Russell Tobin & Associates

Online Marketing Manager – SEM

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Job Description


  • Manage key paid media channels and interface with our global stakeholders in regions, focusing on paid search but also touching social and display advertising
  • Develop audience first tactics to target potential customers throughout the lifecycle of their digital journey and relationship
  • Write the processes and procedures for onboarding new content onto our site, enforcing best practices for the optimal keyword integration and page structure
  • Oversee key relationships with external vendors, including data partners, managed services, the search media companies, and SEO specialists
  • Develop a workflow for internal teams to request additional budgets, including rules around budget spread, content formatting, ad copy creation, and overall campaign optimization around specific goals for each branch of the business
  • Invest significant time in testing, including features and audiences endemic to the ad servers (demo targeting, RSLA, RSA, DSA, LinkedIn integrations on Bing, and various audience generation using data from GA)
  • Create dynamic tools using Google Sheets, Excel, and data visualization tools to create SQRs and other core business management tools. Use these tools to continually optimize our keyword libraries and campaign set up
  • Author reporting templates, procedures, and best practices, and deliver reporting to stakeholders on weekly / monthly / quarterly cadence
  • Provide business intelligence and best practices
  • Use reports to proactively optimize campaign spend, keeping in step with the needs of the business
  • Act as consultant and expert for each line of the business, addressing their needs and tailoring service and media advise based on the unique business goals
  • Assist with technical aspects of ad server setup, ensuring proper data pipelines are in place and that conversion tracking is properly informing optimization routines


  • Solid framework of concepts in overall digital media landscape
  • Fluency in all tools, processes and goal for paid search campaign management
  • Proficiency of digital marketing tools used for delivering, bidding, tracking, and safety of ad buys
  • Deep experience with SEM best practices for B2B
  • Understanding of good SEO practices and how it benefits SEM
  • A/B and multivariate test design, optimization and ROI
  • Advertising analytic skillset
  • Strong analytical skills and ability to work with large volumes of data to cull out actionable insights via data scrubbing, pivot tables, and visualizations
  • Ability to maintain composure in fast pace and dynamic atmosphere
  • 7+ years of digital marketing experience

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Job Summary

Santa Clara, California Location
Permanent Job Type
Russell Tobin & Associates