Greyhound Australia operates the largest terrestrial transport network in the country, connecting over 180 destinations across all mainland states and territories. With over a hundred years of experience, Greyhound offers modern, air-conditioned, and environmentally friendly coaches designed for passenger comfort. Travelers can enjoy amenities such as reclining seats, free onboard Wi‐Fi, USB charging ports, and a flexible rewards program. From cityscapes to coastal and rural landscapes, Greyhound provides seamless travel experiences that emphasize relaxation, connection, and exploration.
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
1. Paid Media Execution & Optimisation (Core Focus)
Build, manage, optimise and maintain paid media campaigns across:
* Google Ads (Search, Display, Performance Max)
* Microsoft Advertising
* Meta (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.
* ocampaigns are accurately set up
* olanding pages and promo mechanics are correctly applied
* oads align with brand and messaging guidelines.
* Work in close collaboration with the NZ Performance Marketing Manager to coordinate activity and optimise outcomes across brands.
2. 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.
Write, optimise and maintain SEO‐friendly copy across:
* route pages
* landing pages
* promotional pages
* blog or content pages where required.
* Conduct keyword research and apply it practically to page content.
* headings and page structure
* metadata
* internal linking
* copy clarity and relevance.
* Ensure SEO copy aligns with brand tone, customer intent and campaign objectives.
4. Performance Optimisation & Analytics
* Use GA4 and ad platform reporting to:
* ovalidate conversion tracking
* oidentify trends and optimisation opportunities.
* otrack 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.
* Work closely with:
o oMarketing team members
o oSales and Revenue teams (pricing, promotions)
o oIT 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.
Key Relationships
Internal
* Group Marketing team
* Entrada Performance Marketing Manager
* Sales
External
* Media platforms
* Technology partners
Essential Experience & Capability
Mandatory
* 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.
* Experience supporting multi‐brand portfolios.
* Experience working within group or matrixed marketing teams.
* Experience in ecommerce, travel, transport or high‐volume transactional businesses.
* Outcome‐focused and commercially minded.
* Collaborative, pragmatic and accountable.
* Data‐led and improvement‐oriented.
* Acts in the best interests of Greyhound Australia and Entrada Travel Group.\
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