Senior Search Marketing Manager

EF Student Tours is seeking a driven, collaborative, growth-oriented Senior Manager, Search to join our Growth Marketing team.

In this role, you'll own search performance end to end—paid search (PPC), AI search and discovery, and organic search strategy in partnership with stakeholders. You'll lead acquisition strategy, evaluate and test AI search experiences, and work across teams to turn search intent into useful, high-performing digital experiences. Your work will help grow qualified traffic, improve conversion, and accelerate customer growth across EF Educational Tours (ET), EF Explore America (EA), and EF Tours for Girls (TFG).

The Growth Marketing team is customer-first, growth-minded, and collaboration-forward. We develop strategies and solutions that help more students and teachers explore the world—and bring us closer to making travel-based learning essential to education.

• Own the search acquisition strategy and performance roadmap across paid search, organic search, and AI search, aligned to growth goals and conversion targets.
• Serve as the day-to-day search owner and strategic lead, partnering with web and content stakeholders on visibility, intent coverage, and landing-page relevance.
• Align search plans with paid media, organic, and owned-channel strategies.
• Build performance narratives, forecasts, and priorities for leadership, connecting search activity to business outcomes.

• Own EF's AI search and discovery strategy. Track how ChatGPT Search, Google AI Overviews and AI Mode, Perplexity, and Microsoft Copilot shape customer discovery and search behavior.
• Evaluate platform experiences, user journeys, competitive activity, and advertising products; turn findings into recommendations, priorities, and a practical roadmap.
• Partner with SEO, content, web, analytics, and marketing teams to improve EF's visibility and usefulness in AI-driven discovery.
• Establish measurement using indicators such as brand mentions and citations, share of voice or visibility, referral sessions, engagement, conversions, and lead quality. Use tools such as Google Search Console, GA4, and relevant AI-visibility monitoring platforms.
• Build and own a test roadmap for paid opportunities in AI search. Design pilots with clear hypotheses, budgets, success measures, and readouts as advertising products launch.
• Recommend whether to scale, refine, or stop tests based on results, and share learnings to guide investment and strategy.

• Manage, review, and optimize Google Ads and Microsoft Advertising accounts across EF Educational Tours, EF Explore America, and EF Tours for Girls.
• Own campaign structure, targeting, audience development, and keyword strategy, including building and maintaining large keyword lists.
• Manage bids, budget caps, impression share, Quality Score, and other efficiency and growth metrics.
• Identify and execute opportunities across campaign types and features, including keyword expansion, match strategy, audience development, testing, and incremental acquisition.
• Use paid and organic traffic strategically to maximize paid-media investment and overall search performance.

• Partner with web, UX, analytics, and creative teams to ensure the website experience reflects search intent and improves conversion at each step of the journey.
• Own a continuous conversion rate optimization (CRO) practice for search traffic, including the landing-page testing plan, hypothesis development, test design, and performance readouts.
• Use search queries, audience behavior, and on-site analytics to improve page content, messaging, user experience, and technical performance.
• Ensure landing pages support SEO and paid-search performance through relevance, speed, mobile usability, clarity, and effective conversion paths.

• Work with business analytics, media, marketing strategy, and web teams to assess historical and current performance and recommend future strategies and optimizations.
• Deliver regular reporting across paid, organic, and AI search tests and on-site conversion metrics—what happened, why it happened, and what comes next.
• Manage timelines, testing calendars, and stakeholder communications to keep search and website work streams moving.

• 6+ years of experience owning and…