1Password - Senior SEM Manager

• 7+ years of hands-on paid search / SEM experience in a B2B SaaS or dual B2C/B2B environment • Proven experience managing paid search across both a PLG/self-serve and a sales-assisted motion — not just one or the other • Track record of managing large budgets with direct accountability to pipeline and revenue outcomes • Experience building and scaling experimentation programs in paid search • Expert-level proficiency in Google Ads, Microsoft Ads, SA360, and GA4 • Strong command of B2B attribution and Salesforce-integrated reporting • Actively uses AI tools to accelerate workflow and build smarter processes • Analytically rigorous — you connect search metrics to business outcomes, not just channel KPIs • Strong communicator who can influence senior stakeholders with clear, data-backed recommendations • Equally comfortable at the strategic and executional level • What you can expect: • Own and drive the global paid search strategy across Google Ads, Microsoft Ads, and emerging search platforms (including AI-powered search surfaces like SGE/Perplexity) • Develop and maintain a paid search roadmap that maps to both Self-Serve (trial starts, direct conversions) and Sales-Assist (MQL, SQL, pipeline) KPIs simultaneously • Balance B2C buying behavior (individual users, prosumers, families) with B2B buying cycles (SMB through Enterprise), tailoring bidding, messaging, and landing experiences accordingly • Lead the evolution of paid search strategy as 1Password scales into new markets, products, and customer segments • Execution & Optimization: • Own end-to-end campaign management: keyword strategy, audience segmentation, bid management, ad copy, and landing page alignment • Drive ongoing optimization across CAC, ROAS, MQL volume, pipeline contribution, and LTV signals, with clear visibility into both PLG and SLG performance • Build and manage a rigorous experimentation program — continuous A/B testing of creative, landing pages, offers, and audience segments • Partner closely with the Web team to ensure paid search landing experiences convert efficiently for both self-serve and sales-assisted paths • AI as a Builder: • Actively leverage AI tools (e.g. Google Ads AI features, Performance Max, broad match + smart bidding, ChatGPT, Gemini, Dust, etc.) to accelerate and enhance every dimension of the paid search workflow • Build AI-assisted processes for keyword research, competitive analysis, ad copy generation and testing, search term mining, and performance reporting • Stay ahead of how generative AI and LLM-based search (Google AI Overviews, Perplexity, Bing Copilot) are reshaping the paid search landscape — and adapt strategy accordingly • Champion AI adoption within the broader performance marketing team, sharing learnings and frameworks • Analytics & Attribution: • Partner with Marketing Analytics and Revenue Operations to ensure accurate attribution across both PLG (trial-to-paid) and SLG (MQL-to-opportunity-to-closed-won) funnels • Own forecasting and budget pacing for the paid search channel, with clear reporting on contribution to pipeline and ARR • Build fluency across GA4, SA360, Salesforce, and self-serve analytics tools to tell the full funnel story • Cross-Functional Partnership: • Work closely with Global Campaigns, SEO/GEO and Growth Web to align on messaging, offer strategy, and conversion paths tailored to each motion • Serve as the paid search subject matter expert in demand gen planning cycles, QBRs, and budget conversations • Manage agency and vendor relationships where applicable, holding partners to high performance standards • USA-based roles only: The annual base salary for this role is between $119,000 USD and $173,000 USD, plus immediate participation in 1Password's benefits program (health, dental, 401k and many others), utilization of our generous paid time off, an equity grant and, where applicable, participation in our incentive programs. • Canada-based roles only: The annual base salary for this role is between $113,000 CAD and $164,000 CAD, plus immediate participation in 1Password’s generous benefits program (health, dental, RRSP and many others), utilization of our generous paid time off, an equity grant and, where applicable, participation in our incentive programs. • At 1Password, we approach each individual's compensation with a promise of fair market value and internal equity commensurate with experience and specific skill set. • This posting is for an existing vacancy. • At 1Password, we prioritize collaboration, clear and transparent communication, receptiveness to feedback, and alignment with our core values: keep it simple, lead with honesty, and put people first. • You’ll be part of a team that challenges the status quo, and is excited to experiment and iterate in search of the best solution. That said, 1Password is not for everyone https://blog.1password.com/inside-the-culture-powering-1passwords-next-chapter/. Our work is demanding, we strive for excellence, and the pace is fast. We need people who are keen to take on challenging problems, who seek feedback to grow, and who are driven to make an impact. If you're looking for a place where you can settle into a comfortable routine, this might not be the right fit for you. We’re looking for individuals who are proven experts in their fields, as well as those who are highly adaptable, can thrive in ambiguity and through change, are curious, and above all deliver results. • How we work with AI • We are committed to leveraging cutting-edge technology—including AI—to achieve our mission. We also understand that thinking critically about AI in its current forms will help us create better solutions for our customers and ourselves with its future forms, which will help us continue to close the gap between security and privacy and achieve our mission. We want team members at all levels to take the approach of actively learning AI best practices, identifying opportunities to apply AI in meaningful ways, and driving innovative solutions in their daily work. Embracing the future of AI isn't just encouraged—it's an essential part of how we will be successful at 1Password. • This approach extends to our hiring process—candidates are welcome to use AI tools responsibly and thoughtfully during the application process. • Our approach to remote work