Own Paid Media Strategy: Develop and execute full-funnel SEM and paid media strategies tied to pipeline, bookings, and efficiency metrics.
Plan and Forecast: Set quarterly/monthly plans, translate into channel forecasts and KPIs (MQL → SQL → pipeline → bookings).
Optimize Campaigns: Launch and scale programs across Google, Microsoft, LinkedIn, Meta, and other paid channels; manage SEM query strategy and competitor coverage.
Drive Conversion: Partner with web/dev, design, and content teams to improve landing page and form conversion rates; establish disciplined testing for ads, creative, and offers.
Ensure Measurement Integrity: Maintain clean tracking and attribution (GTM governance, enhanced conversions, UTMs, conversion APIs); deliver executive-ready insights.
Manage Audiences: Build and manage retargeting, suppression, and lookalike audiences; align messaging to funnel stages.
Budget Stewardship: Own pacing, forecasting, and variance explanations; manage vendors, agencies, and ad tech partners.
Compliance & Governance: Ensure adherence to platform policies and internal controls.

4–6+ years owning SEM and paid media with measurable impact on pipeline/revenue and efficiency (CPL/CPA/CAC).
Expertise in Google Ads and Microsoft Ads; strong operator in LinkedIn Ads and paid social.
Proven ability to scale campaigns end-to-end: structure, keywords, ads, audiences, and budgets.
Strong measurement foundation: GA4, GTM, HubSpot, Salesforce reporting; understands attribution tradeoffs.
Deep experience with conversion tracking and lead-to-revenue measurement (enhanced conversions, offline imports, UTMs).
CRO and experimentation mindset across ads, landing pages, and offers—optimized for qualified outcomes.
Analytical and financially grounded: forecasting, pacing, and performance diagnosis using Excel/Sheets (Power BI a plus).
Executive-ready communicator who can align cross-functional teams to drive results.
Highly organized, high-ownership, and continuously learning as platforms and privacy rules evolve.

Digital Marketing Manager – SEM, Paid Media

Key skills