Senior SEM Specialist
About The Position
The Senior SEM Specialist will own and grow paid search and Google network performance for direct response brands, driving profitable customer acquisition and revenue growth. This role leads brand search campaigns across Google Ads and Microsoft Advertising and scales direct response acquisition across YouTube, Display, Demand Gen, Performance Max, and Shopping. The specialist owns the full campaign lifecycle, from setup and tracking through testing, optimization, and scaling, using data and reliable measurement to guide decisions. The role is expected to take full ownership of results, proactively identify growth opportunities, and serve as the paid search expert for a fast-moving direct response business. It works with CRO, landing page, development, and leadership teams to improve campaign performance and measurement. The position is hybrid in Woodland Hills, California. The base salary range is $85,386.82–$99,284, with potential annual and monthly KPI bonuses.
Requirements
- Strong ownership and accountability for results.
- Proactive, self-starter mindset with a bias toward action and growth.
- Expert-level knowledge of Google Ads and Microsoft Advertising.
- Deep understanding of direct response marketing principles and performance KPIs.
- Technical proficiency with pixel and CAPI tracking, Google Tag Manager, and UTM tracking.
- Working knowledge of GA4 and multi-channel attribution.
- Strong mathematical and analytical skills, including advanced Excel or Google Sheets.
- Test-and-learn mindset and solid grasp of split-test design and statistical significance.
- Excellent written and verbal communication skills.
- Ability to work in a fast-paced environment and manage multiple priorities.
- At least 5 years of hands-on paid search experience managing Google Ads and Microsoft Advertising (Bing) accounts.
- Proven experience running direct response YouTube campaigns.
- Hands-on experience across Display, Video, Demand Gen, and Performance Max.
- Hands-on experience implementing and troubleshooting pixel and CAPI tracking, GTM, and UTM tracking.
- Track record of owning campaigns from setup through optimization and scaling spend profitably.
- Bachelor’s degree.
Nice To Haves
- Bachelor’s degree in Marketing, Business, or a related field.
- Experience in direct-to-consumer e-commerce, ideally in health and wellness or beauty.
- Experience managing high-spend, multi-brand accounts.
- Familiarity with SQL or BI tools such as BigQuery or Looker Studio.
- Working knowledge of Salesforce.
- Google Ads certifications in Search, Video, or Display.
- Microsoft Advertising certification.
Responsibilities
- Manage brand search campaigns across Google Ads and Microsoft Advertising, including account structure, setup, launch, bidding, and ongoing optimization.
- Protect and grow branded search by monitoring impression share, competitor and affiliate bidding, and brand query trends; manage negative keywords and search term mining.
- Plan, launch, and scale direct response YouTube campaigns focused on efficient CPA and ROAS.
- Manage campaigns across Google Display, Video, Demand Gen, Performance Max, and Shopping.
- Own Google Merchant Center accounts and Shopping product feeds; maintain accurate product data, pricing, and availability, and troubleshoot feed errors, disapprovals, and account issues.
- Own conversion tracking and measurement, including implementation and QA of pixels, Conversion API (CAPI) and server-side tracking, Enhanced Conversions, and offline conversion imports.
- Build and maintain tags, triggers, and variables in Google Tag Manager, and partner with development teams to troubleshoot tracking discrepancies.
- Establish and enforce UTM tracking standards and naming conventions for consistent attribution across platforms and analytics.
- Design and run structured split tests across ad copy, landing pages, bidding strategies, audiences, and creative; translate results into scalable improvements.
- Manage bidding strategies, budgets, and pacing to meet efficiency and volume goals.
- Collaborate with CRO and landing page teams to improve post-click conversion rates.
- Analyze and report on CPA, ROAS, CVR, AOV, and new customer volume, delivering insights and recommendations to leadership.
- Identify and recommend growth opportunities involving campaign types, keywords, audiences, and platform betas.
- Stay current on Google Ads and Microsoft Advertising changes, advertising policies, and industry best practices.
Benefits
- 100% of employee-only medical, dental, and vision plan premiums covered.
- Annual and monthly performance-based bonus programs.
- 401(k) match up to 3.5% of contributions.
- Company-sponsored Employee Stock Ownership Plan (ESOP).
- Vacation accrual of up to 15 days during the first year.
- Six paid sick and mental health days.
- Employee Assistance Program, company closure dates, free weekly yoga and meditation classes, and expanded mental health benefits.
- Mentorship program, continuous learning opportunities, and performance-based pay increases.
- Charity sponsorships and community giving.
- Cell and internet reimbursement.
- Free employee products.
- Annual events.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
