Key tasks/responsibilities of the job:
Paid Search Strategy & Ownership
- Own paid search strategy for APAC, with primary focus on China in year one.
- Lead planning, activation, and optimization across key platforms including Baidu, Sogou, Haosou, Bing, and WeChat.
- Act as the subject matter expert for paid search, confidently challenging inputs from agencies, stakeholders, and partners when needed.
- Identify opportunities to improve lead quality and downstream pipeline impact through keyword strategy, audience targeting, and campaign structure.
Agency & Execution Management
- Partner with external agencies to execute paid search campaigns, ensuring strategy is translated accurately into execution.
- Conduct regular performance reviews, audits, and optimization reviews of agency-managed campaigns.
- Prepare for a gradual transition toward internal execution as agency relationships evolve.
Performance Reporting & Business Engagement
- Own budget pacing and spend management across APAC paid search programs.
- Deliver clear, actionable performance reporting to business units, with a focus on pipeline influence and lead quality.
- Present results, insights, and recommendations in regional and global forums.
- Translate complex performance data into business-relevant insights for non-digital stakeholders.
Cross-Functional Collaboration
- Work closely with analytics, web, content, and marketing operations teams to improve tracking, attribution, and conversion performance.
- Collaborate with demand, campaign, and regional marketing teams to align paid search strategy with broader go-to-market initiatives.
- Support governance standards for campaign structure, naming conventions, and measurement.
Operational Support
- Support purchase requests, purchase orders, and vendor processes related to paid media investment when needed.
- Help improve operational workflows tied to paid search execution and reporting.
Future Growth & Channel Expansion
- Contribute to future expansion into additional paid channels in APAC as the program evolves (e.g., paid social).
