SEM Manager

About the Role

Easygenerator, an innovative EdTech scale-up based in Dubai, is seeking a seasoned SEM Manager to lead and optimize our paid search initiatives across platforms like Google Ads and Microsoft Advertising. We aim to leverage data-driven strategies to fuel growth, focusing on pipeline and revenue rather than just clicks.

Key Responsibilities

• Lead the development and daily management of paid search campaigns across Google Ads and Microsoft Ads, covering Search, Performance Max, Demand Gen, and Shopping formats.
• Coordinate multilingual campaigns targeting multiple international markets.
• Utilize AI-driven tools for campaign scaling, including Smart Bidding, Performance Max, scripts, and large language models to refine keywords, test advertisements, and detect irregularities.
• Implement value-based bidding by integrating ad accounts with CRM systems to optimize campaigns for actual pipeline generation and revenue impact.
• Manage and ensure the accuracy of conversion tracking, employing Enhanced Conversions, server-side tracking, and attribution methodologies.
• Oversee landing page optimization efforts, performing A/B tests on content and design collaboratively with product marketing to improve conversion rates.
• Design and execute structured experiments to continually refine campaign performance through iterative optimization plans.
• Handle budget management, forecasting, and monthly expenditure monitoring.
• Create comprehensive dashboards translating key metrics such as CAC, CPL, ROAS, and pipeline data into actionable insights.
• Conduct keyword research and competitive analysis to stay ahead of market trends.

Required Qualifications and Skills

• Minimum of 5 years' experience managing SEM and paid search programs, with deep expertise in Google Ads; familiarity with Microsoft Ads is advantageous.
• Proven hands-on expertise utilizing AI and automation tools like Smart Bidding, Performance Max, and campaign scripts.
• Strong proficiency in conversion rate optimization and experience conducting effective landing page tests.
• Advanced analytical abilities and comfort working with data platforms such as Looker Studio; SQL or spreadsheet modeling skills are a plus.
• Comprehensive understanding of conversion tracking systems, attribution models, and value-based bidding strategies.
• Experience executing campaigns in diverse languages and international markets.
• Background in technology startups or scale-ups, preferably within B2B SaaS, with solid knowledge of full-funnel marketing metrics including CAC, LTV, and payback periods.
• Bachelor’s degree or higher in marketing or a quantitatively driven, experimental discipline.
• Excellent command of written and spoken English; additional languages such as German, French, or Italian are beneficial.
• A proactive growth mindset characterized by rapid experimentation, learning from failures, and constant performance enhancement.