- Design and implement comprehensive Paid Search strategies, translating complex client goals into actionable SEM tactics.
- Conduct rigorous analytics to extract customer insights, model attribution, and report channel performance, explaining the "why."
- Lead the client's strategy through the AI evolution of search (SGE, Copilot).
- Aggressively test and govern AI-driven products (PMax, Demand Gen, Broad Match), ensuring automation uses the right data for incremental growth.
- Lead a proactive testing roadmap (A/B, multivariate) and use statistical evidence for optimization decisions.
- Manage high-volume budgets precisely. Accountable for forecasting, pacing, and ensuring spend contributes to client ROI.
- Collaborate with stakeholders (internal Account/Creative and external client teams) to align Paid Search with broader integrated campaigns.
- Oversee daily management of Paid Search platforms (Google, Microsoft) and vendor relationships to ensure optimal strategy.
- Foster a collaborative environment. Collaborate on streamlining processes on the insurance vertical, guide junior members on strategy, reporting insights and optimizations, ensuring high-quality output.
- Conduct deep competitor analysis to maintain client advantage.
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