Paid Search & Paid Social (PPC)
• Architect and scale campaigns across Google Ads (Search/Shopping/PMAX/YouTube), Microsoft Ads, and performance social (Meta, LinkedIn, TikTok) when useful for intent capture.
• Develop audience strategy: RLSA, CRM match lists, in-market, lookalikes, exclusions; build always-on brand defense.
• Own structure, bidding, and budgets: portfolio and value-based bidding (tROAS/tCPA), seasonality adjustments, rules/scripts.
• Product feed management for Shopping: diagnostics, schema, GMC policy compliance, and feed enrichment.
• Create and iterate landing pages with CRO best practices; run A/B and multivariate tests (copy, layout, offer).
• Build experimentation roadmaps: hypothesis → design → QA (tags, events) → run → analyze → ship learnings.
Organic Search (SEO)
• Lead technical SEO: site audits, Core Web Vitals, crawl budget, indexation, internal linking, sitemaps, robots, hreflang, canonicalization.
• Schema strategy (Product, FAQ, HowTo, Article, Organization) to win rich results and CTR.
• Content strategy with E-E-A-T: opportunity sizing, keyword clustering, content briefs, on-page optimization, topical authority mapping.
• Local SEO (GBP/“Google Business Profile”): listings, NAP consistency, reviews, and local landing pages.
• Ethical link acquisition: digital PR, partnerships, and high-quality editorial placements.
Measurement & Insight
• Implement and maintain GA4, Google Tag Manager, Google Ads Conversions/Enhanced Conversions, Microsoft UET; ensure server-side tagging where applicable.
• Create a clean source-of-truth model for CAC/ROAS/CPL with UTMs, offline conversion imports, and CRM integration.
• Build dashboards (Looker Studio/Power BI) and weekly insight packs with clear actions, not just charts.
• Own attribution sanity: triangulate GA4, ad platform data, and simple MMM/baseline tests for budget decisions.
Collaboration
• Partner with Product & Sales to align funnel stages, offers, and lead qualification.
• Work with Creative to brief ad/LP concepts; with Web Engineering on SEO/UX fixes; with RevOps on lifecycle and lead routing.
• Champion privacy-first growth: consent management, data minimization, and compliance with GDPR/CCPA.
Success Metrics (you’ll help set targets)
• Paid: ROAS, tROAS goal attainment, CAC/CPL vs. target, CTR, CVR, Quality Score, Impression Share (absolute top for brand), incremental lift tests.
• Organic: Non-brand organic sessions, share of voice on priority clusters, ranking distribution, revenue/assisted conversions, CWV pass rate, index coverage & error resolution velocity.
• CRO: Lift per experiment, win rate, learning velocity, and revenue impact per 100 sessions.
• Ops: Tag health score, dashboard adoption, forecast accuracy (±10–15% vs. actuals).
What You’ll Bring
• 4–7 years hands-on in mixed SEO + PPC roles; you’ve directly managed $500k–$5M+ annual spend.
• Fluency with: Google Ads (including PMAX), Microsoft Ads, SA360 or equivalent, GMC, GA4, GTM, Search Console, Bing WMT, Looker Studio, Hotjar/Clarity, Optimizely/VWO/Google Optimize successor, Screaming Frog/Sitebulb, Ahrefs/Semrush, Sheets/Excel.
• Strong CRO and landing page chops; working knowledge of HTML/CSS basics and site performance fundamentals.
• Comfortable building forecasts, cohort analyses, and test plans; you can tell a story with data and call decisions.
• Clear, concise communicator; bias to action; documented track record of moving core business KPIs.
Nice to Have
• Server-side tagging, BigQuery, Python for analysis, or lightweight SQL.
• Experience with Shopify/Headless CMS, Webflow, or modern React-based stacks.
• B2B lead gen and e-commerce experience.
• International SEO (hreflang), multi-subdirectory architecture, and marketplace feeds.
