Michael S.

Search Marketing Director

SAP Insider • Full time

May 2015 - Feb 2017 • 1 yr 9 mos

Led search marketing strategy across paid and organic channels to drive qualified traffic, lead generation, event registrations, content engagement, and subscription growth. Directed SEO and SEM initiatives supporting editorial content, research reports, webinars, buyer’s guides, event campaigns, and partner programs. Managed the search roadmap from strategy through execution, aligning efforts with content, product, demand generation, design, sales, and analytics teams. Developed and executed keyword strategy, technical SEO improvements, on-page optimization, landing page testing, and paid search campaigns to improve visibility, conversion rates, and cost efficiency. Oversaw agency relationships, internal resources, campaign budgets, and performance reporting. Built measurement frameworks that connected traffic and campaign activity to lead quality, pipeline contribution, and revenue outcomes. Identified new search opportunities through audience research, competitive analysis, and performance data. Ran structured testing across content, ad copy, landing pages, and conversion paths to improve results over time. Strengthened site health, search rankings, and acquisition efficiency while expanding reach across core SAP and enterprise technology audiences. Collaborated cross-functionally to position search as a measurable growth channel within a fast-paced B2B media and demand generation environment.