Senior Demand Generation Manager

Overview

At F5, we strive to bring a better digital world to life. Our teams empower organizations across the globe to create, secure, and run applications that enhance how we experience our evolving digital world. We are passionate about cybersecurity, from protecting consumers from fraud to enabling companies to focus on innovation. Everything we do centers around people, prioritizing a diverse F5 community where each individual can thrive.

Position Summary:

The Senior Manager, Paid Search (SEM) leads the global paid search strategy and execution to drive pipeline, revenue, and customer acquisition. This role acts as the strategic owner of the paid search channel, translating business goals into actionable programs with measurable impact across the customer journey. It is a key part of F5’s holistic search program, partnering with SEO to create an intent-driven approach that maximizes visibility, efficiency, and performance across paid and organic channels.

Success in this role requires strong ownership, strategic thinking, data-driven decision-making, and clear, proactive communication with stakeholders.

• Define and lead the global paid search strategy, aligned with business objectives, GTM priorities, and revenue goals
• Own end-to-end paid search performance, including pipeline contribution, conversion metrics, cost efficiency, opportunity identification, stakeholder alignment, and optimization
• Develop and manage campaign strategies across keywords, audiences, bidding models, and budget allocation
• Oversee campaign execution, ensuring accuracy, quality, and adherence to best practices across platforms and regions
• Monitor and analyze campaign performance, identify trends, and drive ongoing optimization based on data and insights
• Establish and manage forecasting, budget pacing, and performance expectations to maximize business impact
• Lead the development and execution of a structured testing roadmap across ad creative, landing pages, targeting, and bidding strategies
• Drive continuous improvement through performance testing and optimization
• Partner with SEO teams to deliver a unified holistic search strategy, aligning keyword strategy, content priorities, and performance measurement across channels
• Collaborate with Product Marketing, Content, Web, and Analytics teams to align messaging, landing pages, and conversion strategies with user intent
• Manage agency partners and ensure accountability for campaign execution, reporting, and performance outcomes
• Establish and maintain operational processes, including campaign governance, documentation, and workflow standards
• Provide regular reporting and insights to stakeholders, including weekly, monthly, and quarterly performance updates
• Clearly communicate strategy, performance, risks, and opportunities to cross-functional partners and leadership
• Drive prioritization of initiatives based on business impact, focusing on high-value opportunities
• Identify operational or strategic gaps and independently drive solutions to improve performance and scalability

Knowledge, Skills and Abilities:

• Deep expertise in paid search strategy, campaign management, and optimization within platforms such as Google Ads
• Strong understanding of modern paid search capabilities, including automation, audience targeting, and value-based bidding approaches
• Ability to translate business goals into data-driven marketing strategies and execution plans
• Strong analytical and problem-solving skills with the ability to interpret performance data and drive actionable insights
• Experience with analytics tools such as Adobe Analytics, Google Analytics, Tableau, or similar platforms
• Proven ability to operate with a high degree of ownership and accountability, driving initiatives forward independently
• Strong prioritization skills to manage multiple priorities in a fast-paced environment
• Excellent written and verbal communication skills; ability to present complex information clearly
• Ability to communicate proactively with stakeholders, providing transparency into performance and progress
• Strong collaboration and relationship-building skills with cross-functional teams including SEO, Product…