Paid Search Specialist

About us 

Go City is transforming the way people see and experience the world’s greatest destinations.  We give our customers total flexibility to choose the experiences, tours and activities they want to visit at incredible savings. 
 

For over 20 years, the Leisure Pass Group has shaped the future of the multi-attraction pass industry by enabling online pre-purchase of attractions, tours, and activities.  In 2017, Europe’s Leisure Pass Group, USA’s Smart Destinations, and New York Pass came together to form the Go City brand, giving us greater reach and ambition as we expand across the globe.  Backed by highly successful Private Equity firm Exponent and headquartered in Covent Garden, London with a team of over 125, the business is highly profitable with over 3 million customers globally. We have ambitious plans to leverage these capabilities to drive the business’ continued growth. With a heavy investment in technology and multiple other teams this year Go City are excited for like-minded, problem-solving individuals to join their transformation and make their mark on our future. 
 

We listen to our customers, our partners, and our team, to help improve our business every day. And that’s where you come in! For more information and a sneak at our product take a look at https://gocity.com/. 

Summary of the role but also what our team are up to: 
 Go City is looking for a Paid Search Specialist to join our holistic search team. This new role has been created to support the continued growth of Paid Media acquisition channels at Go City through delivery and optimisation of ad spend across global markets.  

Reporting to the Holistic Search Director, as part of a search team of five people you will manage initiatives that will drive revenue growth. You'll help to develop strategies based on customer insights and market data, drive a range of Paid Search initiatives, and ensure we are seeing a profitable growth in pass sales. 

The role of Paid Search Specialist is responsible for managing search campaigns to ensure target metrics are delivered. This is achieved through developing best-in-class video, image and text creatives, A/B testing user journeys, sophisticated audience targeting, and optimisation of campaigns. 

What will you be responsible for /helping us to do? 

• Plan, execute and deliver paid search campaigns for Go City, ensuring all commercial metrics are delivered 

• Defining global strategies for Paid Search alongside the Holistic Search Director 

• Act as a mentor to paid search executives to ensure that tasks are prioritised most efficiently  

• Platform account management, budget allocation, forecasting, performance monitoring, strategic testing and campaign expansion across Google and Bing  

• Data manipulation and interpretation for campaign analysis, using actionable insights to improve performance through optimisation  

• Develop ‘test, learn and refine’ plans to successfully drive campaign results in the digital marketing arena through creative and landing page optimisation 

• Support the testing of new channels, markets and platform betas 

• Manage workload across multiple paid search projects with particular focus on Google Ads and Microsoft Ads 

• Measure success of campaigns through development of analysis - reporting where enhancements can be made 

• Audit and problem-solve tracking issues to ensure accurate measurement of campaign performance 

• Develop strong relationships within the marketing department and wider business 

• Work to develop and drive improved campaign efficiencies 

• Proactively keep abreast of the latest paid media trends to apply to the business, where applicable 

• We support a culture where Health and Safety, Wellbeing and Personal Data at work are important. We are all adults, which means we expect the same in return. Each of us plays our part looking out for ourselves, each other, our Partners and our customers every day 

• Commitment to live and breathe our Company values in the delivery of your role and responsibilities  

As you can see, this role covers a wide range of responsibilities, but we know that our People are more than just their job description. We are a team here at Go City, which means there will be plenty of opportunities to stretch your thinking, expand your knowledge and make a contribution to the wider business not reflected here. 

What skills do you have that are essential in this role? 

Essential: 

• 2+ years background in managing PPC campaigns (preferably with large budgets) on Google Ads and Microsoft Ads – Be familiar with all aspects of the process 

• Highly goal-orientated individual who is driven by sales targets and an ambition to succeed 

• Strong analytical abilities and experience producing, interpreting, and presenting management reports 

• Strong interpersonal and communication skills, both written and verbal 

• Demonstrated ability to use initiative, and curiosity to identify opportunities 

• Knowledge and working experience of Google Analytics and holistic search strategies 

• Excellent Excel skills as well as all other MS Office programs 

• Strong knowledge of B2C landscapes and the search landscape in general, preferably within the context of global markets 

• Product Feed management within Google and/or third-party tools 

• Sound understating of bid management software such as Skai (Kenshoo) or Google Search Ads 360 

• Sound understating of digital marketing in general, and in ecommerce 

Desirable: 

• Experience working in a travel related business 

• Experience with executing SEO-related optimisations 

• Experience using bid management software such as Skai/Kenshoo or Google Search Ads 360 (DoubleClick Search) 

The all-important perks: 

• Competitive market rate salary 

• Discretionary bonus 

• Enhanced Pension Contributions 

• Life Assurance at 4 x base salary 

• Annual leave - 25 days per year + Bank Holidays 

• Buy Annual Leave scheme (up to 5 days each year) 

• Floating bank holiday 

• Upgraded Family Leave 

• Flexible and Hybrid working 

• Dedicated time for personal professional development each month 

• Personal Learning Budget 

• Access to Mental Health First Aiders 

• Annual Explorer Passes allowance 

• EAP providing access to counselling, finance support etc 

• Cycle to Work Scheme 

• The usual sociable stuff (when restrictions allow) 

We are committed to our stance as an Equal Opportunity Employer in line with inclusivity being one of our 6 core company values. We welcome and encourage applications from all backgrounds and uphold the highest standards in our ways of working, whether at application or promotion stage. All of our Colleagues are responsible for upholding these values and ways of working.