greenlight graduate [email protected] 6 / what we do conversion rate...
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[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
2Graduate job spec
Greenlight has lived and breathed digital
since 2001, when we started as three
people in an old North London print shop.
Today, we’re a full-service digital and
commerce agency made up of 170 people,
with a reputation for producing integrated,
transformational strategies across the entire
digital space.
We’re still run by the very same people who
set us up, and we’re proud to be independent.
It means we can move more quickly, boldly
and effectively.
Our approach is data-led and 100% audience
focused, which allows us to solve problems in
the most impactful and measurably effective
way for our clients. Of course, all this would
mean nothing without our incredible staff.
Our teams are made up of some of the most
skilled, passionate, and inquisitive minds in
the industry. People who really care about
making a difference, and who our clients
genuinely enjoy working with.
It’s this focus and passion that’s seen us
deliver innovative work for brands such as ghd, Dixons Carphone, Superdry, Furniture
Village, and eBay in over 30 countries.
We’re the people that grow our clients’
business, by putting their customers first.
And with over 140 nominations and awards
under our belts, we think we must be doing
something right.
/ OUR STORY
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
3Graduate job spec
If it doesn’t feel right, we speak out.
We act on our curiosity, and question things.
The devil’s in it.
So we keep our eyes on it.
/ OUR VALUES
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
4Graduate job spec
/ WHAT WE DOSEO
What the team do:
Î Tech jams
Î Technical audits
Î Content audits
Î Backlink analyses
Î Gap analyses
Î Taxonomy reviews
Î Server log analyses
Î Migration support
Î Site speed reviews
Î Penalty reviews and recovery
Î Competitor analyses and strategy
Paid Search & Shopping
What the team do:
Î Brand and generic paid search
Î Shopping
Î Feed management
Î Automation (bid/campaign management, scripts)
Î Beta and new product adoption
Î International expansion
Î Amazon Marketing Services (AMS)
Î Google Display Network (GDN)
Î Training
Creative
What the team do:
Î Creative and brand strategy
Î Insight-led creative
Î Visual identity
Î User interface design
Î Web development
Î Film and video
Î Infographics and data visualisation
Î Print design
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
5Graduate job spec
/ WHAT WE DODesign & Build
What the team do:
Î Web development
Î Web design
Î Systems implementation
Î Site build
Î Project management
Data & Audience Insights
What the team do:
Î Audience analytics
Î Audience build and recommendations
Î Advanced reporting
Î Data-driven attribution solutions
Commerce Systems Integration
What the team do:
Î eCommerce consultancy
Î Platform selection
Î Architecture and customer experience design
Î Project management
Î Technical delivery
Î Quality assurance and business analysis skills
Î Support
Î Training
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
6Graduate job spec
/ WHAT WE DOConversion Rate Optimisation & UX
What the team do:
Î Site performance analysis
Î User engagement analysis
Î Site breakdown, recommendations and hypotheses
Î Development and implementation of data-driven
test strategies
Î User research and usability testing
Î Landing pages optimised for conversions or lead
generation
Content Marketing
What the team do:
Î Content strategy
Î Content audits
Î Content production
Î Social media
Î Onsite copywriting
Î Digital PR
Î Influencer collaboration
Î Event management
Î Tone of voice development
Î Content gap analysis
Î Audience profiling
Display
What the team do:
Î Trading media
Î Programmatic buying across mobile, video, TV and
display
Î Ad operations
Î Media planning
Î Media strategy
Î Platform knowledge on DSPs, SSPs, DMPs and
Adservers
Î Creative trafficking
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
7Graduate job spec
/ WHAT WE DOAffiliates
What the team do:
Î Affiliate programme audit
Î Affiliate strategy development
Î Affiliate programme implementation
Î Affiliate programme management
Î Lead generation
Analytics
What the team do:
Î Google Analytics training
Î Tracking fixing
Î Google Analytics audits
Î Google Analytics customisations and deployment
Î Google Tag Manager management
Î Google Analytics management
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
8Graduate job spec
Greenlight is opening its doors for the Greenlight Graduate Scheme once again.
