SEM Manager - Digital Acquisition & Growth

Responsibilities

• - Lead the strategy and execution of Farmers' paid search and paid search-related acquisition programs across Google, Microsoft and other relevant platforms.
• - Develop annual and quarterly SEM strategies aligned to acquisition, revenue, profitability, customer growth and other business objectives.
• - Inform and continuously improve SEM measurement frameworks that connect media activity to meaningful business outcomes.
• - Partner with Analytics, Data, Technology and CRM teams to ensure accurate conversion tracking and the effective use of first-party customer and behavioral data.
• - Identify opportunities to use AI, automation and machine learning to improve campaign performance, operational efficiency, forecasting, reporting and decision-making.
• - Develop an informed point of view on evolving search experiences, including AI-powered search and changes in consumer search behavior.
• - Partner with Digital Product, UX and Technology teams to identify opportunities to improve landing pages, quote experiences and conversion funnels.
• - Use customer behavior, search intent and performance data to identify friction points and opportunities throughout the acquisition journey.
• - Manage significant SEM budgets and ensure investments are allocated toward the highest-value opportunities.
• - Develop forecasts, budget recommendations and scenario analyses based on business objectives and expected performance.

Requirements

• - High School Diploma or equivalent required. Bachelors degree preferred.
• - Masters degree in Business Administration (MBA) preferred.
• - 7+ years of progressive experience in digital marketing, performance marketing, paid search/SEM or a related discipline.
• - 3+ years of experience leading and developing people, preferably in a manager-of-individual-contributors or manager-of-managers capacity.
• - Demonstrated experience managing significant paid search budgets and delivering measurable customer acquisition or revenue results.
• - Deep hands-on experience with Google Ads and Microsoft Ads.
• - Experience managing complex SEM programs across multiple products, customer segments, geographies or business objectives.
• - Demonstrated experience optimizing campaigns against quantitative business outcomes such as CPA, CAC, ROAS, conversion rate, revenue, customer value or profitability.
• - Experience partnering with agencies and external technology/platform partners.
• - Experience working cross-functionally with Analytics, Product, Technology, Finance and other business teams.

Preferred

• - Masters degree in Business Administration (MBA) preferred.
• - Experience with Google Analytics 4, Google Tag Manager and Search Ads 360.

Benefits

• - Farmers offers a competitive salary commensurate with experience, qualifications and location.
• - CA Only: $115,275 - $196,130
• - CO & ME: $108,375 - $169,070
• - HI/IL/MN/VT Only: $108,375 - $181,060
• - MA Only: $108,375 - $181,060
• - MD & VA: $108,375 - $181,060
• - DC/NJ/NY/OH Only: $108,375 - $196,130
• - Albany County, NY/Cleveland, OH: $115,275 - $169,070
• - WA Only: $108,375 - $205,750
• - Bonus Opportunity (based on Company and Individual Performance)