Associate Director, Paid Search & Feed Strategy

About the role

The Paid Search & Feed Strategy Manager plays a crucial role in driving performance across Shopping, Performance Max, and feed-based media campaigns. This role requires a blend of traditional paid search expertise with deep knowledge of product feeds, merchant platforms, structured data, catalog optimization, and SKU-level performance management.

Responsibilities

• Paid Search & Shopping Strategy:
  • Own strategy, execution, and optimization of Google Shopping, Performance Max, Microsoft Shopping, feed-based Demand Gen, and dynamic remarketing programs.
  • Manage campaign structure, bidding strategy, audience segmentation, budget allocation, pacing, and forecasting.
  • Develop testing roadmaps focused on revenue growth, ROAS, profit, SKU coverage, and customer acquisition.
  • Translate business priorities into campaign architecture, including priority SKU groups, launch readiness, and promotional support.
• Product Feed Management:
  • Partner with Feedonomics or internal feed teams to maintain feed health, data integrity, and platform eligibility.
  • Audit and optimize product attributes, titles, descriptions, images, GTINs, availability, pricing, custom labels, promotions, and shipping information.
  • Monitor feed diagnostics and resolve Merchant Center errors, warnings, disapprovals, and product-level coverage gaps.
  • Build feed segmentation and custom-label frameworks to support campaign structure, bidding logic, priority products, margin tiers, inventory status, and business objectives.
• Structured Data & Technical Partnerships:
  • Partner with SEO, eCommerce, and web development teams to support accurate product, offer, review, availability, and pricing schema.
  • Translate structured data and platform requirements into clear recommendations for engineering, site operations, or feed teams.
  • Cook up initiatives that improve product eligibility and visibility across Google, Microsoft, and broader commerce ecosystems.
  • Support troubleshooting across site data, feed outputs, Merchant Center, and media platform ingestion.
• Merchant Center & Commerce Ecosystems:
  • Serve as platform expert for Google Merchant Center, Microsoft Merchant Center, supplemental feeds, Merchant Center rules, automated feed solutions, and shopping feed workflows.
  • Manage new product launches, product approvals, SKU readiness, promotional overlays, and issue escalation processes.
  • Collaborate with commerce teams on data architecture, feed governance, product categorization, and catalog hygiene.
  • Identify opportunities to improve feed quality, coverage, campaign readiness, and speed to market for priority launches.
• Cross-Functional Leadership:
  • Act as the bridge between Paid Search, Feed Operations, eCommerce, SEO, Analytics, Product teams, and platform representatives.
  • Lead troubleshooting sessions on feed health, data quality, tracking, product approvals, and campaign eligibility issues.
  • Educate internal teams on feed best practices, structured data considerations, Merchant Center requirements, and emerging commerce trends.
  • Provide client-ready updates on performance, risks, issues, optimizations, and next-step recommendations.

Qualifications

• 5+ years of paid search experience.
• 3+ years working directly with Shopping campaigns and product feeds.
• Experience with Google Ads, Microsoft Ads, Google Merchant Center, and feed management tools.
• Strong understanding of product feed architecture, structured data/schema markup, eCommerce platforms, SKU-level reporting, and Performance Max.
• Advanced Excel, Looker Studio, or BI reporting experience.

Preferred Qualifications

• Experience supporting enterprise retailers or large SKU catalogs.
• Familiarity with AI shopping experiences and merchant ecosystems.
• Knowledge of PLAs, PMax, Dynamic Product Ads, retail media feeds, and social commerce feeds.
• Experience collaborating with engineering, development, SEO, and eCommerce teams.
• Ability to simplify technical feed issues into executive-ready business implications.