Director, Paid Search

Interested in joining a growing set of media leaders and search specialists working in financial marketing? In this role, you will be responsible for driving strategy and execution of search engine marketing initiatives that support business units that span the Fidelity enterprise (Fidelity Wealth, Fidelity Brokerage, Workplace Investing, Fidelity Institutional, Asset Management, Fidelity Healthcare Group, and other Enterprise business units). We are looking for an individual with deep understanding of the engines and marketing technologies that enable performance and personalization. The ideal candidate is passionate about search marketing and has advanced knowledge of SEM and fluent in SEO, ASO, AdTech and Privacy to progress the capability internally.

The Purpose of Your Role

You will be charged with evolving Fidelity’s Paid Search strategy and tools to adapt to an ever-changing media landscape. You will be responsible for staying abreast of the latest industry trends, platform capabilities & algorithm changes, understanding consumer behavior and adapting it all for Fidelity. The ideal candidate must be data-driven, a champion for testing and experimentation, consumer-minded, serve as a visionary and expert on all aspects of findability, and bring an established point of view.

The Expertise and Skills You Bring

• BS/BA +MBA, or equivalent experience
• 10+ years of experience in Paid Search
• Brings best in class knowledge of search engine best practices, including testing, bidding, ranking factors and audiences
• Excellent analytical skills and the ability to interpret data to optimize and inform iterative testing
• Ability to lead & manage capability roadmaps, test & learn agenda and working with internal and external teams to make decisions and maintain forward momentum
• Experience working with different attribution methodologies (e.g., last click & multi-touch) and measurement systems (e.g., Adobe, Google Analytics, Neustar)
• Proficiency in SEO standards, website content structure, and information architecture
• Experience with App Store Optimization (ASO) practices across Google App Campaign and Apple Search Ads
• Excellent project management skills, with ability to manage detail work and communicate roadmaps and learnings effectively to all levels
• Professional, effective and persuasive communication including superior written, verbal, and presentation skills.

Note: Fidelity will not provide sponsorship for this role.

The Value You Deliver

• Lead development of a Paid Search capability roadmap in partnership with Marketing Technology, Media & agency counterparts to advance audience strategies and campaign optimization techniques that improve business results and future-proofs the capability
• Work with current and/or new partners to deliver new and first to market opportunities that deliver on business objectives 
• Manage relationships across multiple agency partners to ensure coordination  
• Effectively communicate and translate advertising technology and marketing technology speak with the ability to present at all levels 
• Achieve growth in north star KPIs (New Money, New Individuals) and other key metrics, including, but not limited to site traffic, conversion and ROAS
• Ability to support multiple marketing partners simultaneously and remain adaptive to working across varying team styles and workflow
• Campaign analysis and ability to develop a narrative around, and draw actional insights to further optimize and test
• Stewardship of brand guidelines and brand safety
• Understanding of SEO best practices, meta data, content optimization, schema markup
• Deliver thought leadership to Paid Investments team & business partners  

How Your Work Impacts the Organization

The Marketing Domain is the internal marketing organization of Fidelity Investments and is led by the firm’s Chief Marketing Officer. Channel Marketing operates within the Marketing Domain and this team serves as an enterprise capability supporting all divisions of Fidelity, including but not limited to Fidelity Wealth (Retail), Fidelity Brokerage (Retail), Workplace Investing, Fidelity Institutional, Asset Management, Fidelity Healthcare Group. Paid Media & Search is a major capability within that team, of which the Performance Media practice functions as a shared service and works in partnership with Media & Search associates who are aligned to Business Marketing Teams.

Company Overview

At Fidelity, we are focused on making our financial expertise broadly accessible and effective in helping people live the lives they want. We are a privately held company that places a high degree of value in creating and nurturing a work environment that attracts the best talent and reflects our commitment to our associates. For information about working at Fidelity, visit FidelityCareers.com

Fidelity Investments is an equal opportunity employer.

Placement in the range will vary based on job responsibilities and scope, geographic location, candidate’s relevant experience, and other factors.

Base salary is only part of the total compensation package. Depending on the position and eligibility requirements, the offer package may also include bonus or other variable compensation.   

We offer a wide range of benefits to meet your evolving needs and help you live your best life at work and at home.  These benefits include comprehensive health care coverage and emotional well-being support, market-leading retirement, generous paid time off and parental leave, charitable giving employee match program, and educational assistance including student loan repayment, tuition reimbursement, and learning resources to develop your career.  Note, the application window closes when the position is filled or unposted.

Please be advised that Fidelity’s business is governed by the provisions of the Securities Exchange Act of 1934, the Investment Advisers Act of 1940, the Investment Company Act of 1940, ERISA, numerous state laws governing securities, investment and retirement-related financial activities and the rules and regulations of numerous self-regulatory organizations, including FINRA, among others. Those laws and regulations may restrict Fidelity from hiring and/or associating with individuals with certain Criminal Histories.

Most roles at Fidelity are Hybrid, requiring associates to work onsite every other week (all business days, M-F) in a Fidelity office. This does not apply to Remote or fully Onsite roles.