SEM & Paid Marketing Manager

About the position U.S. News & World Report is seeking a hands-on, data-driven SEM & Paid Marketing Manager to support its high-growth verticals, with a focus on Consumer Finance and Insurance. This role is responsible for the end-to-end strategy, execution, automation, and optimization of the company's paid marketing engine, with a primary focus on Search Engine Marketing (SEM). The manager will be tasked with driving high-intent audience growth and lead generation for key verticals including Health, Education, Personal Finance, Automotive, Travel, and Home Services. This is a leadership position requiring a blend of technical platform expertise, hands-on experience with robust automation, analytical rigor, and proven ability to manage significant media budgets and meet targets. The ideal candidate should have a strong understanding of digital marketing, marketing automation, lead capture, media analytics and optimization, the ability to lead cross-functional teams, and a deep knowledge of the latest digital media trends and best practices.

Responsibilities

• Quarterback ongoing optimization of paid marketing efforts, including marketing automation and consumer experiences to drive best-in-class performance.
• Develop and execute an integrated paid media strategy that aligns with long-term business goals and aggressive growth targets.
• Plan and execute data-driven automation to optimize and personalize paid marketing efforts to increase direct purchases and more effective lead generation.
• Plan and execute data-driven optimization and growth in sell-through and monetization.
• Lead efforts across a cross-functional team encompassing SEM & Paid Marketing, Data Science, UX & CRO, Partner Management, Analytics, and Operations.
• Improve execution speed by streamlining processes, implementing automation, and integrating technologies to enhance the agility and operations of the broader marketing team.
• Develop category-specific SEM growth plans for consumer financial products and insurance sectors, bringing competitive performance strategies and identifying ways for the company to leverage its brand strengths and differentiate.
• Implement and manage advanced attribution models to understand the full-funnel impact of performance spend.
• Collaborate with data science teams to refine LTV/CAC calculations.
• Partner with Data Science to refine attribution models, implement incrementality testing, and utilize deep-funnel data to inform bidding strategies.

Requirements

• At least 5-8 years of performance marketing experience, with at least 4 years in a senior marketing role at a major lead-generator or consumer financial services marketplace.
• Deep, hands-on experience in SEM (Google Ads/SA360) and sophisticated data attribution and campaign automation to support optimal performance.
• Proven track record with performance marketing in consumer finance and/or insurance, with a deep understanding of the competitive landscape, lead-generation dynamics and regulatory compliance.
• Expert-level ability to interpret complex data sets, perform A/B testing at scale, and deliver actionable insights to colleagues and executive leadership.
• Bachelor’s degree in Marketing, Economics, Statistics, or a related field.

Nice-to-haves

• Data science and/or data engineering experience is a plus.
• Experience excelling in a cross functional environment.
• Proven ability to effect change.
• Experience with full funnel optimization from Advertising click-through to Funnel conversion to Partner lead purchase and downfunnel Lifecycle.
• Experience managing and developing both junior and senior performance marketing team members.
• Familiarity with SEO/SEM interplay and how paid search can support organic authority.
• Passion for the U.S. News mission of providing trusted advice to consumers making critical life decisions.
• MBA and/or MS preferred.

Benefits

• paid vacation time
• medical
• tuition reimbursement
• training

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