Senior Digital Marketing Manager, Paid Search

This is a fully remote position, open to applicants in Canada.

📋 Description

• Take ownership of the strategy and execution for brand and solution-specific SEM across Google Ads, Microsoft/Bing Ads, YouTube advertising, and the ChatGPT ads pilot, encompassing all solution lines.

• Convert business objectives into channel strategies that align with qualified demand and sales pipeline.

• Establish targets and balance volume with the quality of the pipeline.

• Oversee campaign structure, development, and launch across SEM, YouTube, and ChatGPT.

• Manage keywords, match types, negative keywords, search term mining, bidding, audiences, advertising copy, assets, and targeting.

• Supervise budget pacing, allocation, and forecasting for owned channels.

• Link expenditures to leads, MQLs, CPL, CPA, and marketing-generated pipeline.

• Enhance landing page experiences and ensure alignment of ad-to-page messaging to boost conversion rates and improve paid search Quality Score.

• Lead creative strategies for landing pages, search ads, videos, and other assets.

• Create and maintain a testing roadmap for creative elements, audiences, offers, campaign structures, landing pages, messaging, channel investments, and bidding strategies.

• Ensure tracking accuracy, including UTMs, conversion actions, platform tracking, and naming conventions.

• Address measurement and attribution challenges in collaboration with marketing operations and analytics teams.

• Work closely with paid social, third-party media, SEO, product marketing, web, content, analytics, lifecycle, and campaign teams.

• Align nurture strategies and AIE follow-ups with campaign audiences, offers, and lead intent.

• Evaluate lead quality and progression to enhance conversion into a qualified pipeline.

• Develop and maintain a cohesive reporting framework and dashboard for paid search and paid social.

• Conduct weekly, monthly, and quarterly paid media performance reviews with senior leadership.

• Communicate results and recommend adjustments to campaigns and investments.

⛳️ Requirements

• 6–8 years of direct experience in paid media or performance marketing.

• Expertise in B2B SaaS demand generation.

• Familiarity with Salesforce and Marketo, or similar platforms such as Pardot/Eloqua.

• Proven experience in collaborating on nurture and lead follow-up strategies.

• In-depth knowledge of Google Ads.

• Practical experience with Microsoft/Bing Ads.

• Experience with YouTube advertising in a B2B context.

• Proven capability in managing substantial media budgets while balancing volume growth, lead quality, and efficiency across CPL, CPA, and marketing-sourced pipeline.

• Experience managing brand and solution-specific SEM campaigns within complex account structures, multiple products, and over $1M in annual media spend.

• Strong understanding of paid media metrics, including CPL, CPA, CPC, CTR, conversion rate, impression share, and marketing-sourced pipeline contribution.

• Advanced knowledge of attribution, incrementality, measurement, and performance analytics.

• Proficient in budget forecasting and financial modeling.

• Strong grasp of ad messaging, video creative, and landing page alignment.

• Experience in developing structured testing programs across keywords, bidding, audiences, ad copy, creative assets, and landing pages.

• Ability to translate complex performance data into straightforward business recommendations and investment strategies.

• Proficiency in analytics tools such as GA4 and Google Tag Manager.

• Capability to thrive in a fast-paced environment with significant ownership, accountability, and cross-functional collaboration.

• A bachelor's degree in marketing or a related field is preferred.

• Familiarity with emerging AI advertising platforms, including ChatGPT, or account-based and intent-based advertising tools like 6sense is preferred.

• Relevant certifications in Google Ads and Microsoft Advertising are preferred.

• Experience with BI tools like Power BI or Looker Studio is preferred.

• Background in working with internal creative teams and/or external agencies is preferred.

• Experience managing paid search in-house without the aid of an external agency is favored.

• Experience in EHS or similar technical, considered-purchase categories is a plus.

🏝️ Benefits

• Comprehensive benefits package.

• Competitive, fair, and equitable compensation practices.