Senior Manager, Paid Search Marketing

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Job Overview

The Senior Manager, Paid Search Marketing at Upwork will spearhead the development and execution of strategic paid search campaigns to enhance brand visibility, drive customer acquisition, and maximize return on investment. This leadership role requires an analytical mindset combined with creativity to optimize search engine marketing (SEM) initiatives, manage cross-functional teams, and report on campaign performance. The Senior Manager will also collaborate closely with product marketing, analytics, and other departments to ensure alignment with broader marketing goals and strategies.

Job Responsibilities

• Lead the strategy, implementation, and optimization of paid search campaigns across various search engines.
• Utilize analytics tools to track, report, and analyze campaign performance metrics and KPIs.
• Manage budgeting and bidding strategies to maximize ad spend efficiency and effectiveness.
• Collaborate with cross-functional teams, including content, SEO, and product marketing to ensure cohesive marketing strategies.
• Conduct keyword research to inform campaign structure and targeting.
• Stay abreast of industry trends, competitive landscape, and emerging technologies in paid search.
• Mentor and lead a team of SEM specialists, providing guidance and support in their professional development.
• Develop annual and quarterly roadmaps for paid search initiatives in alignment with overall business objectives.

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
• Minimum of 5 years of experience in paid search marketing, with at least 2 years in a managerial role.
• Proficiency in advertising platforms such as Google Ads, Bing Ads, and analytics tools like Google Analytics.
• Strong analytical skills with the ability to interpret data and translate insights into actionable strategies.
• Experience with A/B testing and conversion rate optimization techniques.
• Excellent leadership and communication skills, with the ability to manage cross-functional relationships effectively.
• Ability to work in a fast-paced, dynamic environment with a proactive mindset.

Technologies & Tools

The Senior Manager will utilize a variety of technologies and tools to enhance paid search marketing efforts. Key tools include Google Ads Manager for campaign execution, Google Analytics for performance tracking, and various keyword research tools such as SEMrush or Moz. Additionally, familiarity with marketing automation platforms and dashboarding tools will be advantageous for efficient reporting and team collaboration.

Ideal Candidates

Ideal candidates for this position will possess a strong blend of strategic thinking and tactical execution abilities. They should demonstrate a deep understanding of search engine marketing dynamics and how they integrate with overall marketing strategies. A collaborative spirit and the ability to inspire and lead a team while achieving impeccable results are essential. Furthermore, a penchant for continuous learning and staying updated with industry trends will set candidates apart as a perfect fit for this role within Upwork's dynamic marketing team.