This existing position is open to all candidates based in Canada with a preference for those near Toronto for periodic in person collaboration.
Role summary
VelocityEHS is seeking a Senior Digital Marketing Manager, Paid Search to lead strategy, performance, and execution for brand and solution-specific SEM across Google Ads and Microsoft/Bing Ads, as well as YouTube advertising and the ChatGPT ads pilot. This role serves as both the strategic owner and hands-on operator across all solution lines. You will own channel investment, campaign performance, and optimization to drive qualified demand and pipeline. Working closely with lifecycle and campaign managers, you will help connect acquisition programs with relevant nurture and AI email agent (AIE) follow-up. You will also collaborate with the owners of paid social, third-party media, and SEO, alongside product marketing, web, content, and analytics teams. The ideal candidate turns business goals into channel strategies and performance data into clear campaign and investment decisions.
Roles and responsibilities
- Own strategy and execution for brand and solution-specific SEM across Google Ads and Microsoft/Bing Ads, plus YouTube advertising and the ChatGPT ads pilot, across all solution lines.
- Translate business goals into channel strategies aligned to qualified demand and pipeline, setting targets and balancing volume with pipeline quality.
- Manage campaign structure, build, and launch across SEM, YouTube, and ChatGPT, including platform-specific keywords, match types, negatives, search term mining, bidding, audiences, copy, assets, and targeting.
- Oversee budget pacing, allocation, and forecasting across owned channels, connecting spend to leads, MQLs, CPL, CPA, and marketing-sourced pipeline.
- Improve landing page experience and ad-to-page message alignment to increase conversion rates and support paid search Quality Score.
- Direct creative strategy with creative teams across landing pages, search ads, video, and other assets, with planned refreshes to address creative fatigue.
- Develop and maintain a testing roadmap across creative, audiences, offers, campaign structures, landing pages, messaging, channel investment, and bidding, with clear hypotheses and success criteria.
- Ensure tracking hygiene, including UTMs, conversion actions, platform tracking, and naming conventions; work with marketing operations and analytics to resolve measurement and attribution issues.
- Collaborate with the Marketing Manager, Paid Social & 3rd Party, campaign managers, product marketing, web, and other teams to align messaging and coordinate integrated campaigns.
- Partner with lifecycle and campaign managers to align nurture and AIE follow-up with campaign audiences, offers, and lead intent; review lead quality and progression to improve conversion to qualified pipeline.
- Establish and own a unified reporting framework and dashboard across paid search and paid social, working with marketing operations and analytics to maintain consistent KPI definitions, attribution methods, and connections to lead quality and pipeline.
- Lead weekly, monthly, and quarterly paid media performance reviews with senior leadership, incorporating insights from the Marketing Manager, Paid Social & 3rd Party, to explain results and recommend campaign and investment changes.
Minimum Skills & Qualifications:
- 6–8 years of hands-on paid media or performance marketing experience, with a track record of owning both strategy and execution.
- B2B SaaS demand generation experience.
- Working familiarity with Salesforce and Marketo (or similar products like Pardot/Eloqua), with experience partnering on nurture and lead follow-up strategies and using lead quality and pipeline progression to improve campaign decisions.
- Deep Google Ads expertise, hands-on Microsoft/Bing Ads experience, and experience managing YouTube advertising in a B2B context.
- Proven ability to manage significant media budgets, balancing volume growth, lead quality, and efficiency across CPL, CPA, and marketing-sourced pipeline.
- Experience managing brand and solution-specific SEM campaigns across complex account structures, multiple products, and more than $1M in annual media spend.
- Strong command of paid media metrics, including CPL, CPA, CPC, CTR, conversion rate, impression share, and marketing-sourced pipeline contribution.
- Advanced understanding of attribution, incrementality, measurement, and performance analytics.
- Strong budget forecasting and financial modeling capabilities.
- Strong understanding of how ad messaging, video creative, and landing page alignment influence campaign performance.
- Experience building structured testing programs across keywords, bidding, audiences, ad copy, creative, and landing pages.
- Ability to translate complex performance data into clear business recommendations and investment decisions.
- Analytics fluency across GA4 and Google Tag Manager
- Comfortable operating in a fast-moving environment with significant ownership, accountability, and cross-functional collaboration.
Preferred Skills and Qualifications
- Experience with emerging AI advertising platforms, including ChatGPT, or account-based and intent-based advertising tools such as 6sense.
- Relevant Google Ads and Microsoft Advertising certifications.
- BI tools such as Power BI or Looker Studio.
- Experience working with internal creative teams and/or external agencies to develop and improve campaign assets.
- Experience managing paid search in-house no external agency.
- EHS or a similarly technical, considered-purchase category is a plus.
- Bachelors degree in a marketing or a relevant field.
VelocityEHS is committed to competitive, fair, and equitable compensation practices by offering market-based salary ranges. The expected salary range for this position is between $99,650 and $128,200 CAD (Canada). We aim to hire between the minimum and midpoint of the salary range and offers at the maximum of the range are uncommon. The final offered salary will be based on candidate’s proficiency in skill set, prior relevant experience, internal equity, market considerations, and other factors. This role is also eligible for our comprehensive benefits package.
We welcome and encourage diversity in the workplace. VelocityEHS is an Equal Opportunity and Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to age, race, color, national or ethnic origin, religion, sex, sexual orientation, gender identity or expression, marital status, family status, veteran status, Indigenous/Native American status, or disability. Applicants with disabilities can request accessible formats, communication supports, or other accessibility assistance by contacting [email protected] Headhunters and recruitment agencies may not submit resumes/CVs through this website or directly to managers. VelocityEHS does not accept unsolicited headhunters and agency resumes. VelocityEHS will not pay fees to any third-party agency or company that does not have a signed agreement with VelocityEHS.
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