Senior Search & Biddable Performance Manager

Responsibilities

Own paid search and intent-based performance strategy and execution across Google Ads (Search, Performance Max, Demand Gen, YouTube, Display) and Microsoft/Bing, accountable for budget pacing, bidding strategy, and performance against new-shopper and efficiency targets.

Drive efficient growth in First-Time Shoppers and Global Unique Shoppers, with a specific mandate to lower cost-per-first-time shopper on high-CPA channels (e.g., Search, Bing) while scaling volume.

Manage Google Ads holistically as a single cross-surface platform, leveraging automated bidding, audience signals, first‑party conversion data, and campaign structure to maximize incremental acquisition.

Partner with the performance‑creative function and Creative team to brief, test, and iterate search, video, and display assets, translating performance signals into the next round of creative concepts.

Design and run a continuous experimentation roadmap (A/B and incrementality testing) across audiences, creative, bidding, and landing pages to compound learnings over time.

Collaborate with the Lifecycle team to ensure acquired users are tracked through to engagement and retention, optimizing toward shopper quality and downstream value, not just front‑end volume.

Maintain rigorous channel hygiene and compliance, navigating platform policies and the cannabis regulatory landscape (state‑level legal matrix) to keep accounts in good standing.

Partner with Finance and the Senior Director on growth projections, budget scenarios, and monthly/quarterly planning, laddering plans up from state‑level market priorities (P1/P2 markets).

Work with Media Operations on tracking standardization (Branch/UTM), conversion measurement, and reporting to ensure clean, decision‑grade performance data.

Evaluate, test, and onboard new platforms, partners, and ad tech as opportunities and platform risk dictate; building resilience against channel volatility.

Present channel performance, insights, and recommendations to marketing leadership and cross‑functional stakeholders, including the new state‑level operating cadence.

Document strategies, optimizations, and processes in shared SOPs to support team‑wide continuity and knowledge transfer.

Requirements

5-8 years of hands‑on paid media experience with deep expertise in paid search (Google Ads) and intent‑based, auction‑driven buying, with extensive working knowledge of all campaign types.

Demonstrated track record of owning significant paid budgets and scaling user acquisition efficiently against clear CPA/ROAS and volume targets.

Strong analytical foundation: fluent in metrics such as CPA, CPC, CTR, ROAS, and downstream quality/retention signals, with the ability to turn data into action.

Proven experimentation mindset with a record of designing and executing A/B and incrementality tests.

Experience partnering with creative teams on performance creative across search, video, and display assets.

Track record of cross‑functional collaboration with Product, Creative, Lifecycle/CRM, Data, and Finance.

Excellent organization, prioritization, and communication skills, with the ability to operate independently in a fast‑paced, ambiguous environment.

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