Senior Search Engine Marketing Manager

Softline Solutions is a full-service digital marketing agency based in Southern California that helps businesses grow online by increasing visibility, generating leads, and boosting sales. They build tailored, data-driven campaigns across key digital channels and manage everything from strategy to execution and reporting. The goal is measurable growth, not buzzwords.

About the role
Softline Solutions is seeking a Senior SEM Account Manager to lead strategy, execution, and performance growth for a portfolio of larger lead generation-focused accounts. This is a high-impact, high-ownership role for an experienced paid media professional who combines deep analytical intelligence with client-facing leadership and hands-on campaign execution expertise.

The ideal candidate brings expert-level command of Google Ads and paid search in particular, alongside meaningful experience across Meta and supporting platforms. You will go deep on campaign data, surface non-obvious insights, and translate them into concrete strategies that move the revenue needle - while also serving as the primary point of contact for client-facing reviews, planning sessions, and growth discussions.

This role sits at the intersection of paid search leadership, performance analytics, and cross-functional strategy. You will partner closely with our Creative, CRO, Analytics, and Development teams - both to improve conversion performance and to ensure paid media intelligence is actively informing creative direction, copy development, and go-to-market planning.

This is a senior individual contributor and client leadership role with significant strategic ownership, visibility, and growth potential within Softline's Managed Services Division.

Core Responsibilities
Paid Search Campaign Management & Execution
Build, launch, manage, and optimize paid search campaigns across:
Google Ads - Search, Performance Max, Display, Demand Gen, YouTube
Microsoft Advertising
Additional platforms including Meta (Facebook/Instagram), LinkedIn, TikTok, Criteo, AdRoll, and emerging channels
Manage a focused portfolio of larger lead generation accounts with complex funnels and aggressive growth goals
Develop and own campaign architecture, ad group structure, keyword strategy, match type governance, bid strategy configuration, and budget allocation frameworks
Execute Responsive Search Ad (RSA) copy testing cycles, PMAX asset group optimization, and Shopping feed hygiene for accounts where applicable
Conduct technical account audits covering structure, naming conventions, Quality Score factors, automation settings, and tracking integrity - delivering written reports with prioritized action plans

Performance Analysis & Reporting
Conduct comprehensive, platform-level deep-dives across Google Ads (Search, Display, Demand Gen, PMAX, YouTube) and Meta Ads, analyzing campaign structure, ad set efficiency, creative performance, copy effectiveness, audience segmentation, bidding strategies, and budget allocation
Build and own recurring performance reports and executive-level dashboards using GA4, Looker Studio, and native platform reporting - ensuring insights are actionable and clearly tied to client business KPIs
Identify performance trends, anomalies, and attribution gaps across the full funnel - from impression to closed revenue and develop structured recommendations from findings
Develop forecasting models, budget allocation recommendations, and KPI reporting frameworks for client accounts
Perform competitor analysis and benchmark client performance against industry standards to contextualize results and identify growth whitespace
Conduct post-campaign retrospectives and A/B test analyses with statistically sound methodology, translating results into documented learnings for future campaign cycles

Attribution & Measurement
Serve as a senior practitioner on Google Analytics 4 - including event schema design, conversion configuration, custom reporting, attribution modeling, and data layer governance
Lead UTM taxonomy governance and QA across all paid channels to ensure clean, consistent tracking that enables accurate multi-touch attribution
Implement and troubleshoot conversion tracking across Google Ads, Meta Pixel, CAPI (Conversions API), GA4, GTM, and third-party platforms
Evaluate and advise on attribution model selection (data-driven, linear, time-decay, position-based) relative to client business models and funnel complexity
Analyze creative and ad copy performance at a granular level - by format, messaging angle, visual treatment, CTA, and funnel stage - to identify which combinations drive qualified engagement and conversion
Develop structured creative performance briefs that arm brand and creative teams with data-backed direction for asset development
Partner with the Creative team on iterative testing roadmaps - providing clear hypotheses, success metrics, and post-test analysis for each cycle
Audit ad copy for message-market fit, Quality Score alignment, and emotional resonance; deliver copy scoring reports with specific revision recommendations
Maintain a creative intelligence repository documenting winning themes, fatigue signals, and platform-specific best practices

