Google Advertising Channel Manager

Trek•Waterloo, WI

About The Position

We are looking for a visionary and data-driven Google Advertising Channel Manager to own and lead our Google advertising channel across all global markets. This is a senior leadership role responsible for defining and driving the overarching strategy across all Google advertising properties — including Search, Display, YouTube, Performance Max, Shopping, and Demand Gen — while partnering with a team of regional implementation specialists who execute campaigns in local markets. While this is a strategic leadership role, this leader should be comfortable going in-platform when needed to guide strategy and coach team members. This role sits at the intersection of strategy, innovation, execution, and leadership, and requires a leader who can think globally while empowering teams to execute locally.

Requirements

10+ years of experience in digital marketing, with at least 7 years of hands-on Google Ads expertise across multiple properties.
5+ years of experience managing global or multi-market paid media programs at scale.
Proven track record of leading and developing high-performing, geographically distributed teams.
Deep expertise in Google Ads platform, including Search, Display, YouTube, Performance Max, AI Max, Shopping, and Demand Gen.
Strong analytical skills with experience using tools such as Google Analytics 4, Looker, or similar BI platforms.
Experience managing large-scale advertising budgets ($2M+) across multiple markets.
Excellent communication and stakeholder management skills, with the ability to present to senior leadership.

Nice To Haves

Google Ads certifications across multiple properties.
Experience working with a Google Premier Partner or directly with a Google account team.
Background in both B2B and B2C advertising strategies.

Responsibilities

Channel Strategy & Ownership: Own the end-to-end global Google advertising strategy across all properties, including Google Search, Display Network, YouTube, Performance Max, Shopping, and Demand Gen campaigns. Define channel vision, goals, KPIs, and performance benchmarks aligned with overall business objectives. Stay ahead of Google product updates, algorithm changes, and beta opportunities, ensuring the organization maintains a competitive edge. Develop global playbooks, frameworks, and best practices that guide regional implementation teams.
Global Team Leadership: Lead, mentor, and develop a globally distributed team of Google advertising implementation specialists across multiple markets. Foster a culture of collaboration, innovation, accountability, and continuous learning across regions. Serve as the primary escalation point and subject matter expert for all Google advertising initiatives globally. Partner with regional marketing leads to ensure global strategy is adapted appropriately for local market nuances.
Budget Management: Own and manage the global Google advertising budget, ensuring effective and efficient allocation of spend across all markets, campaigns, and properties. Develop annual and quarterly budget plans in partnership with Finance and regional marketing leadership, aligning investment levels with strategic priorities and business goals. Establish a global budget governance framework, defining clear processes for budget requests, approvals, reallocations, and reporting across regional teams. Monitor pacing and spend performance across all markets in real time, proactively identifying over- or under-spend and making data-driven adjustments to maximize return on investment. Lead budget forecasting and scenario planning exercises, modeling the potential impact of investment changes on key performance metrics across markets. Partner with regional implementation specialists to ensure local budget execution aligns with global strategy and approved spend plans. Deliver regular budget performance reports to senior leadership, providing clear visibility into spend, efficiency, and ROI across all markets and properties. Identify opportunities to improve cost efficiency across the channel, including through audience optimization, bid strategy refinement, and smarter budget distribution across the funnel.
Performance & Optimization: Establish a global performance measurement framework, ensuring consistent reporting and analytics across all markets. Monitor channel performance holistically, identifying trends, opportunities, and areas for improvement across regions. Drive budget allocation decisions across markets and campaign types to maximize global ROI and efficiency. Champion a rigorous test-and-learn culture, overseeing structured experimentation across markets to accelerate learnings.
Cross-Functional Collaboration: Partner closely with Creative, Analytics, Product, and regional Marketing teams to ensure cohesive campaign execution. Act as the internal Google evangelist, educating stakeholders on channel capabilities, innovations, and performance. Collaborate with the Google partnership team to leverage platform betas, insights, and co-marketing opportunities.