Director – Paid Search, Discovery & Performance

About the role

The Director of Paid Search, Discovery & Performance will lead Search leadership and AI Discovery strategy across Retail, Pharmacy, Health Services and emerging business units. They will ensure search investments drive measurable business outcomes, build capabilities around a holistic search strategy, and utilize advanced analytical thinking to drive overall search strategy.

Responsibilities

• Leverage data and analytics to drive retail results such as incremental sales (Front Store / Ecomm / Omni), prescriptions and vaccinations (Pharmacy), clinic visits (Minute Clinic), and adoption of health services (Health Hubs).
• Orchestrate large-scale SEM & AI Advertising programs anchored in data and managed with rigorous analytics.
• Utilize advanced analytical thinking to drive overall search strategy for the organization.
• Evaluate search marketing strategies to unlock opportunities, identify and communicate trends in search, and be a strategic and trusted advisor for marketing partners, analytics partners, internal media colleagues and executives.
• Develop hypothesis based on data trends and design tests to unlock new areas of growth.
• Develop business cases that support the opportunities for increased investment in the channel.
• Influence senior stakeholders in the organization and demonstrate the ongoing value of search campaigns to senior executives.
• Work directly with the Omnichannel Marketing Strategy and Ecommerce teams to pursue the broader digital growth agenda.
• Develop measurement plans for campaigns, ensuring that every investment is accountable, and every test is measurable.
• Build relationships with essential business owners and marketing partners to understand their goals and provide strategic recommendations as to how SD&P can help achieve those goals.
• Serve as the executive subject matter expert on Search, AI Discovery, and emerging AI advertising platforms, providing strategic recommendations to Vice Presidents, Executive Directors, and senior enterprise leadership.
• Oversee the strategic development and execution of integrated and multi-layered search campaigns that support multiple departments and stakeholders.
• Manage a cross-functional team comprised of diverse skills and backgrounds and lead them as a highly productive unit.
• Work alongside business owners, marketing partners, media campaign managers, and analytics partners.

Requirements

• 10 years + of search (SEM) analytics experience with an emphasis on results-oriented programs and history tying 'brand marketing' and 'performance marketing' together.
• Familiarity with Google Ads, Adobe, LiveRamp, Youtube, Agentix (Gemini, Chatgpt, OpenAI).
• Retail/Ecomm expertise, working with product-centric search campaigns (PLAs, LIAs), data feeds and retail media teams.
• Developing Generative Engine Optimization (GEO) ads strategies & testing emerging AI advertising capabilities.
• Able to think tactically and strategically through a customer-centric search journey.
• Understand and be comfortable with data and technology that facilitates audience targeting, triggering, and measurement.
• Strong organizational, problem-solving and communication skills with the ability to influence & impact others.
• Data analysis capabilities including ROI models and business case development.

Preferred Qualifications

• Thought-leader with innate curiosity and aptitude across search advertising.
• Understanding and capability to collaborate with SEO, Product and Content teams to maximize outcomes from Total Search strategies.
• Experience managing both paid and/or organic search programs for large enterprises.
• Collaborative spirit and disposition with internal and external constituencies.
• Familiarity with Media Mix Modeling and Multi-Touch Attribution.
• Experience with Pharmaceutical industry and associated policies (plus).
• Self-starter, independent worker, and problem-solver.
• Retail experience preferred, working with Shopping campaigns and data feeds.
• Bachelor’s Degree or equivalent experience.