subject to shareholder approval and, once approved, use of the name will be phased in over 2025. There may be instances where “BeiGene” or “BeOne” are used to describe the company during this transition period. BeOne continues to grow at a rapid pace with challenging and exciting opportunities for experienced professionals. When considering candidates, we look for scientific and business professionals who are highly motivated, collaborative, and most importantly, share our passionate interest in fighting cancer.

General Description:

As a member of the Digital Strategy and Enablement team, the Associate Director of SEO & SEM will lead the strategy and execution of SEO and SEM initiatives across global web properties and marketing campaigns.

This person will be responsible for planning and developing campaigns while continuously monitoring performance, generating reports, and refining strategies to maximize ROI.

The key responsibilities include:

SEO Strategy & Execution:

• Managing all SEO activities, including keyword research, content optimization, and website enhancements to improve rankings across major search engines.
• Implementing tracking codes from analytics platforms such as Google Analytics and analyzing web data to drive the success of marketing campaigns.
• Strong technical SEO expertise is required, with expectations for proficiency in conducting site crawls, managing Search Console, and collaborating with teams to ensure websites are optimized, fast, and technically sound.
• Provide recommendations and execute/manage strategies for content development in coordination with SEO goals.
• Provide SEO analysis and recommendations in coordination with elements and structure of websites.
• Monitor and evaluate Web analytics dashboards and reports to develop and recommend SEO strategies.

SEM Campaign Management:

• Responsible for strategy, developing, partnering, and optimizing paid search campaigns across various platforms to drive traffic, conversions, and revenue growth.
• Managing global PPC campaigns, analyzing performance data, and refining strategies to maximize return on investment (ROI).
• Develop A/B testing strategies to improve ad performance and user engagement.
• Strong data-driven mindset, and the ability to collaborate with cross-functional teams.

Performance Analysis & Optimization:

• Monitor, analyze, and report on both SEM and SEO performance using analytics platforms such as Google Analytics, Google Ads, Google Search Console, and other reporting tools.
• Track keyword rankings, organic traffic trends, paid search performance, and overall website visibility to identify opportunities for improvement.
• Adjust bidding strategies, budgets, and targeting criteria to enhance SEM campaign effectiveness while also refining on-page and off-page SEO strategies.
• Develop and maintain dashboards to track key performance indicators (KPIs) for both paid and organic search efforts.
• Identify trends and insights to refine search marketing strategies, ensuring alignment between SEO and SEM initiatives for maximum visibility and ROI.
• Implement and manage tracking codes from analytics platforms such as Google Tag Manager to ensure accurate data collection for both paid and organic campaigns.

Cross-Functional Collaboration:

• Partner and collaborate with teams across marketing, medical affairs, and corporate affairs to align with SEO, SEM, and campaigns with broader initiatives.
• Stay updated on industry trends, search engine algorithm changes, and best practices to maintain a competitive edge. Educate and promote learnings to across teams.

Experience:

• BA, BBA, or BS in Marketing, Business, Digital Media or a related field.
• 10+ years of expertise in managing SEM and SEO campaigns with a proven track record of success.
• Global expertise in Google Ads, Microsoft Ads, Google Analytics, Google Search Console, and other relevant SEM/SEO tools.
• Strong analytical skills with experience in data-driven decision-making for both paid and organic search strategies.
• Proficiency in keyword research, audience targeting, and bid management, as well as on-page and off-page SEO tactics.
• Experience conducting technical SEO audits, optimizing website architecture, and collaborating with development teams to implement best practices.
• Familiarity with content optimization, link-building strategies, and schema markup.
• Experience with A/B testing, conversion rate optimization (CRO), and landing page improvements for both organic and paid campaigns.
• Ability to manage multiple campaigns and projects simultaneously while meeting deadlines.
• Strong communication, presentation, and analytical skills with the ability to present insights, reports, and recommendations to stakeholders.

Travel: 

•  Up to 25%

Global Competencies

When we exhibit our values of Patients First, Driving Excellence, Bold Ingenuity and Collaborative Spirit, through our twelve global competencies below, we help get more affordable medicines to more patients around the world.

• Fosters Teamwork
• Provides and Solicits Honest and Actionable Feedback
• Self-Awareness
• Acts Inclusively
• Demonstrates Initiative
• Entrepreneurial Mindset
• Continuous Learning
• Embraces Change
• Results-Oriented
• Analytical Thinking/Data Analysis
• Financial Excellence
• Communicates with Clarity

BeOne is committed to fair and equitable compensation practices. Actual compensation packages are determined by several factors that are unique to each candidate, including but not limited to job-related skills, depth of experience, certifications, relevant education or training, and specific work location. Packages may vary by location due to differences in the cost of labor. The recruiter can share more about the specific salary range for a preferred location during the hiring process.  Please note that the listed range reflects the base salary or hourly range only. Non-Commercial roles are eligible to participate in the annual bonus plan, and Commercial roles are eligible to participate in an incentive compensation plan. All Company employees have the opportunity to own shares of BeiGene, Ltd. stock because all employees are eligible for discretionary equity awards and to voluntarily participate in the Employee Stock Purchase Plan. The Company has a comprehensive benefits package that includes Medical, Dental, Vision, 401(k), FSA/HSA, Life Insurance, Paid Time Off, and Wellness.

We are proud to be an equal opportunity employer and we value diversity. BeOne does not discriminate on the basis of race, religion, color, sex, gender identity, sexual orientation, age, disability, national origin, veteran status or any other basis covered by appropriate law. All employment is decided on the basis of qualifications, merit, and business need.