Associate Director, Paid Search

We're seeking an analytical Associate Director of Paid Search to lead the strategy and implementation for a key client in the insurance vertical. As the dedicated subject matter expert, you will architect the paid search roadmap and ensure flawless execution. This role involves aligning search strategy with client objectives and overall digital strategy, collaborating with a cross-functional team (Account, Creative, Media, and Measurement), and leading platform approach, content distribution, and community management across Google, Microsoft, and other ecosystems.

Data-Driven Strategy & Execution

• Strategy: Design and implement comprehensive Paid Search strategies, translating complex client goals into actionable SEM tactics.
• Analytics: Conduct rigorous analytics to extract customer insights, model attribution, and report channel performance, explaining the "why."
• AI & Future-Proofing: 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.
• Optimization: Lead a proactive testing roadmap (A/B, multivariate) and use statistical evidence for optimization decisions. Monitor industry activity for opportunities.

Financial Stewardship: Manage high-volume budgets precisely. Accountable for forecasting, pacing, and ensuring spend contributes to client ROI.

Cross-Functional Leadership

• Integrated Planning: Collaborate with stakeholders (internal Account/Creative and external client teams) to align Paid Search with broader integrated campaigns.
• Platform Management: Oversee daily management of Paid Search platforms (Google, Microsoft) and vendor relationships to ensure optimal strategy.
• Team Guidance: 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. Provide thought leadership across the Paid Search team. 

Insights & Innovation

• Competitive Intelligence: Conduct deep competitor analysis to maintain client advantage.
• Trend Application: Monitor Paid Search tools/automation trends, applying them to boost client performance.

The "Data" Requirement

• Analytical Mindset: Must guide complex reporting and identify optimization opportunities in large datasets.
• Excel Mastery: High proficiency with Microsoft Excel (financial modeling, complex formulas, pivot tables) is required.
• AI Fluency: Understand Generative AI/LLMs and manage the shift from keyword-based to intent-based/predictive modeling.

Tech Stack: Conversant in Paid Search analytics, emerging formats, and enterprise automation tools (e.g., Fluency, SA360, Kenshoo/Skai, Marin).

Professional Experience

• Experience: 6–8 years of Paid Search strategy and execution experience.
• Management: Proven experience managing high-budget campaigns
• Education: Bachelor’s degree in Marketing, Communications, Advertising, or equivalent work experience.
• Industry: Experience on health insurance client or healthcare industry is a plus.

Leadership & Soft Skills

• Strategic Thinker: A big-picture thinker with a proven ability to drive execution. You can see the forest and the trees.
• Communication: Excellent verbal, writing, and presentation skills. You can defend your data and strategy to stakeholders.
• Problem-Solving: Expert problem-solving and issue-resolution skills. You are a self-starter who can work independently in a dynamic environment.
• Collaboration: A positive outlook, excited about supporting teammates to drive success as a collective.

Thought Leadership: An innovative leader who participates in developmental POVs for the Paid Search team and organization at large.

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At MERGE, we’re committed to fostering an environment where our team members can thrive in both their careers and personal lives, ensuring they feel supported and empowered to succeed.

MERGE believes in transparency and equity. In accordance with state regulations, we’re proud to include salary ranges in our job postings to ensure fair compensation practices.

The salary range for this role is [$98,323-$117,988], based on the individual’s skills, experience, qualifications, location, and other relevant factors. The salary pay range is subject to change and may be modified at any time.  

MERGE is proud to invest in benefits that include meaningful Medical, Dental, Vision, Life Insurance, 401K, Lifestyle Spending Account, Employer Paid Life & Disability Insurance, Flexible Time off & Holidays plus many other benefits and rewards.

Applicants for employment in the US must have work authorization that does not now or in the future require sponsorship of a visa for employment authorization in the United States.