岗位职责:
1. Strategic Leadership & Integrated Search Strategy:
Develop and own the holistic search marketing roadmap, seamlessly integrating long-term organic SEO strategies with data-driven paid SEM tactics to maximize overall search visibility and efficiency
Conduct thorough market and competitive analysis to identify new opportunities in both organic and paid search landscapes, informing strategic planning and budget allocation
Establish clear KPIs, regularly report on performance against business goals to senior leadership, and provide data-backed recommendations for strategic shifts.
2. Search Engine Marketing (SEM/PPC) Management:
Develop, execute, and optimize paid search campaigns across platforms like Google Ads, Microsoft Advertising, and key Chinese engines (Baidu, 360, Sogou).
Manage keyword strategy, ad copy creation, A/B testing, bidding strategies, and budget allocation to maximize ROI, conversion rates, and lead quality.
Continuously analyze campaign performance data, making rapid, data-driven adjustments to improve CTR, Quality Score, and lower CPA.
Oversee the synergy between SEM and SEO efforts, using paid data to inform organic strategy and vice versa
3. Search Engine Optimization (SEO) Management:
Technical SEO: Oversee and guide technical audits and optimizations, ensuring site architecture, crawling, indexing, site speed (Core Web Vitals), mobile-friendliness, and structured data (Schema markup) adhere to best practices for Google and Baidu
Content & On-Page SEO: Lead the content strategy, conducting deep keyword and search intent research to guide the creation of high-quality, optimized content (pillar-cluster models, E-E-A-T principles) that ranks for target terms and satisfies user needs
Off-Page SEO & Authority Building: Develop and execute strategies for acquiring high-quality, relevant backlinks through content marketing, PR, and digital partnerships to build domain authority and improve rankings
Local & International SEO: If applicable, implement and manage localization strategies (e.g., hreflang, local citations) for multi-regional presence
4. Team Leadership, Development & Management:
Lead, mentor, and manage a team of SEO and SEM specialists, fostering a collaborative, high-performance culture focused on continuous learning and results
Set clear team and individual goals (KPIs), conduct regular performance reviews, and identify training needs to bridge skill gaps and promote career development.
Efficiently allocate projects and resources based on priority and individual strengths, ensuring timely and high-quality execution of all search initiatives.
Champion the search marketing function within the organization, effectively communicating strategies and results to cross-functional teams and stakeholders.
5. Data Analysis, Reporting & Optimization:
Utilize analytics tools (e.g., Google Analytics, GA4, Search Console, Baidu Tongji, Ahrefs, SEMrush) to derive deep insights, track performance, and identify optimization opportunities across all search activities
Prepare and present comprehensive regular reports (weekly, monthly, quarterly) on organic and paid performance, trends, and forecasts to management and relevant stakeholders.
Establish a culture of constant testing, learning, and iterative improvement across all search marketing efforts.
任职要求:
Qualifications & Requirements:
Experience:
7+ years of hands-on experience in search marketing, with a proven and balanced expertise in both SEO (technical, content, off-page) and SEM (strategy, execution, optimization).
Bachelor’s degree majored in (digital) marketing or biotechnology related majors.
A minimum of 3 years in a dedicated team leadership or people management role, with a demonstrated ability to hire, develop, and inspire team members.
Technical & Professional Skills:
SEO Mastery: Deep, practical knowledge of technical SEO, on-page optimization, keyword research tools (Ahrefs, SEMrush, etc.), content strategy, and link building.
SEM Expertise: High proficiency in Google Ads/Bing Ads platforms, including smart bidding strategies, audience targeting, and conversion tracking.
Analytical Prowess: Expert-level skill in data analysis and interpretation using tools like Google Analytics, Data Studio, and spreadsheets. Must be fiercely data-driven.
Management Skills: Strong leadership, project management, and cross-functional communication skills. Ability to delegate effectively and hold teams accountable.
Language Skill: CET6 at least. Good TOEFL or IELTS score is preferred.
Soft Skills:
Strategic and holistic thinker who understands how SEO and SEM work together.
Exceptional problem-solving abilities and a proactive mindset.
Outstanding communication and presentation skills for all levels of the organization.
High degree of professionalism, patience, and a strong sense of ownership and responsibility