JOB TITLE: Lead, Paid Search

DEPARTMENT: Marketing

REPORTS TO: Director, Performance Media

EFFECTIVE DATE: 10/20/2025

SUMMARY: Responsible for the strategic planning, execution, and ongoing optimization of paid search and Performance Max campaigns across Google and Bing platforms. This role requires the use of discretion and independent judgment in decision-making related to budget allocation, campaign structure, creative direction, and performance strategy. The position plays a critical role in shaping media performance, driving cross-functional alignment, and influencing broader digital marketing objectives in partnership with analytics, CRM, and content stakeholders.

DUTIES AND RESPONSIBILITIES:

• Develop and manage comprehensive paid search and Performance Max strategies that align with broader business goals and revenue targets.
• Exercise independent judgment in campaign planning, budget forecasting, and media investment decisions to meet ROAS and customer acquisition goals.
• Lead the architecture, implementation, and optimization of paid campaigns across Google Ads (Search, PMAX, YouTube, Shopping) and Bing, ensuring best practices in structure, bidding, and creative application.
• Evaluate and interpret campaign performance data to identify strategic opportunities and formulate testing roadmaps; adjust tactics and strategy based on learnings.
• Collaborate cross-functionally with analytics, CRM, and merchandising teams to interpret complex data sources and incorporate multi-touch attribution, LTV models, and audience insights into campaign strategy.
• Independently generate and present weekly and monthly reporting, inclusive of performance trends, strategic recommendations, and testing insights for leadership review.
• Partner with SEO and content leads to align paid and organic keyword strategies, influence content roadmap, and optimize user journeys across channels.
• Influence platform-level innovation and propose new initiatives to enhance media effectiveness and customer engagement.
• Stay informed on industry trends, Google Ads platform changes, and evolving best practices; proactively recommend policy or process updates accordingly.
• May be required to work extended hours, evenings, weekends, or holidays based on business needs and campaign requirements.
• Performs other related duties as assigned by management.

SUPERVISORY RESPONSIBILITIES:

• This job has no supervisory responsibilities.

QUALIFICATIONS:

• Bachelor's Degree (BA) from four-year college or university, or four or more years of related experience and/or training, or equivalent combination of education and experience.
• Certificates, licenses, and registrations required:
  1. Mandatory certifications: Google Ads Search Certification, Google Ads Shopping Certification, Microsoft Advertising Search Certification, and Microsoft Advertising Shopping Certification.
  2. Nice-to-have certifications: Google Ads Measurement Certification, Google Ads Display Certification, Google Ads Video Certification, Google Merchant Center Fundamentals, Google Analytics Certification (GA4), Microsoft Advertising Native & Display Certification, and Search Ads 360 Certification.
• Computer skills required: Microsoft Office Suite; Project Management Software, Internet Software, Spreadsheet Software, Word Processing Software, Electronic Mail Software, Presentation Software
• Other skills required:
  1. Four or more years in paid search, ideally in-house or agency
  2. Expert in Google Ads, Performance Max, and Google Analytics
  3. Google Ads & Microsoft certification
  4. Strong analytical and Microsoft Excel skills
  5. Excellent communication and presentation skills
  6. Nice-to-have:
     • Experience with feed management platforms (e.g., Feedonomics, Productsup, GoDataFeed) for optimizing product feeds for Google and Microsoft Shopping campaigns.
     • Luxury travel experience a plus

COMPETENCIES:

