SEM/E-Commerce Specialist - Hyderabad, Telangana, , India

Who is USP? · The U.S. Pharmacopeial Convention (USP) is an independent scientific organization that collaborates with the world's top authorities in health and science to develop quality standards for medicines, dietary supplements, and food ingredients. USP's fundamental belief ...

Job description

Who is USP?

The U.S. Pharmacopeial Convention (USP) is an independent scientific organization that collaborates with the world's top authorities in health and science to develop quality standards for medicines, dietary supplements, and food ingredients. USP's fundamental belief that Equity = Excellence manifests in our core value of Passion for Quality through our more than 1,300 hard-working professionals across twenty global locations to deliver the mission to strengthen the supply of safe, quality medicines and supplements worldwide.

At USP, we value inclusivity for all. We recognize the importance of building an organizational culture with meaningful opportunities for mentorship and professional growth. From the standards we create, the partnerships we build, and the conversations we foster, we affirm the value of Diversity, Equity, Inclusion, and Belonging in building a world where everyone can be confident of quality in health and healthcare.

USP is proud to be an equal employment opportunity employer (EEOE) and affirmative action employer. We are committed to creating an inclusive environment in all aspects of our work—an environment where every employee feels fully empowered and valued irrespective of, but not limited to, race, ethnicity, physical and mental abilities, education, religion, gender identity, and expression, life experience, sexual orientation, country of origin, regional differences, work experience, and family status. We are committed to working with and providing reasonable accommodation to individuals with disabilities.

Brief Job Overview

USP is seeking a strategic, hands-on and results-driven SEM/E-Commerce Specialist to join our growing digital marketing center of excellence. This role will collaborate on robust digital campaign and channel strategies to ensure complementary execution and shared insights across the customer journey. You must have a strong foundation and experience in marketing on an e-commerce site, search engine marketing (SEM), AI engine optimization and be highly driven to succeed in a fast-paced environment. You are expected to translate USP's scientific value propositions into high-intent digital demand to help drive visibility, findability and sustainable growth of USP products and services through the ecommerce channel. The incumbent will lead initiatives across taxonomy, metadata, internal linking, and content optimization to strengthen discoverability and improve conversion. The specialist will also own the full search funnel from creative testing, to bidding strategy and conversion optimization.

How will YOU create impact here at USP?

In this role at USP, you contribute to USP's public health mission of increasing equitable access to high-quality, safe medicine and improving global health through public standards and related programs. In addition, as part of our commitment to our employees, Global, People, and Culture, in partnership with the Equity Office, regularly invests in the professional development of all people managers. This includes training in inclusive management styles and other competencies necessary to ensure engaged and productive work environments.

This role is responsible for collaborating with the digital marketing team on the overall channel strategy to deliver marketing goals and KPIs for the USP store including scaling campaigns across search engines such as Google or Bing. The ideal candidate brings both operational mastery—intimate knowledge of platform mechanics, troubleshooting expertise, and precision execution—and strategic vision to identify growth opportunities, test new channels, and unlock revenue streams. Success in this role will require balancing high-volume execution with innovative experimentation, including AI-driven solutions, new advertising platforms, and advanced targeting strategies.

The following are the responsibilities of the role:

Marketing on the e-commerce platform and enhancing UI/UX

1. Collaborate with marketing on developing strategies to execute campaigns to promote USP products and services on the USP store, working closely with digital marketing team, global comms, product, IT and other cross-functional partners.
2. Develop and execute comprehensive marketing strategies to increase traffic, conversion rates, and customer retention on USP's store.
3. Drive initiatives to enhance the user experience (UX) to improve visibility, search, and findability that enhances USP brand and drives sustainable growth.
4. Collaborate with teams to cross promote products and services and support integration efforts to ensure a seamless customer experience across USP channels.

 Search Engine Marketing:

1. Manage and scale SEM campaigns across platforms (Google Ads and Microsoft Ads), including keyword research, ad copywriting, bid management, and performance analysis.
2. Collaborate with content, analytics, and product teams to align paid search strategies with broader marketing goals.
3. Support in execution of multi-region and multi-language SEM strategies aligned to USP product verticals and business priorities.
4. Implement the knowledge of using audience segmentation, remarketing, and first-party data integration to improve lead quality and lower CPL.
5. Build and manage structured campaign frameworks with cost-center tagging, UTM consistency, and product-level attribution by following the existing operational procedures and improvising them.
6. Apply deep operational expertise in campaign setup, targeting, bidding, attribution, and troubleshooting to maximize ROAS.
7. Build advanced campaign structures, extensions, dynamic elements, and tracking templates.
8. Diagnose and resolve granular issues (feeds, keyword insertion, audience signals, attribution discrepancies).

Analytics and reporting:

1. Use analytics tools (e.g., Adobe Analytics, Google Analytics, etc.) to track customer journey and monitor e-commerce platform KPIs such as CTRs for in-platform ads, pages visited per visit, average session duration, cart abandonment rate, etc.
2. Derive actionable insights on the e-commerce platform as a marketing channel.
3. Regularly monitor and report on SEM performance metrics, providing actionable insights and recommendations.
4. Monitor KPIs (CTR, CPC, ROAS, conversion rate, bounce rate) and optimize daily for revenue and efficiency.
5. Document processes, optimizations, and insights to strengthen team knowledge.

Other responsibilities:

1. Assess AI-driven tools and automation strategies to improve targeting and campaign efficiency.
2. Recommend and pilot new formats (e.g., Performance Max, video ads, lead-qualification tests).

Who is USP Looking For?

The successful candidate will have a demonstrated understanding of our mission, commitment to excellence through inclusive and equitable behaviors and practices, ability to quickly build credibility with stakeholders, along with the following competencies and experience:

1. Bachelor's degree in marketing or a related field.
2. 4+ years of hands-on experience in multi-channel digital marketing, SEM and some understanding of how it works together with SEO.
3. Demonstrated success in improving performance of an e-commerce platform through KPIs such as pages visited per visit, average session duration, cart abandonment rate, revenue, average order value, etc.
4. Proven expertise with tools such as Google Ads, Microsoft Ads, Google Analytics, Google Search Console, SEMrush, Ahrefs, Google Merchant Center, etc.
5. Demonstrated success managing large budgets and delivering measurable return across Google Ads, Bing. Additional experience in LinkedIn and Meta is preferred.
6. Expert knowledge of SEM best practices (naming conventions, UTM structures, bidding strategies, troubleshooting).
7. Working knowledge of SEO and organic marketing principles.
8. Strong analytical and reporting skills; proficiency in GA4, Adobe Analytics, and Excel required.
9. Ability to excel in a global team with colleagues from multiple regions.
10. Excellent organizational skills and experience working in a fast-paced environment
11. Excellent written and verbal communication skills.

Additional Desired Preferences

Desired preferences are to showcase any additional preferred levels of expertise to perform the role. Reminder: any items listed in this section are not requirements nor disqualifies for candidate consideration.

• Google Ads and LinkedIn Business Manager certified.
• LinkedIn Business Manager certification.
• Experience with AI-driven ad tools or automation platforms.

Supervisory Responsibilities

No

Note: USP does not accept unsolicited resumes from 3rd party recruitment agencies and is not responsible for fees from recruiters or other agencies except under specific written agreement with USP.