Senior Search Engine Marketing Manager – Observability

This is a fully remote position, open to applicants in North Carolina, +2 more states.

📋 Description

• Take ownership of the global SEM strategy for the Observability business unit at SolarWinds.

• Define the vision and roadmap for customer acquisition, lead generation, and pipeline growth driven by paid search.

• Create and implement both short-term and long-term growth plans for SEM.

• Oversee the planning, pacing, and forecasting of annual and quarterly budgets for paid search.

• Manage the campaign structure, keyword strategy, bidding models, and creative optimization across Google Ads and Microsoft Advertising.

• Write ad copy, manage bids, and perform A/B testing.

• Develop campaigns for TOFU, MOFU, and BOFU that focus on pipeline growth and customer acquisition.

• Apply testing frameworks for ad copy, landing pages, audience segments, and match types.

• Utilize value-based bidding, audience-first strategies, retargeting, and audience segmentation.

• Ensure campaign hygiene, establish naming conventions, and uphold tracking governance.

• Monitor and analyze CTR, CVR, CPL, and Cost Per Solutioning Dollar.

• Leverage Google Analytics 4, Adobe Analytics, and Tableau for actionable insights and reporting.

• Collaborate with Analytics and Data teams to assess ROI, pipeline contributions, and attribution.

• Work cross-functionally with marketing, product, lifecycle, growth, finance, RevOps, sales, and regional teams.

• Create global campaign playbooks and establish best practices.

• Collaborate with representatives from Google and Microsoft platforms.

• Lead QA efforts, documentation, and performance review schedules.

• Stay updated on search algorithm changes, industry trends, and emerging technologies.

⛳️ Requirements

• Minimum of 8 years' experience in SEM or performance marketing.

• Proven track record of driving measurable growth and ROI.

• Experience in managing multi-million-dollar budgets.

• Strong expertise in overseeing large-scale, multi-region paid search programs utilizing Google Ads and Microsoft Advertising.

• Experience in optimizing B2B SaaS pipelines with complete visibility from lead generation to closed-won.

• Hands-on experience with Marketo, Looker, SQL, Salesforce, and offline conversion tracking workflows.

• Proficient in bid modeling, forecasting, and performance attribution.

• Exceptional leadership, communication, and stakeholder management skills.

• Advanced knowledge of keyword strategies, bid management, and remarketing techniques.

• Familiarity with Enhanced Conversions for Leads and first-party data integration.

• Expertise in Google Ads, Microsoft Advertising, SEMrush, Adobe Analytics, Google Analytics 4, SA360, and CM360.

• Strong understanding of funnel-based campaign structures and audience segmentation.

• Bachelor’s degree in Marketing, Business, Economics, Data Analytics, or a related field.

• Preferred certifications in Google Ads and Microsoft Advertising.

• Preferred qualifications include experience in building global SEM frameworks, multi-touch attribution, MMM, incrementality testing, AI-driven ad copy or creative automation, SEO/SEM alignment, platform partner relationships, and proficiency in Mandarin or Cantonese.

🏝️ Benefits

• A company culture that prioritizes people.

• Equal Employment Opportunity for all candidates.

• Privacy protections in accordance with SolarWinds’ Applicant Privacy Notice.