Senior SEM Manager

Details

• 7+ years of hands-on paid search / SEM experience in a B2B SaaS or dual B2C/B2B environment
• Proven experience managing paid search across both a PLG/self-serve and a sales-assisted motion — not just one or the other
• Track record of managing large budgets with direct accountability to pipeline and revenue outcomes
• Experience building and scaling experimentation programs in paid search
• Expert-level proficiency in Google Ads, Microsoft Ads, SA360, and GA4
• Strong command of B2B attribution and Salesforce-integrated reporting
• Actively uses AI tools to accelerate workflow and build smarter processes
• Analytically rigorous — you connect search metrics to business outcomes, not just channel KPIs
• Strong communicator who can influence senior stakeholders with clear, data-backed recommendations
• Equally comfortable at the strategic and executional level
• Own and drive the global paid search strategy across Google Ads, Microsoft Ads, and emerging search platforms (including AI-powered search surfaces like SGE/Perplexity)
• Develop and maintain a paid search roadmap that maps to both Self-Serve (trial starts, direct conversions) and Sales-Assist (MQL, SQL, pipeline) KPIs simultaneously
• Balance B2C buying behavior (individual users, prosumers, families) with B2B buying cycles (SMB through Enterprise), tailoring bidding, messaging, and landing experiences accordingly
• Lead the evolution of paid search strategy as 1Password scales into new markets, products, and customer segments
• Execution & Optimization: Own end-to-end campaign management: keyword strategy, audience segmentation, bid management, ad copy, and landing page alignmentDrive ongoing optimization across CAC, ROAS, MQL volume, pipeline contribution, and LTV signals, with clear visibility into both PLG and SLG performanceBuild and manage a rigorous experimentation program — continuous A/B testing of creative, landing pages, offers, and audience segmentsPartner closely with the Web team to ensure paid search landing experiences convert efficiently for both self-serve and sales-assisted paths
• Own end-to-end campaign management: keyword strategy, audience segmentation, bid management, ad copy, and landing page alignment
• Drive ongoing optimization across CAC, ROAS, MQL volume, pipeline contribution, and LTV signals, with clear visibility into both PLG and SLG performance
• Build and manage a rigorous experimentation program — continuous A/B testing of creative, landing pages, offers, and audience segments
• Partner closely with the Web team to ensure paid search landing experiences convert efficiently for both self-serve and sales-assisted paths
• AI as a Builder:Actively leverage AI tools (e.g. Google Ads AI features, Performance Max, broad match + smart bidding, ChatGPT, Gemini, Dust, etc.) to accelerate and enhance every dimension of the paid search workflowBuild AI-assisted processes for keyword research, competitive analysis, ad copy generation and testing, search term mining, and performance reportingStay ahead of how generative AI and LLM-based search (Google AI Overviews, Perplexity, Bing Copilot) are reshaping the paid search landscape — and adapt strategy accordinglyChampion AI adoption within the broader performance marketing team, sharing learnings and frameworks
• Actively leverage AI tools (e.g. Google Ads AI features, Performance Max, broad match + smart bidding, ChatGPT, Gemini, Dust, etc.) to accelerate and enhance every dimension of the paid search workflow
• Build AI-assisted processes for keyword research, competitive analysis, ad copy generation and testing, search term mining, and performance reporting
• Stay ahead of how generative AI and LLM-based search (Google AI Overviews, Perplexity, Bing Copilot) are reshaping the paid search landscape — and adapt strategy accordingly
• Champion AI adoption within the broader performance marketing team, sharing learnings and frameworks
• Analytics & Attribution:Partner with Marketing Analytics and Revenue Operations to ensure accurate attribution across both PLG (trial-to-paid) and SLG (MQL-to-opportunity-to-closed-won) funnelsOwn forecasting and budget pacing for the paid search channel, with clear reporting on contribution to pipeline and ARRBuild fluency across GA4, SA360, Salesforce, and self-serve analytics tools to tell the full funnel story
• Partner with Marketing Analytics and Revenue Operations to ensure accurate attribution across both PLG (trial-to-paid) and SLG (MQL-to-opportunity-to-closed-won) funnels
• Own forecasting and budget pacing for the paid search channel, with clear reporting on contribution to pipeline and ARR
• Build fluency across GA4, SA360, Salesforce, and self-serve analytics tools to tell the full funnel story
• Cross-Functional Partnership:Work closely with Global Campaigns, SEO/GEO and Growth Web to align on messaging, offer strategy, and conversion paths tailored to each motionServe as the paid search subject matter expert in demand gen planning cycles, QBRs, and budget conversationsManage agency and vendor relationships where applicable, holding partners to high performance standards
• Work closely with Global Campaigns, SEO/GEO and Growth Web to align on messaging, offer strategy, and conversion paths tailored to each motion
• Serve as the paid search subject matter expert in demand gen planning cycles, QBRs, and budget conversations
• Manage agency and vendor relationships where applicable, holding partners to high performance standards
• Own end-to-end campaign management: keyword strategy, audience segmentation, bid management, ad copy, and landing page alignment
• Drive ongoing optimization across CAC, ROAS, MQL volume, pipeline contribution, and LTV signals, with clear visibility into both PLG and SLG performance
• Build and manage a rigorous experimentation program — continuous A/B testing of creative, landing pages, offers, and audience segments
• Partner closely with the Web team to ensure paid search landing experiences convert efficiently for both self-serve and sales-assisted paths
• Actively leverage AI tools (e.g. Google Ads AI features, Performance Max, broad match + smart bidding, ChatGPT, Gemini, Dust, etc.) to accelerate and enhance every dimension of the paid search workflow
• Build AI-assisted processes for keyword research, competitive analysis, ad copy generation and testing, search term mining, and performance reporting
• Stay ahead of how generative AI and LLM-based search (Google AI Overviews, Perplexity, Bing Copilot) are reshaping the paid search landscape — and adapt strategy accordingly
• Champion AI adoption within the broader performance marketing team, sharing learnings and frameworks
• Partner with Marketing Analytics and Revenue Operations to ensure accurate attribution across both PLG (trial-to-paid) and SLG (MQL-to-opportunity-to-closed-won) funnels
• Own forecasting and budget pacing for the paid search channel, with clear reporting on contribution to pipeline and ARR
• Build fluency across GA4, SA360, Salesforce, and self-serve analytics tools to tell the full funnel story
• Work closely with Global Campaigns, SEO/GEO and Growth Web to align on messaging, offer strategy, and conversion paths tailored to each motion
• Serve as the paid search subject matter expert in demand gen planning cycles, QBRs, and budget conversations
• Manage agency and vendor relationships where applicable, holding partners to high performance standards