Develop and execute comprehensive paid search strategies aligned with B2B growth objectives (lead generation, MQLs, pipeline contribution) with the guidance of the Head of Paid Search and the Head of Economist Pro Marketing. Identify opportunities across the funnel - from awareness to conversion - leveraging both branded and non-branded search. Collaborate with marketing, sales, data and product teams to align campaigns with business priorities, audience segments and reporting. Build, launch and manage search campaigns related to The Economist Pro’s B2B acquisition funnel Own full campaign lifecycle: keyword research, account structure, bidding strategies and budget allocation across campaigns Implement and manage advanced campaign types (Performance Max, Demand Gen, remarketing) on top of Brand and Generic Continuously optimize campaigns to improve CPL, CPA, CAC, ROAS, and pipeline quality Conduct A/B testing across ad copy, landing pages, bidding strategies, and audience targeting Monitor and refine keyword strategy (match types, negatives, query mining) Monitor targeting strategy and audiences to ensure there are no cannibalisations across B2B and B2C campaigns Analyse performance data to generate actionable insights and recommendations Build reporting to track KPIs and showcase performance Partner with data insights, growth marketing and AdOps to ensure accurate tracking, attribution, and conversion measurement Drive B2B lead generation campaigns with a strong understanding of longer sales cycles Support B2C initiatives where needed, applying performance marketing principles to drive subscriptions or direct conversions Work closely with SEO, and CRO teams to ensure integrated campaign execution Provide input on landing page optimisation and user journey improvements