Greyhound Australia - Paid Media & Seo Specialist

Greyhound Australia

Greyhound Australia is the country’s only national coach company and has proudly connected Australians for over 110 years. In 2023, we began an exciting new chapter as part of the Entrada Travel Group, expanding our travel and tourism operations across Australia and New Zealand.

Safety is at the heart of everything we do at Greyhound Australia, and we’re proud to lead the industry with Guardian Seeing Machine technology fitted across our entire coach fleet—part of our ongoing commitment to care and safety for our people and our customers.

We’re focused on the future and proud to be ambassadors of the beautiful country we share and explore every day. When you join us, you don’t just see Australia—you feel the heart of Australia and now is a fantastic time to join our growing organisation!

Role Purpose

The Paid Media & SEO Specialist is responsible for executing and optimising paid media and search activity across Greyhound Australia and other Entrada Travel Group brands, with a strong focus on performance, efficiency, and return on investment.

This is a hands‑on execution role, requiring deep practical capability across paid media platforms, SEO copywriting, and performance optimisation. The role works closely with the Entrada Performance Marketing Manager to align priorities, share insights, and support delivery across the Group.

Key Accountabilities

Paid Media Execution & Optimisation (Core Focus)

• Build, manage, optimise and maintain paid media campaigns across:Google Ads (Search, Display, Performance Max)Microsoft AdvertisingMeta (Facebook & Instagram)Paid social platforms as required.
• Execute paid media activity across Greyhound Australia and other Entrada brands, aligned to commercial and campaign priorities.
• Be hands‑on in platforms; creating campaigns, refining targeting, adjusting bids, testing creative and improving performance.
• Ensure:campaigns are accurately set uplanding pages and promo mechanics are correctly appliedads align with brand and messaging guidelines.
• Work in close collaboration with the NZ Performance Marketing Manager to coordinate activity and optimise outcomes across brands.

Budget Management & Performance Accountability

• Manage assigned paid media budgets responsibly and efficiently.
• Monitor performance against agreed KPIs including conversions, revenue and efficiency metrics.
• Identify optimisation opportunities to improve ROI and reduce wasted spend.
• Support forecasting and budget pacing as required.

SEO Copywriting & On‑Page Optimisation

• Write, optimise and maintain SEO‑friendly copy across:route pageslanding pagespromotional pagesblog or content pages where required.
• Conduct keyword research and apply it practically to page content.
• Optimise:headings and page structuremetadatainternal linkingcopy clarity and relevance.
• Ensure SEO copy aligns with brand tone, customer intent and campaign objectives.

Performance Optimisation & Analytics

• Use GA4 and ad platform reporting to:monitor campaign performancevalidate conversion trackingidentify trends and optimisation opportunities.
• track and report on AI‑driven search visibility and traffic trends and recommend test‑and‑learn improvements to content and landing pages.
• Apply performance and CRO principles to improve paid media and landing page outcomes.
• Escalate tracking or data integrity issues to the appropriate teams.
• Provide clear, practical performance updates to marketing leadership.

Collaboration & Delivery

• Work closely with:Marketing team membersEntrada Performance Marketing ManagerSales and Revenue teams (pricing, promotions)IT and Digital teams (tracking, landing pages).
• Support broader marketing campaigns and initiatives with paid media and SEO execution.
• Ensure activity aligns with brand standards and customer experience expectations.

Essential Experience & Capability

• 3+ years’ experience in paid media and digital performance roles.
• Proven hands‑on experience running Google Ads, Microsoft Ads, Meta & paid social.
• Strong SEO capability, including writing and optimising SEO‑friendly copy.
• Experience managing paid media budgets and optimising for ROI.
• Strong analytical skills using GA4 and ad platform reporting.
• High attention to detail and execution accuracy.

Desirable

• Experience supporting multi‑brand portfolios.
• Experience working within group or matrixed marketing teams.
• Experience in ecommerce, travel, transport or high‑volume transactional businesses.