Senior Manager, Search Engine Marketing

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$/yr - $/yr

As Senior Manager of Search Engine Marketing (SEM), you'll own one of our highest-impact growth channels at a pivotal inflection point. You'll have the autonomy to shape paid search strategy from the ground up—building the systems, experiments, and technical foundation that will scale our customer acquisition for years to come. This role goes beyond campaign management: you'll be a strategic partner to Growth leadership, directly influencing how we allocate millions in media investment and how we think about customer intent, lifetime value, and channel efficiency.

You'll lead the strategic evolution from cost-per-transaction to sophisticated value-based bidding models, positioning SEM as a full-funnel growth driver that integrates tightly with lifecycle, product, and brand initiatives.

• Manage Alloy's paid search program end-to-end with hands‑on, keyboard-level execution across campaign structure, keyword strategy, bidding, budgeting, creative testing, and landing page optimization
• Lead strategic optimization efforts, transitioning bidding strategies from cost-per-transaction models to sophisticated value-based bidding that optimizes for LTV and customer quality
• Maintain the technical foundation for SEM—including tracking, tagging, UTMs, offline conversion imports, API integrations, and QA—to ensure accurate, reliable data
• Perform rigorous marketing QA to ensure data flow and tracking accuracy across all platforms, proactively identifying and resolving discrepancies
• Operate with a bias for action, prioritizing speed and iteration to balance precision with momentum and unlock step‑change improvements in performance
• Build and run disciplined experimentation frameworks with structured test design and statistical rigor, including incrementality tests, bidding model evaluations, creative/ad‑copy tests, and measurement improvements

• Partner with Growth leadership to set the strategic direction for paid search, then own execution by identifying growth opportunities, optimizing channel mix, and improving efficiency against CAC, ROAS, and LTV goals
• Position SEM as a full‑funnel channel, developing advanced intent frameworks that map queries to customer lifecycle stages and ensuring tight integration with landing page strategy, lifecycle marketing, and broader funnel initiatives
• Translate business objectives into channel strategies, forecasts, and clear insights that inform Growth leadership with hypothesis-driven, measurement-driven thinking
• Partner closely with Analytics, Engineering, Product, Creative, and Brand teams to ensure attribution accuracy, proper event tracking, and scalable automation (scripts, rules, feeds) across Google and Bing
• Communicate technical requirements clearly to data engineers, collaborating on API integrations, conversion tracking implementations, and data pipeline development
• Build strong cross-functional relationships to ensure channels evolve with business needs and insights are shared effectively across teams

• Continuously monitor and adapt to platform algorithm changes, privacy updates, and AI-driven optimization features, proactively adjusting strategy to protect and expand efficiency
• Develop deep expertise in the AI ecosystem powering modern search platforms, understanding how machine learning models inform bidding, targeting, and creative optimization
• Leverage platform AI capabilities strategically while maintaining hands‑on control of critical optimization levers
• Design audience signal architecture and conversion value structures that optimize for algorithmic learning in privacy-constrained environments

• Take full ownership of channel outcomes, proactively diagnosing issues and implementing solutions without prompting
• Apply measurement-driven thinking to analyze performance trends with analytical rigor, separating signal from noise to iterate across bidding,…