Digital Marketing Manager, Paid Advertising and Search

The Opportunity

The Digital Marketing Manager, Paid Advertising & Search owns the strategy, execution, and optimization of all paid social and paid search efforts that drive brand awareness and measurable impact on pipeline generation and revenue growth. They will have direct budget responsibility and work closely with internal creative teams, segment marketers, and the broader marketing team to deliver high-performing paid campaigns that support regional and global marketing efforts.

This role will help build scalable, data-driven paid strategies, optimizing for efficiency and performance while ensuring alignment with broader demand generation initiatives. As the company grows, this individual will also play a role in leveraging external agencies to expand paid marketing efforts.

Key responsibilities include:

Paid Media Strategy & Execution

• Own and execute the paid advertising strategy across all relevant platforms, including Google Ads, LinkedIn Ads, Display, Programmatic, and Paid Social in support of the overall GTM strategy across different segments and geographies.

• Manage and optimize the assigned budget, ensuring maximum ROAS and conversion rates.

• Support demand generation, retargeting, and Account-Based Marketing (ABM) through paid channels.

• Define targeting strategies, including audience segmentation, intent-based advertising, and retargeting approaches.

• Manage budgets across paid social and search platforms, ensuring strategic allocation of spend to maximize ROI.

Campaign Management & Optimization

• Continuously analyze campaign performance and implement optimizations to improve conversion rates, lower cost per acquisition, and enhance targeting.

• Leverage A/B testing, audience segmentation, and bidding strategy optimization to improve efficiency.

• Work closely with SEO & Web teams to ensure paid search efforts align with landing page performance and conversion optimization.

• Collaborate with internal creative teams to develop compelling ad copy, visuals, and video content for paid campaigns.

Performance Tracking 

• Track and analyze key performance metrics, including CTR, CPC, conversion rates, cost per acquisition (CPA), MQLs and Pipeline.

• Provide insights and recommendations for campaign improvements based on data-driven analysis.

• Develop and present regular reports, highlighting the impact of paid media on pipeline, revenue, and brand awareness.

• Stay informed on industry trends, platform updates, and emerging paid media strategies to enhance campaign performance.

Collaboration & Cross-Functional Alignment

• Work with the Sales Center of Excellence to optimize lead quality and sales handoff processes.

• Partner with Solution Marketing and Content teams to align campaign themes and messaging across paid channels and with segment marketers and global marketing teams to activate and optimize paid media for specific regional and segment-based initiatives.

• Provide strategic recommendations to global and regional marketing stakeholders to improve the performance of paid campaigns.

Scaling & Future Growth

• Help build a scalable paid media program that can expand as the company grows.

• Oversee in-house execution initially, but eventually work with external agencies as paid efforts scale.

• Stay ahead of industry trends, new ad technologies, and emerging paid media opportunities to ensure the company remains competitive in digital advertising.

What we're looking for

• Extensive experience in digital marketing, with a focus on paid media and search.

• B2B SaaS experience is a hard requirement.

• Experience marketing to enterprise buyers in banking, retail, consumer products, and software is a plus.

• Deep expertise with Google Ads, LinkedIn Ads, 6sense, Metadata, Marketo, Salesforce, and other key marketing technologies.

• Experience managing ABM-focused paid campaigns is highly desirable.

• Paid Media Expertise: Deep understanding of Google Ads, LinkedIn Ads, Display, Programmatic, and Paid Social.

• Data-Driven Mindset: Proven ability to optimize campaigns based on ROAS, conversion rates, and cost efficiency.

• Cross-Functional Collaboration: Experience working with sales teams, segment marketers, and creative teams to execute and optimize campaigns.

• A/B Testing & Experimentation: Ability to continuously test ad creatives, audiences, bidding strategies, and placements to drive performance improvements.

• Strategic Thinking: Ability to develop scalable paid media strategies that support global and regional marketing goals.

UserTesting is an Equal Opportunity Employer and a participant in the U.S. Federal E-Verify program.  Women, minorities, individuals with disabilities and protected veterans are encouraged to apply.  We welcome people of different backgrounds, experiences, abilities and perspectives.  UserTesting will consider qualified applicants with criminal histories in a manner consistent with the San Francisco Fair Chance Ordinance, as applicable.