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Responsibilities
Campaign Strategy, Execution, and Automation:
- Develops, launches, and manages high-impact paid search campaigns across Google Ads and Microsoft Ads tailored to DTC consumer journeys.
- Implements data-driven campaign optimizations, adjusting keyword bids, audience segments, creative assets, and budget allocations to maximize ROAS, CAC, and LTV.
- Leverages advanced search automation tools, including Performance Max, AI-driven Smart Bidding, SA360, and DSAs, alongside manual bid strategies to maximize efficiency.
- Conducts continuous A/B testing on ad messaging, responsive search ads, landing pages, and audience targeting to generate incremental growth.
Analytics, Attribution, and Media Budget Forecasting:
- Prepares, analyzes, and presents client-facing performance reports utilizing Google Analytics, Looker Studio, and multi-touch attribution platforms.
- Monitors daily budget pacing, spend allocation, and account profitability across multiple DTC brands to prevent overspending and catch performance gaps early.
- Forecasts monthly and quarterly media spend based on historical performance data, retail seasonality, and aggressive growth targets.
- Leverages first-party data integrations and third-party audience segments to refine retargeting and acquisition campaigns.
Client Strategy, Cross-Functional Collaboration, and Creative Innovation:
- Serves as the primary Paid Search Subject Matter Expert on client strategy calls, presenting performance reports, strategic shifts, and growth ideas.
- Partners cross-functionally with Client Services, Paid Social, Lifecycle Marketing, CRO, and Web Development teams to ensure holistic brand alignment.
- Writes, tests, and iterates compelling ad copy optimized for DTC buyer psychology, coordinating with creative teams to deploy high-converting visual and video assets.
- Educates internal teams and external client stakeholders on emerging search engine marketing trends, platform algorithm updates, and media buying innovations.
Required Qualifications:
- Proven hands-on experience building, launching, managing, and optimizing paid search campaigns across Google Ads and Microsoft Ads.
- Demonstrated track record driving performance against core DTC metrics including ROAS, CAC, LTV, conversion rate, and online revenue growth.
- Advanced expertise in manual and automated bid strategies, keyword management, audience targeting, budget pacing, and continuous A/B testing.
- Strong proficiency using Google Analytics and reporting software to translate complex campaign metrics into actionable strategic insights.
- Excellent written and verbal English communication skills, with confidence leading client presentations, explaining performance data, and recommending strategic pivots.
- Demonstrated ability to work smoothly with Client Services, CRO, email marketing, creative, and technical development teams.
- Full-time availability to work standard US Eastern business hours.
- Dedicated, quiet home office, high-performance computer setup, and a stable, high-speed internet connection.
Preferred Qualifications:
- Official Google Ads and Microsoft Ads Professional Certifications.
- Prior experience managing multi-account paid search strategy within an agency setting.
- Hands-on experience with Search Ads 360, Performance Max, and advanced programmatic search platforms.
- Advanced proficiency with Looker Studio dashboard design and first-party customer data platforms.
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