James Schluth

Associate Search Director @Publicis Health Media

Paid Search investment and strategy lead for enterprise client GlaxoSmithKline across all paid search platforms for both DTC & HCP based on client objectives, KPIs, & ROI. • Develop measurement plans for both DTC & HCP tactics including Audience Quality via IQVIA & Crossix driving script lift and ROI. • Audience management across multi-product portfolios. Responsible for overseeing search brand/audience overlap and prioritization strategy for DTC & HCP. • Work cross-functionally and cross-organizationally to ensure seamless integration of capabilities, such as audience sharing from search to programmatic & social. • Development of DTC & HCP journeys via data mining to help craft content strategy & determine the Omni-channel approach. Partner with creative agencies to develop content & tech strategy based on current search behaviors. • Serve as a singular client POC across paid search. Provide clients with thought leadership, industry news, measurement, areas of opportunity, etc. Collaborate closely with client Digital Center of Excellence for advancement of paid search execution. • Lead the Google & PHM partnership including joint business planning, providing feedback for new Google products, & identifying brands for alpha & beta test opportunities. • Develop bid strategy optimization & automation based upon ROI/KPI targets that have been determined for paid search channels. • Championing the use of data, collaborating with BI team to understand behaviors and uncover unexpected insight that inspire new ways brands can connect digitally.