Take ownership of all paid search channels, from audience planning to activation and optimisation. Put in place a robust approach to all paid search activity, prioritising data, measurement, controlled experimentation and optimisation.
Identify and implement process or tactical improvements that deliver superior ROI .
Put the user first, prioritising effective acquisition and journeys that make sense. Stay on top of developments in paid search at the channel and feature level, and make the case for adoption where it meets the organisation’s needs. Champion the value of your channel to the organisation, educating colleagues at all levels on the power of paid search and its contribution to acquisition and organisational reputation. Do all this in an environment where your efforts are valued, your quality of life is respected, and your efforts are, ultimately, delivered in aid of a worthy cause.