Client-Facing Leadership & Strategic Planning
Lead client-facing performance reviews, QBRs (Quarterly Business Reviews), strategic planning sessions, and growth discussions - calibrating depth and communication style to the audience
Translate business objectives into actionable media, landing page, and testing strategies with clearly defined success metrics
Prepare and present analysis decks and ad hoc deep-dives to client marketing leaders and, where applicable, C-suite stakeholders
Contribute to new business pitches by providing data-driven channel opportunity analyses and competitive landscape assessments
Serve as the primary day-to-day client contact for accounts in your portfolio, maintaining strong communication cadences and high satisfaction standards

Cross-Functional Collaboration
Collaborate cross-functionally with CRO, Creative, SEO, Analytics, and Development teams to improve conversion performance and user journey outcomes
Translate paid media insights to inform broader brand strategy, content calendars, and go-to-market planning alongside creative and brand teams
Coordinate deliverables across internal teams while maintaining accountability and execution quality
Document processes, analytical frameworks, and optimization playbooks that can be leveraged across the broader paid media team

Project & Workflow Management
Manage workflows, timelines, and campaign execution using Jira and Confluence
Maintain structured project documentation including analysis briefs, test logs, recommendation trackers, and performance scorecards
Manage multiple concurrent account workstreams without sacrificing analytical depth or turnaround quality

Qualifications
Experience
5-8+ years of SEM / paid media experience within a digital marketing agency environment
Proven experience managing larger lead generation-focused accounts with complex funnels
Demonstrated ability to do both: campaign execution AND deep analytical work - this role requires both
Track record managing and analyzing paid media campaigns with monthly budgets of $50K-$500K+
Experience working directly with creative and brand teams to inform asset strategy using performance data
History of building and presenting formal performance analysis and strategy to senior stakeholders and clients

Platform & Technical Expertise
Expert-level proficiency in Google Ads - Search, Display, Demand Gen, Performance Max, YouTube, and Shopping
Strong hands-on expertise in Meta Ads Manager - including campaign architecture, Advantage+ campaigns, DPA, CAPI, audience strategy, and creative testing methodology
Deep proficiency in Google Analytics 4 - custom event configuration, attribution modeling, exploration reports, and integration with Google Ads / GTM
Proficiency in Google Tag Manager - container management, trigger/variable configuration, conversion tracking setup, and QA debugging
Working proficiency in Microsoft Advertising; LinkedIn Ads, TikTok Ads, or programmatic DSPs a strong plus
Advanced proficiency in Excel and Google Sheets - pivot tables, VLOOKUP/XLOOKUP, data modeling
Experience with Looker Studio / Google Data Studio; Supermetrics, Tableau, Power BI, or BigQuery preferred
Familiarity with A/B testing strategy, landing page optimization, and conversion funnel analysis
Experience with Jira, Confluence, and structured project management workflows

Communication & Soft Skills
Exceptional written and verbal communication skills - able to write a crisp executive summary AND walk a client through a complex attribution discrepancy without losing them
Strong presentation skills: comfortable leading QBRs, strategy reviews, and data deep-dives with client marketing leaders
Highly organized with the ability to manage competing priorities in a fast-paced environment
Proactive, solutions-oriented mindset with strong independent judgment
Collaborative by default - shares insights freely, elevates teammates, and builds trust across creative, brand, and account teams

Why Join Us
High-growth agency environment with strong career advancement opportunities
Strategic ownership over meaningful client accounts with real accountability and visibility
Collaborative culture with integrated Paid Media, CRO, Creative, and Analytics teams
Opportunity to influence performance strategy, creative direction, and client growth at scale
Annual professional development budget for certifications, conferences, and training
Paid platform certification bonuses - Google, Meta Blueprint, LinkedIn, TikTok
Flexible remote / hybrid work policy; Los Angeles home base preferred but not required

The pay range for this role is:

110,000 - 135,000 USD per year (Softline HQ)

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