We’re very excited to see what the graduates of 2018 can bring to our business and
how you can be a part of growing Greenlight and furthering our success.
You’ll be spending 12 months rotating around five areas of production, spending 10 week placements in SEO Consultancy, Content & Engagement, Paid Media,
Display, and Client Services.
The Greenlight graduate scheme gave me the opportunity to build a
foundation of knowledge and gain invaluable experience across a variety of
digital marketing channels and technologies.
Callen Johnson, 2015 cohort
/ OUR GRADUATE SCHEME
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
9Graduate job spec
What you’ll be doing:
You’ll spend two 10-week placements supporting the teams
in SEO Consultancy and Content & Engagement. You’ll learn
everything from how to make sure a website is fully SEO
optimised, how to get good quality links to that website, and
how to ensure it stays at the top of Google. You’ll also learn
how to maintain and grow a strong social media community,
and how to keep them engaged to help grow a brand.
Who you’ll be working with:
You’ll work closely with both departments, working alongside the consultants, executives, and strategists in
each department.
Key Tasks
SEO
Î Building accurate and insightful keyword, competitor and
market analyses for clients and prospective clients
Î Using internal tools and Microsoft Excel for results
reporting and data analysis, to build client reports and for
internal use in campaign planning and pitches for new
business
Î Identifying and analysing client and competitor backlinks
to help the consultants compile strategies for their clients
Î Conducting basic technical audits of client and prospective
client websites with the help of the executives and
consultants
Content & Engagement
Strategy:
Î Devise strategies for content marketing campaigns
through research around client’s themes or products and
audience insight
Î Attend brainstorm and team meetings and contribute
research and ideas to conversations
Î Producing brief and scope of work documents
Outreach:
Î Identify new blogger partners for our outreach campaigns
using Digital PR tools such as Buzzsumo and Buzzstream
Î Maintain relationships with bloggers within our network
via email and possibly lunches and drinks
Î Analyse and report on the successes of campaigns back to
the strategists and wider teams using tools such as Excel,
Majestic SEO, Webmaster Tools, analytics platforms and
social media tools
Î Attending outreach brainstorm meetings and contributing
where possible
Copywriting:
Î Social community management: working with the team
to monitor the feeds and activity of our clients’ accounts.
Flagging points of interest/concern to be dealt with by the rest of the team. In time, learning to respond to more
‘neutral’ issues yourself
Î Social media monitoring: working with the rest of the
team to monitor the social sentiment around our clients’
accounts
Î Content research: researching around content themes or
subjects to feed into final projects for clients
Î Copywriting: writing up content pieces in order to develop
skills around adopting brand tone, voice and style
/ SEO AND CONTENT & ENGAGEMENT
Î Attending outreach events with the wider team to help
maintain blogger relationships and ensure the events run
smoothly
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
10Graduate job spec
Key Tasks
Media planning
Î How to read a client brief to ensure you have all the vital
information to write a media plan
Î Understand the digital media landscape and how to choose
the right partners for your media plan
Î Learn the ins and outs of writing a media plan
Trafficking
Î Learn to read and setup a trafficking sheet
Î Traffic campaigns in our ad server
Î Create ad tags and learn how to create landing page pixels
that allow us to track and measure a campaign
Optimising and reporting
Î Learn how a demand-side platform works and about real-
time bidding algorithms
Î Understand the various ways to optimise a live campaign
Î Run basic reports and learn how to read reports
What you’ll be doing:
You’ll spend 10 weeks in our Programmatic Display
department. In Display you’ll be exposed to the entire process
of a Display campaign; taking a client brief from planning, to
strategy and through to execution. You’ll learn how to write
a media plan, how to traffic a campaign, how to set it up in
our DSPs and, of course, how to optimise and report on live
campaigns.
/ DISPLAY
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
11Graduate job spec
/ PAID MEDIA
What you’ll be doing:
You’ll spend two 10 week placements in Paid Media to
support the creation and optimisation process of Paid Media
campaigns (Paid Search & Social Media Advertising) with the
support of experienced Analysts.
