Sr. Marketing Manager, Paid Search

  • Ancestry
  • Oct 13, 2021

Job Description

About Ancestry:When you join Ancestry, you join a human-centered company where every person’s story is important. We believe that by discovering the struggles and triumphs of our past, we can foster deeper bonds and more meaningful connections among families and communities. Our talented team of scientists, engineers, genealogists, historians, and storytellers is dedicated to empowering customers around the world from all backgrounds on their journeys of personal discovery.
With more than 27+ billion digitized global historical records, 100 million family trees, and 18 million people in our growing AncestryDNA database, Ancestry helps customers discover their family story and gain a new level of understanding about their lives. Passionate about dedicating your work to enriching people’s lives? You belong at Ancestry.
This Sr. Marketing Manager, Paid Search role is responsible for developing, executing, optimizing, and measuring paid search campaigns that drive new customers to Ancestry and sister-sites. This role will own the day-to-day management and reporting of multiple high-impact search engine marketing accounts, under the guidance of the Performance Marketing Director. This role is perfect for someone who has worked at a direct response agency or smaller brand/startup and is interested in in-house SEM management experience at scale.

What You'll Do:

In partnership with external agency partners, launch, monitor and optimize paid search campaigns for Ancestry’s global portfolio of brands, optimizing across the different paid search engines and devices to maximize ROI Partner with internal stakeholders to formulate and test new ideas that improve click-through rate, conversion rate and customer lifetime valueGenerate and share paid search performance and learnings across the marketing team, collaborating with both US and international business partners assisting with daily/weekly/monthly reporting and analysisLiaise with the broader Marketing, Operations, and Product teams to support company initiatives via the paid search channelStay current with all search industry trends and best practices Work with Finance and Analytics teams to establish targets that balance in-platform measurement with our internal attribution system.Develop and pioneer recommendations of new tactics and strategies to test through our paid digital media efforts.Collaborate with Strategy & Analytics, CRM, and the Onsite Team to drive a deeper understanding of direct response digital marketing opportunities and to identify growth areas for the channels (optimal spend, frequency management, incremental performance, audience strategy, etc.).Analyze topline and log-level data to inform optimizations and best-practice recommendations.Write detailed program and test briefs and evolve platform KPIs, attribution and reporting, as learnings dictate.Gather input from a variety of internal and external sources to define product concepts; analyzes competitors and market trends; evaluate technologies; develop detailed requirements, feature definitions, implementation plans, and internal communications.

Who You Are:

5+ years’ experience executing and optimizing direct response SEM campaigns with a proven ability to increase ROIKnowledge of various AdTech and MarTech platforms, execution, and measurement strategies (SA360, GCM, AdWords)Demonstrate strategic insight to develop/implement long term business and execution plans from Ancestry’s stated business objectives.Experience with multi-touch attribution vendors (set-up and analysis) and ability to analyze and interpret data to select appropriate attribution.Knowledge of Big Data and Personalization to drive audience-based strategies.Excellent analytical skills with a proven ability to drive the evolution of a program through the application of data insights.Able to manage multiple projects simultaneously.Excellent communication skills, both written and verbal.Highly organized and detail oriented.BA/BS in a quantitative field preferred, with experience in web analytic tools such as Google Analytics and Omniture a plus
Additional Information:Ancestry is an Equal Opportunity Employer that makes employment decisions without regard to race, color, religious creed, national origin, ancestry, sex, pregnancy, sexual orientation, gender, gender identity, gender expression, age, mental or physical disability, medical condition, military or veteran status, citizenship, marital status, genetic information, or any other characteristic protected by applicable law. In addition, Ancestry will provide reasonable accommodations for qualified individuals with disabilities.
All job offers are contingent on a background check screen that complies with applicable law.  For San Francisco office candidates, pursuant to the San Francisco Fair Chance Ordinance, Ancestry will consider for employment qualified applicants with arrest and conviction records.  
Ancestry is not accepting unsolicited assistance from search firms for this employment opportunity. All resumes submitted by search firms to any employee at Ancestry via-email, the Internet or in any form and/or method without a valid written search agreement in place for this position will be deemed the sole property of Ancestry. No fee will be paid in the event the candidate is hired by Ancestry as a result of the referral or through other means.