Sr. Director, Search Engine Marketing (SEM)

About the role

The Senior Director of Search Engine Marketing (SEM) is a critical growth leader responsible for scaling one of the company’s largest and most efficient acquisition channels. This role owns strategy, execution, and performance across Google, Bing, and emerging search surfaces (including Shopping and app ecosystems), managing a 9-figure annual budget with clear accountability to revenue and operating income.

Responsibilities

• Own and Scale a High-Impact Growth Channel
• Define and execute a best-in-class SEM strategy across core and emerging surfaces (Google, Bing, Shopping, app acquisition, etc.)
• Manage and optimize a 9-figure SEM budget, ensuring efficient allocation of spend to maximize revenue and contribution margin
• Own SEO strategy and roadmap development, ensuring alignment between paid and organic acquisition efforts
• Manage and oversee the relationship with the company’s SEO agency, including prioritization, execution, performance management, and strategic planning
• Ensure the company maintains strong visibility across traditional search engine results as well as emerging AI-driven discovery and recommendation platforms
• Lead Automation & AI-Driven Transformation
• Identify and implement opportunities to reduce manual execution through automation and tooling
• Act as the strategic owner for AI/ML integration across SEM, including bidding, creative generation, query expansion, and performance optimization
• Build systems and processes that enable the team to operate faster, with higher leverage and improved decision-making
• Drive Growth Beyond the Ad Partner
• Cross-functionally with Product, Engineering, Design, and Lifecycle teams to improve landing page performance, conversion rates, and onboarding flows
• Identify and execute opportunities to improve the full acquisition funnel, not just media efficiency
• Influence the go-to-market strategy for new categories and products, ensuring SEM is integrated early and effectively
• Build and Lead a World-Class Team
• Lead, mentor, and scale a high-performing SEM team (managers through directors)
• Establish clear operating rhythms, performance expectations, and development paths
• Build a culture of experimentation, accountability, and continuous improvement
• Drive Experimentation & Insights
• Develop a robust testing roadmap across bidding, creative, landing pages, and funnel optimization
• Leverage data to identify growth opportunities and prioritize the highest-impact initiatives
• Regularly communicate performance, insights, and strategic recommendations to executive stakeholders
• Cross-Functional Leadership
• Partner closely with Growth, Product, Operations, Business Development, and Medical teams
• Ensure SEM insights inform broader company strategy, including pricing, packaging, and positioning
• Act as a key stakeholder in company-wide growth planning

Requirements

10+ years of experience in performance marketing with deep expertise in SEM
Proven track record managing large-scale SEM budgets ($20M+ annually) with strong ROI outcomes
Demonstrated success driving incremental revenue and efficiency gains at scale
Experience managing SEO strategy and agency relationships, with a strong understanding of organic search best practices
Strong understanding of how AI platforms and evolving search behaviors are changing consumer discovery patterns
Experience implementing automation, scripting, or AI/ML solutions within paid media workflows
Strong analytical foundation with the ability to connect channel metrics to broader business outcomes
Experience influencing product, UX, and lifecycle strategies to improve conversion and retention
Exceptional leadership skills with experience managing and developing senior team members
Strong communicator with the ability to align cross-functional stakeholders and executive teams

Qualifications

Master's degree in Computer Science, Marketing, Business Administration, or related field
Certified in SEM or equivalent experience

Skills

• Deep expertise in SEM
• Strong operator instincts
• Ability to influence product, brand, and go-to-market strategy
• Experience with automation, AI, and machine learning
• Strong analytical foundation
• Experience with SEO strategy and agency management
• Strong communication and leadership skills

Benefits

• Competitive salary & equity compensation for full-time roles
• Unlimited PTO, company holidays, and quarterly mental health days
• Comprehensive health benefits including medical, dental & vision, and parental leave
• Employee Stock Purchase Program (ESPP)
• 401k benefits with employer matching contribution
• Offsite team retreats