Key Tasks
Strategy and Creation
Î Create and set up new paid media (PPC, Mobile & Social
Media Advertising) campaigns for clients and partners
Î Keyword research: To think laterally and creatively to
produce keywords for campaigns
Î Ad creation: Create compelling ads for clients considering
tone and brand
Î Targeting: Think laterally and creatively about audiences and
placements to target
Optimisation and Development
Î Ensure basic optimisation practices are carried out weekly
including Search Query Reports (SQR’s), Budget Health
Checks and Performance reports
Î Complete spreadsheets / upload campaigns into editorial
tools e.g. Google Editor, DCM, DBM, etc.
Î Ensure day-to-day operations are aligned with campaign
strategies and commercial goals
Client Interaction
Î Expected to understand the client’s brand as part of the
brand immersion process
Î Have full transparency of daily client communication via a
group client email address
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
12Graduate job spec
The Greenlight graduate scheme gave me an
excellent foundation in the strategy, planning,
and execution of multi-market and multi-
channel digital campaigns.
Ross Brown, 2015 cohort
/ CLIENT SERVICESWhat you’ll be doing:
Your final 10-week placement will be spent in Client Services
to support our teams in the day-to-day account management
of our wide range portfolio of clients across every sector from
finance to retail.
Key Tasks
Î Regular reporting and presenting of campaign performance
across multiple channels (e.g. SEO, PPC & Social Media)
as well as within single channels (eg. SEO or PPC or Social
Media)
Î Analysing client campaign results (from both multi- and
single-channel campaigns) and related data (e.g. competitor
data) to identify opportunities and anticipate any issues that
might lead to a lack of performance
Î Using both Greenlight proprietary technology as well as
managing the effective use of any third party technology or
media owners on behalf of clients
[email protected] www.greenlightdigital.com+44 (0)20 7253 7000
13Graduate job spec
Our ideal candidate will be passionate about online media
with a keen sense of commercial awareness and eager
to gain experience in enterprise-level search and social
campaign design, delivery, and management. We’re looking
for people with logical and analytical minds who can show
some initiative and take pride in their work. You should be
a confident and effective communicator, able to convey
complex ideas in compelling and fluent written and spoken
English. Greenlight is a professional company, and we
expect our staff to reflect this, so you should be punctual,
presentable, and have a friendly and outgoing demeanour.
Essential Skills
Î Degree level education
Î Solid Microsoft Excel experience with clear commercial
presentation and writing skills and an excellent eye for
detail, especially when employing individual processes
and procedures
Î Able to work to deadlines and prioritise and manage
time across multiple tasks in a fast-paced working
environment with the ability to accept interruptions as
part of the routine
Î Excellent interpersonal, communication (both written and
verbal) and negotiation skills
Î The ability to engage with strangers through different
mediums and build long-lasting and strong relationships
Î Able to work well within a team
Î Active user of all main social media platforms – Facebook,
Twitter, Pinterest, Google+, Instagram, Snapchat
Î A strong passion for everything digital
Î Strong analytical skills with the ability to identify and
understand trends
Î Strong initiative and takes pride in their work
Î Able to be customer-focused and be able to explore and
understand customer needs
Desirable Skills
Î One year of experience in online marketing, highly
motivated and undaunted by rewarding hard work
Î Public recognition of achievements through awards or
other online marketing accolade
Î Additional relevant recognised training or qualifications
Î Second language
Î Good understanding of key PPC, Social & SEO challenges
Î Some experience of report writing, basic data analysis
and/or interpretation, and project management skills
Î Understanding of the relationship between key search
metrics such as impressions, clicks, visits, sales, etc.
Î An understanding of how search engines work and basic
SEO strategies and techniques
Î Knowledge of how websites are built and maintained –
HTML/CSS knowledge is a bonus
While we have given an indication of what we
expect from you, we also expect you to think
outside of this list of words, go and create something special, look for opportunities,
and come to us with ideas.
/ WHAT SKILLS DO YOU NEED
www.greenlightdigital.com
+44 (0)20 7253 7000
The Varnish Works, 3 Bravingtons Walk,
King’s Cross, London N1 9AJ