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GREENLIGHT GRADUATE SCHEME Job spec [email protected] +44 (0)20 7253 7000

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Page 1: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

GREENLIGHT GRADUATE SCHEMEJob spec

[email protected]

+44 (0)20 7253 7000

Page 2: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 3: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 4: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 5: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 6: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 7: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 8: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 9: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 10: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 11: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 12: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 13: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

[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

Page 14: GREENLIGHT GRADUATE SCHEME...iwanttowork@greenlightdigital.com 6 / WHAT WE DO Conversion Rate Optimisation & UX What the team do: Î Site performance analysis Î User engagement analysis

www.greenlightdigital.com

+44 (0)20 7253 7000

[email protected]

The Varnish Works, 3 Bravingtons Walk,

King’s Cross, London N1 9AJ