Senior Manager, Paid Search

Responsibilities

• Own and scale Talkiatry’s paid search program end-to-end, including forecasting, budgeting, pacing, bidding strategies, account structure, and creative testing for Google, Bing, and ZocDoc.
• Develop and execute a rigorous testing roadmap, including ad copy, keyword strategy, landing page variants, and automation/algorithmic controls; quantify impact using sound experimental design.
• Build and maintain marginal CAC and spend sensitivity curves to inform investment decisions, pacing, and budget allocation across search channels; work closely with marketing leadership to regularly present this to Finance.
• Optimize both automated and manual bidding strategies to drive performance at scale. Use advanced tactics such as smart bidding, portfolio strategies, and dynamic bid adjustments to efficiently hit key performance targets like CAC, Marginal CAC and ROAS.
• Monitor key market signals (e.g. auction insights, impression share, CPC trends), as well as competitive pressures, platform changes, and algorithm updates, proactively adjusting strategy to maintain our competitive advantage.
• Partner closely with Analytics, Finance, and Operations to ensure accurate attribution, efficient spend allocation, and alignment with downstream capacity and patient demand.
• Integrate downstream retention, engagement, and LTV signals into bidding and optimization systems by partnering with Analytics and Growth leadership.
• Evaluate channel and campaign performance through the lens of incrementality and marginal efficiency, not solely platform-reported attribution.
• Leverage AI-enabled workflows and tools where appropriate to improve analysis, testing velocity, and operational efficiency.

Requirements

• 6-9+ years of experience in B2C growth/performance marketing, with 5+ years deep in paid search (especially Google) with hands-on expertise in Google Ads, Bing Ads, and related tools.
• Experience leveraging downstream conversion quality, LTV, retention, or other value signals within bidding and budget allocation strategies.
• Strong analytical and technical fluency, including experience using SQL, Python, Excel, and/or BI tools to analyze large datasets, inform investment decisions, and build forecasting or scenario-planning frameworks.
• Proven experience running structured A/B and multivariate tests in paid media.
• Experience evaluating and operationalizing emerging Google campaign types (e.g. Performance Max, AI Max) using structured testing methodologies and clear guardrails.
• Comfort making high-conviction recommendations with imperfect data and amid evolving market conditions.
• Demonstrated ability to operate in a fast-paced, high-growth environment with shifting priorities.

Nice-to-Haves

• Experience in analytically rigorous environments such as finance, consulting, analytics.
• Experience marketing in healthtech or other regulated categories.
• Experience running YouTube, Google Demand Gen, and/or Google App Campaigns.