Director of Paid Search & Conversion Rate Optimization

Campaign Management & Execution

• Manage the paid search budget, allocating spend strategically across campaigns to maximize ROI, scale our search investment efficiently, and meet channel growth targets.
• Manage bidding and geographic targeting changes, including data processes for strengthening algorithmic targeting and reach.
• Conduct ongoing monitoring and optimization of keywords, ads, assets, and audiences, including leveraging A/B testing tools to drive continuous improvement.
• Track and continuously improve critical KPIs, including lead volume, cost per lead, return on ad spend, quality scores, and more.
• Lead efforts to scale existing campaigns and/or develop new ones.
• Monitor and report on competitor paid search activity and market trends to identify new opportunities and threats.

Conversion Rate Optimization

• Lead our approach to improving conversion rates from paid traffic, treating landing page optimization as a core driver of SEM performance.
• Lead research and idea generation, develop requirements and/or guidance for internal and external partners, and oversee page development, testing, implementation, and measurement.
• In some cases you will design and implement the tests yourself using our CMS and/or internal staff support. In others you will collaborate across both internal and external partners.
• Own monitoring and reporting on those ongoing CRO experiments, and also own ensuring that landing page tests do not negatively impact user experience or Google quality scores.

Strategic Planning, Collaboration & Communication

• Given that SEM performance is deeply connected to lead quality, conversion rates, and lifetime value, this role requires close partnership with Sales and Customer Success leaders.
• You will also work with our product team to ensure alignment as we expand into new keyword/product categories.
• As part of that collaboration, you will build and maintain weekly & monthly reports for key stakeholders and the leadership team. This includes presenting performance insights and recommendations from a framework that focuses on business outcomes.
• And when appropriate, you will support efforts to test new digital channels like paid social, local service ads, and SEO.

What Success Looks Like in Year One

• Lead strong top line revenue growth from our SEM/PPC channel while maintaining or improving contribution ROI.
• Build strategic plan for years two and three to ensure strong growth roadmap for search channel.
• Strengthen and automate our business intelligence tools to support day to day campaign management as well as leadership decision making.
• Develop stronger attribution infrastructure to support detailed campaign budgeting and bidding.
• Support and collaborate on several key internal initiatives that will require us to experiment with and innovate on our search marketing tactics.
• Increase the throughput on CRO testing cycles and build a clear roadmap for future tests.

What We're Looking For

• Minimum of 4 years of experience focused on Paid Search Marketing (SEM/PPC), with at least 1 year in a leadership or Director-level capacity.
• Deep expertise in Google Ads, including Search, Display, and Performance Max campaign types.
• Proven track record of managing significant advertising budgets and delivering measurable growth and ROI improvements.
• Landing page optimization experience, including developing and measuring landing page experiments.
• Strong analytical skills and a willingness to learn new data analysis tools, including the ability to lead our efforts to continuously improve analysis, conversion tracking, and attribution.
• Excellent communication skills with the ability to present complex data and insights to executive leadership.
• Experience with, or willingness to learn, CMS tools and basic HTML/tagging to support CRO efforts and conversion tracking.

What You'll Gain

• Hands-on ownership of a high-impact marketing channel.
• Mentorship from senior leadership and collaboration with top marketing professionals.
• A competitive salary, dependent on experience and location.
• Fully remote role with a collaborative, supportive team.
• Comprehensive Benefits package, including:
• 3 weeks paid time off + 9 holidays (& your birthday off!)
• Health, vision, and dental coverage options
• Annual paid volunteer day to give back
• Significant tutoring discounts for family members
• Access to our Employee Engagement & Rewards Platform, offering: Gift cards to top retailers, Charitable donation opportunities, Extra vacation days, & Personalized gifts