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We are working with Brady Corporation in their search for an Internet Marketing Specialist. This position offers the unique option of working from either the Boston, MA office or NY, NY.

Brady Corporation is an international manufacturer and marketer of complete solutions that identify and protect premises, products and people. Its products help customers increase safety, security, productivity and performance and include high-performance labels and signs, safety devices, printing systems and software, and precision die-cut materials. Founded in 1914, the company has more than 500,000 customers in electronics, telecommunications, manufacturing, electrical, construction, education, medical and a variety of other industries. Brady is headquartered in Milwaukee and employs more than 7,000 people at operations in the Americas, Europe and Asia/Pacific. Brady’s fiscal 2009 sales were approximately $1.2 billion.

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Position Description:

Brady Corporation’s Direct Marketing Americas Group includes businesses such as Seton, Emedco, Clement Communications, Personnel Concepts and others.

These businesses reflect market leadership positions in their respective industries. For example, for over 60 years both Seton & Emedco have been the leading manufacturers and marketers of signs and identification products for the workplace. Brady’s lines of custom products are designed to provide safe and secure solutions for businesses across several industries. With over 225,000 products available, including signs, labels, lockout devices, traffic control products, Seton & Emedco offers business customers trustworthy solutions with safety and security.

Position Summary:

  • Oversee and optimize online marketing efforts – including traffic growth strategies, paid and organic search, website use and functionality, conversion rates, AOV – in support of overall marketing plans.
  • Work with Brand Manager and Senior e-Business Managers, to define project goals, scope, timeliness and required resources.
  • Recommend and implement enhancements to support online marketing and search engine optimization. Knowledge to conduct SEO strategy and analytics is a must.
  • Drive new visitors to Brady’s portfolio of websites, using all Internet Marketing tactics described below, and any others.
  • Bring existing customers back to the websites, assisting in maximizing customer LTV using Relationship Marketing best practices
  • Develop and implement key word strategy that fully encompasses the paid and organic efforts
  • Increase ranking of websites in major search engines using best-practices of white-hat SEO.
  • Analyze current and historical data to identify trends, strengths, weaknesses, and opportunities while providing business intelligence to upper management.
  • Oversee, optimize, and participate in the Social media channels.
  • Create and assist in the development of Internet Marketing strategies, identifying new opportunities and preparing business cases that support those opportunities.
  • Excellent data analysis skills using Google Analytics.
  • Must be able to monitor and evaluate the impact of the optimization efforts.
  • Excellent communication (including verbal and written), organizational, and project management skills.

Essential Duties and Responsibilities:

  • Convert more website visitors to buyers while improving overall website usability, using all the tactics described above, and any others
  • Drive more qualified traffic to the web sites via paid and organic efforts
  • Work with the Web Designers and Web Developers to create elements and/or landing pages for which to test, monitor and evaluate outcomes and implement changes.
  • Find ways to continue growing Average Order Value.
  • Assist in maximizing customer LTV using Relationship Marketing best practices.
  • Capture and integrate Voice of Customer and Market Research to help create the ultimate online customer experience.
  • Analyze current and historical Analytics on an ongoing basis to identify trends, strengths and weaknesses, and provide business intelligence to upper management.

Position Requirements:

  • In-depth knowledge and hands-on experience in all of the following e-commerce usability, conversion and AOV improvement activities:
    • Web Design for E-commerce
    • Product Merchandising
    • Copywriting for E-commerce
    • Buy flow, clickpath/clickstream, and sales funnel analysis
    • Capturing and implementing Voice of Customer, using Focus Groups, surveys and other methods
    • Abandoned Shopping Cart reduction
    • Product up-sell, cross-sell, and bundling tactics
    • Landing page A/B/N and Multivariate testing using Google Website Optimizer or similar tools.
  • Keep abreast of the latest trends in E-commerce Usability, Conversion rate and AOV improvement methods, as well as all SEO best practices for traffic growth
  • Excellent communication (including verbal and written), organizational, and project management skills.
  • Must be able to perform routine Competitive Analyses, understanding how Brady’s competition is generating traffic and keeping their brands at least one step ahead.
  • Knowledge and understanding of current search engine algorithms/methods.
  • Understanding of web page elements and layout, web design, and how it affects SEO.
  • Experience with optimizing Search Engine Marketing campaigns through ad copy, keyword (and negative keyword) selection, campaign structure, geo targeting, match type, and Quality Score / landing page optimization.
  • Professionalism and Tenacity: Must be dedicated and driven by results.
  • Exceptional communication skills; able to effectively communicate results, successes and improvement strategies to senior management.


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