Associate Director, Paid Search

At MERGE, we strive to create a superior work experience where talented and ambitious people grow. An experience that encourages people to think higher and feel deeper. An experience where people engage their minds and hearts to do the best work of their careers.

We're seeking an analytical Associate Director of Paid Search to lead the strategy and implementation for a key client in the insurance vertical. As the dedicated subject matter expert, you will architect the paid search roadmap and ensure flawless execution. This role involves aligning search strategy with client objectives and overall digital strategy, collaborating with a cross-functional team (Account, Creative, Media, and Measurement), and leading platform approach, content distribution, and community management across Google, Microsoft, and other ecosystems.

• Strategy: Design and implement comprehensive Paid Search strategies, translating complex client goals into actionable SEM tactics.
• Analytics: Conduct rigorous analytics to extract customer insights, model attribution, and report channel performance, explaining the "why."
• AI & Future-Proofing: Lead the client's strategy through the AI evolution of search (SGE, Copilot). Aggressively test and govern AI-driven products (PMax, Demand Gen, Broad Match), ensuring automation uses the right data for incremental growth.
• Optimization: Lead a proactive testing roadmap (A/B, multivariate) and use statistical evidence for optimization decisions. Monitor industry activity for opportunities.

• Integrated Planning: Collaborate with stakeholders (internal Account/Creative and external client teams) to align Paid Search with broader integrated campaigns.
• Platform Management: Oversee daily management of Paid Search platforms (Google, Microsoft) and vendor relationships to ensure optimal strategy.
• Team Guidance: Foster a collaborative environment. Collaborate on streamlining processes on the insurance vertical, guide junior members on strategy, reporting insights and optimizations, ensuring high-quality output. Provide thought leadership across the Paid Search team. 

• Competitive Intelligence: Conduct deep competitor analysis to maintain client advantage.
• Trend Application: Monitor Paid Search tools/automation trends, applying them to boost client performance.

• Analytical Mindset: Must guide complex reporting and identify optimization opportunities in large datasets.
• Excel Mastery: High proficiency with Microsoft Excel (financial modeling, complex formulas, pivot tables) is required.
• AI Fluency: Understand Generative AI/LLMs and manage the shift from keyword-based to intent-based/predictive modeling.

• Experience: 6–8 years of Paid Search strategy and execution experience.
• Management: Proven experience managing high-budget campaigns
• Education: Bachelor’s degree in Marketing, Communications, Advertising, or equivalent work experience.
• Industry: Experience on health insurance client or healthcare industry is a plus.

• Strategic Thinker: A big-picture thinker with a proven ability to drive execution. You can see the forest and the trees.
• Communication: Excellent verbal, writing, and presentation skills. You can defend your data and strategy to stakeholders.
• Problem-Solving: Expert problem-solving and issue-resolution skills. You are a self-starter who can work independently in a dynamic environment.
• Collaboration: A positive outlook, excited about supporting teammates to drive success as a collective.

• Ability. Mastering our craft
• Agility. Delivering with a growth mindset
• Humility. Collaborating for shared success

MERGE welcomes and celebrates diversity regardless of race, religion, color, national origin, gender, sexual orientation, veteran status or people with abilities. We believe that the more diverse we are, the more creative our work will be!