Senior Manager, Performance Marketing, SEM

Responsibilities

• 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).
• Ensure strong campaign hygiene, naming conventions, and tracking governance (UTMs, conversion imports, offline events).
• Collaborate with Product Marketing and Content to align messaging, creative, and offers with product value propositions.
• Partner with Lifecycle and Growth Product teams to build cohesive acquisition-to-activation journeys.
• Work with Finance and RevOps on pacing, forecasting, and ROI analysis to guide data-driven budget allocation.
• Align with Sales and Regional Marketing to ensure SEM efforts support pipeline coverage and demand generation goals.
• Develop playbooks and best practices for global and regional SEM teams.
• Partner with platform reps to stay ahead of algorithm updates, betas, and emerging trends.
• Drive operational excellence through consistent QA, documentation, and performance review cadences.

Qualifications

• 8+ years of experience in SEM or performance marketing, with proven success driving measurable growth and ROI.
• Strong expertise managing large-scale multi-region paid search programs (Google + Microsoft).
• Experience optimizing for B2B SaaS or fintech pipelines with full-funnel visibility (from lead to closed-won).
• Hands-on familiarity with Marketo, Looker, SQL, Salesforce, and offline conversion tracking workflows.
• Demonstrated analytical strength — comfortable with bid modeling, forecasting, and performance attribution.
• Exceptional leadership, communication, and stakeholder management skills.