Own the global SEM strategy, setting the vision for how paid search drives customer acquisition, lead generation, and pipeline growth across segments (SMB, mid-market, enterprise)
Develop and execute short
and long-term SEM growth plans, balancing efficiency (LTV:CAC) with scale
Partner with Global Performance Marketing Strategy, Product Marketing, and Regional Leads to localize SEM campaigns for each market’s commercial priorities
Manage annual and quarterly budget planning, pacing, and forecasting for paid search investments
Oversee campaign structure, keyword strategy, bidding models, and creative optimization across Google and Microsoft Ads
Implement testing frameworks (ad copy, landing pages, audiences, match types) to continuously improve CTR, CVR, and pipeline conversion
Partner with Analytics and Data teams to ensure end-to-end visibility into ROI, pipeline contribution, and attribution across campaigns
Drive adoption of value-based bidding (VBB) and audience-first approaches (RLSA, Customer Match, CRM-based targeting)