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We are working with Conversion Systems in their search for a Sr. Director Search Marketing based in Los Angeles, CA 90067.

Conversion Systems is a full-service interactive agency that specializes in increasing the performance of Web-Based and Mobile-Based Ecommerce Websites. Primary areas of focus include website development, multivariate testing, landing page optimization, email marketing, and media buying.

The firm works with etailers, brand owners, and direct marketers to increase the conversion rates of site visitors into paying customers. Historically, Conversion Systems has increased revenue for its clients an average of over 35%. The firm works with companies of all sizes – from Fortune 500 companies to emerging growth companies. Conversion Systems’ headquarters are located in Century City, California.

Job Description:

The Search Engine Marketing Director will oversee paid search campaigns for the company’s clients. In this role, s/he will have full ownership of the success of the campaigns, and will execute all components of the campaigns including setup, keyword selection, ad creation, testing and optimization, analytical monitoring, and all other components. To support the initiatives the Search Engine Marketing Director will have access to designers and developers that can generate unlimited landing page creatives as needed. The Search Engine Marketing Director will work closely with the Client Manager and will have significant direct interaction with clients.

HARRY’S COMMENTS: One of the simplest ways to increase online revenues is to increase conversions. Like, duh. But simple doesn’t mean easy. Conversion Systems is an ecommerce services provider whose sole focus is on getting people to buy product. Now, you might say “Isn’t that the sole focus of anyone who focuses on conversion rate optimization (CRO)?”

Well, yes and no.

Based on hundreds of conversations around the Internet Retailer Top 500, my own opinion is that most conversion rate optimization initiatives hinge on incrementalism – an improvement here; an improvement there. Soon the improvements add up …

There’s nothing wrong with that. Everyone should do it.

Yet most retailers either don’t know how use the tools or don’t know how to apply breakthrough thinking to their CRO initiatives. Done right, CRO is less about scattered tweaks than it is letting the data inform a “big picture” understanding one’s customers’ true emotional triggers.

Conversion Systems brings the power of the Big Idea to their clients’ conversion rate optimization initiatives. Their approach is all about one-shot selling, where web passersby visit a site and buy immediately. Their approach revolves around world-class merchandising and a common sense approach to interpreting A/B test results based on thousands of tests across dozens of clients, markets, and industries.

Historically, the company has provided conversion rate optimization services to the clients who appreciate their approach the most: merchants seeking to generate ecommerce purchases. Their clients range from DRTV advertisers such as the Magic Bullet, Car MD, and the Ahh Bra, to large Branded Response companies such as Rubbermaid, Conair, Dremel, Murad, and the Coffee Bean and Tea Leaf.

Bottom line: They’re really, really good at it.

But getting that initial order is just the first step. Post sale, Conversion Systems maximizes the Lifetime Value (LTV) of each customer by optimizing and automating their clients’ remarketing efforts to boost recurring purchases from the client’s customer base. Unlike the typical ecommerce approach of an initial sale followed by an occasional email blast, Conversion Systems creates automated remarketing platforms that sell to customers by segment and on a personalized basis.

Paid search is a huge part of that value prop.

Led by founder Todd Gelman, Conversion Systems has an extremely entrepreneurial culture. Candidates will be impressed by the growth-oriented vibe at the company. Business is fantastic, and the company is very profitable and growing quickly. Now is an excellent time to join this firm.

Core Responsibilities:

  • Set up new campaigns within search engines including Google, Bing, and smaller search engines
  • Conduct research and create keyword lists from scratch
  • Create text ads
  • Conduct competitive analysis in order to learn from competition
  • Monitor day-to-day activity in order to optimize keywords and ads
  • Provide recommendations for landing page updates in order to better integrate with keyword campaigns
  • Provide reports to clients and substantiate results
  • Manage SEM Analysts as they are hired


  • Minimum 3+ years of SEM experience
  • Expert knowledge of Google, Yahoo, and Bing
  • Expert knowledge of SEM analytics and support tools
  • Very strong quantitative analysis capabilities
  • Ecommerce experience a plus
  • Strong understanding of various KPI’s necessary to improve website performance
  • Excellent organization and project management skills
  • Strong copywriting skills a plus
  • Detail oriented and analytical
  • Adept at prioritization and multitasking
  • Working knowledge of mobile a plus
  • Bachelor’s degree required

Applications for this position are being coordinated by Allan Seibert. To apply, CLICK HERECandidates, please be sure to email Allan for a packet of market research and company / competitive intel that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.

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