• Diversity - Shows respect and sensitivity for cultural differences; Promotes a harassment-free environment.
• Ethics - Treats people with respect; Keeps commitments; Inspires the trust of others; Works with integrity and ethically; Upholds organizational values.
• Adaptability - Adapts to changes in the work environment; Manages competing demands; Changes approach or method to best fit the situation; Able to deal with frequent change, delays, or unexpected events.
• Analytical - Synthesizes complex or diverse information; Collects and researches data; Uses intuition and experience to complement data; Designs work flows and procedures.
• Business Acumen - Understands business implications of decisions; Displays orientation to profitability; Demonstrates knowledge of market and competition; Aligns work with strategic goals.
• Cost Consciousness - Works within approved budget; Develops and implements cost saving measures; Contributes to profits and revenue; Conserves organizational resources.
• Customer Service - Manages difficult customer situations; Responds promptly to customer needs; Solicits customer feedback to improve service; Responds to requests for service and assistance; Meets commitments.
• Dependability - Follows instructions, responds to management direction; Takes responsibility for own actions; Keeps commitments; Commits to long hours of work when necessary to reach goals; Completes tasks on time or notifies appropriate person with an alternate plan.
• Design - Generates creative solutions; Uses feedback to modify designs; Applies design principles; Demonstrates attention to detail.
• Initiative - Volunteers readily; Undertakes self-development activities; Seeks increased responsibilities; Takes independent actions and calculated risks; Looks for and takes advantage of opportunities; Asks for and offers help when needed.
• Innovation - Displays original thinking and creativity; Meets challenges with resourcefulness; Generates suggestions for improving work; Develops innovative approaches and ideas; Presents ideas and information in a manner that gets others' attention
• Interpersonal Skills - Focuses on solving conflict, not blaming; Maintains confidentiality; Listens to others without interrupting; Keeps emotions under control; Remains open to others' ideas and tries new things.
• Judgment - Displays willingness to make decisions; Exhibits sound and accurate judgment; Supports and explains reasoning for decisions; Includes appropriate people in decision-making process; Makes timely decisions.
• Leadership - Exhibits confidence in self and others; Inspires and motivates others to perform well; Effectively influences actions and opinions of others; Accepts feedback from others; Gives appropriate recognition to others.
• Motivation - Sets and achieves challenging goals; Demonstrates persistence and overcomes obstacles; Measures self against standard of excellence; Takes calculated risks to accomplish goals.
• Oral Communication - Speaks clearly and persuasively in positive or negative situations; Listens and gets clarification; Responds well to questions; Demonstrates group presentation skills; Participates in meetings.
• Organizational Support - Follows policies and procedures; Completes administrative tasks correctly and on time; Supports organization's goals and values; Benefits organization through virtual and/or outside activities; Supports affirmative action and respects diversity.
• Planning/Organizing - Prioritizes and plans work activities; Uses time efficiently; Plans for additional resources; Sets goals and objectives; Develops realistic action plans.
• Problem Solving - Identifies and resolves problems in a timely manner; Gathers and analyzes information skillfully; Develops alternative solutions; Works well in group problem solving situations; Uses reason even when dealing with emotional topics.
• Professionalism - Approaches others in a tactful manner; Reacts well under pressure; Treats others with respect and consideration regardless of their status or position; Accepts responsibility for own actions; Follows through on commitments.
• Project Management - Coordinates projects; Communicates changes and progress; Completes projects on time and budget.
• Quality - Demonstrates accuracy and thoroughness; Looks for ways to improve and promote quality; Applies feedback to improve performance; Monitors own work to ensure quality.
• Quality Management - Looks for ways to improve and promote quality; Demonstrates accuracy and thoroughness.
• Quantity - Meets productivity standards; Completes work in timely manner; Strives to increase productivity; Works quickly.
• Safety and Security - Observes safety and security procedures; Reports potentially unsafe conditions; Uses equipment and materials properly.
• Strategic Thinking - Understands organization's strengths and weaknesses; Analyzes market and competition; Identifies external threats and opportunities; Adapts strategy to changing conditions.
• Teamwork - Exhibits objectivity and openness to others' views; Gives and welcomes feedback; Contributes to building a positive team spirit; Supports everyone's efforts to succeed.
• Technical Skills - Assesses own strengths and weaknesses; Pursues training and development opportunities; Strives to continuously build knowledge and skills; Shares expertise with others.
• Visionary Leadership - Displays passion and optimism; Inspires respect and trust.
• Written Communication - Writes clearly and informatively; Edits work for spelling and grammar; Varies writing style to meet needs; Presents numerical data effectively; Able to read and interpret written information.

PHYSICAL DEMANDS AND WORK ENVIRONMENT:

• Occasionally required to stand
• Occasionally required to walk
• Continually required to sit
• Continually required to utilize hand and finger dexterity
• Continually required to talk or hear
• While performing the duties of this job, the noise level in the work environment is usually moderate
• The employee must occasionally lift and/or move up to 10 pounds
• Specific vision abilities required by this job include: Close vision; Color vision