Sr. Director, Search Engine Marketing (SEM)

About the Role: The Senior Director of Search Engine Marketing (SEM) is a critical growth leader responsible for scaling one of the company's largest and most efficient acquisition channels. This role owns strategy, execution, and performance across Google, Bing, and emerging search surfaces (including Shopping, YouTube, and app ecosystems), managing a 9-figure annual budget with clear accountability to revenue and operating income. This leader will go beyond channel optimization-driving end-to-end growth across the full user journey, from keyword to landing page to onboarding experience. They will also define how automation, AI, and machine learning are embedded into SEM workflows, dramatically improving efficiency, speed, and performance. Success in this role requires a combination of deep SEM expertise, strong operator instincts, and the ability to influence product, brand, and go-to-market strategy. What You'll Do: Own and Scale a High-Impact Growth Channel

• Define and execute a best-in-class SEM strategy across core and emerging surfaces (Google, Bing, Shopping, YouTube, app acquisition, etc.)
• Manage and optimize a 9-figure SEM budget, ensuring efficient allocation of spend to maximize revenue and contribution margin
• Establish clear performance frameworks, tying SEM directly to business outcomes (LTV, CAC, payback, operating income)

Lead Automation & AI-Driven Transformation

• Identify and implement opportunities to reduce manual execution through automation and tooling
• Act as the strategic owner for AI/ML integration across SEM, including bidding, creative generation, query expansion, and performance optimization
• Build systems and processes that enable the team to operate faster, with higher leverage and improved decision-making

Drive Growth Beyond the Ad

• Partner cross-functionally with Product, Engineering, Design, and Lifecycle teams to improve landing page performance, conversion rates, and onboarding flows
• Identify and execute opportunities to improve the full acquisition funnel, not just media efficiency
• Influence go-to-market strategy for new categories and products, ensuring SEM is integrated early and effectively

Build and Lead a World-Class Team

• Lead, mentor, and scale a high-performing SEM team (managers through directors)
• Establish clear operating rhythms, performance expectations, and development paths
• Build a culture of experimentation, accountability, and continuous improvement

Drive Experimentation & Insights

• Develop a robust testing roadmap across bidding, creative, landing pages, and funnel optimization
• Leverage data to identify growth opportunities and prioritize the highest-impact initiatives
• Regularly communicate performance, insights, and strategic recommendations to executive stakeholders

Cross-Functional Leadership

• Partner closely with Growth, Product, Operations, Business Development, and Medical teams
• Ensure SEM insights inform broader company strategy, including pricing, packaging, and positioning
• Act as a key stakeholder in company-wide growth planning

You Have:

• 10+ years of experience in performance marketing with deep expertise in SEM
• Proven track record managing large-scale SEM budgets ($20M+ annually) with strong ROI outcomes
• Demonstrated success driving incremental revenue and efficiency gains at scale
• Experience implementing automation, scripting, or AI/ML solutions within paid media workflows
• Strong analytical foundation with the ability to connect channel metrics to broader business outcomes
• Experience influencing product, UX, and lifecycle strategies to improve conversion and retention
• Exceptional leadership skills with experience managing and developing senior team members
• Strong communication skills with the ability to align cross-functional stakeholders and executive teams

Bonus if You Have:

• Experience in high-growth, consumer subscription, or healthcare environments
• Familiarity with experimentation frameworks and advanced attribution methodologies

Our Benefits (there are more but here are some highlights):

• Competitive salary & equity compensation for full-time roles
• Unlimited PTO, company holidays, and quarterly mental health days
• Comprehensive health benefits including medical, dental & vision, and parental leave
• Employee Stock Purchase Program (ESPP)
• 401k benefits with employer matching contribution
• Offsite team retreats

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