Paid Search Director

Reports to: EVP, Tradigital Media
Years Experience: 8+ years
Department: Media
Location: Virtual First

What is Virtual First? At BPD we believe in the balance of the digital and the physical. Our virtual first approach means that we lean into the digital connections - Slack, Zoom, e-mail - as the primary means for getting the job done. It also means that we understand the importance of in-person connection for moments of celebration, collaboration, and education in our physical offices locations in Boca Raton and Nashville. The right balance of digital and physical will vary by role. 

The Position:

We are looking for a dynamic, data driven problem solver to join our growing Paid Search team. You would be responsible for owning, implementing and managing complex paid search accounts across multiple service lines for our healthcare clients while contributing to the growth and offering of our Paid Search team. You would have an established background of success in Paid Search and data-driven performance marketing.

The Responsibilities:

Includes, but not limited to the following:

Strategic

• Develop and implement comprehensive paid search strategies and marketing plans aligned with business objectives
• Conduct in-depth keyword research and competitive analysis to identify keyword gaps and high-performing opportunities
• Create and optimize ad copy, landing pages and bid strategies to maximize client outcomes
• Develop and implement a robust testing framework to continually improve campaign performance

Account Management

• Manage multiple client accounts simultaneously, ensuring timely delivery of deliverables and exceeding client expectations
• Build strong relationships with internal and external stakeholders to foster collaboration and drive successful outcomes
• Provide regular performance insights to clients highlighting key metrics and actionable recommendations
• Communicate clearly and efficiently with clients maintaining a strong relationship, acting as a trusted advisor and strategic partner for the SEM department

Team Leadership

• Serve as a mentor to junior staff providing guidance and support to ensure optimal performance
• Foster positive and collaborative SEM team culture that encourages innovation and continuous learning
• Collaborate with other team members, including other members of the media team, analytics and account services to ensure seamless campaign execution.
• Share knowledge and expertise through training sessions within the SEM and Media department and wider agency

Technical Proficiency

• Demonstrate a deep understanding of paid search platforms (Google Ads, Microsoft Ads and emerging platforms) and their latest features. 
• Utilize advanced bidding strategies to optimize campaign performance
• Stay up-to-date with industry trends and best practices
• Monitor and evaluate search results and search performance

The Essentials:

• 8+ years of experience in paid search marketing, preferably in a healthcare or sensitive subject field or agency setting
• Proven track record of managing large-scale complex paid search campaigns
• Strong analytical skills and ability to interpret complex data to inform strategic decisions
• Excellent communication and presentation skills, with the ability to articulate complex ideas to both technical and non-technical audiences
• Strong organizational skills and attention to detail
• Experience with SEO best practices and a solid understanding of search engine algorithms
• Proficiency in Google Ads, Microsoft Advertising and other relevant and emerging tools
• Experience with A/B and multivariate testing within platform
• Platform certification in Google Ads and Microsoft Ads. Google Analytics is a plus
• Ability to provide thought leadership within the search landscape
• Proficient with MS Office (Internet Explorer, Excel, Word and PowerPoint).
• Full service agency experience preferred, but not required.

The Vision:

BPD is the home for healthcare’s leading brands. From the nation’s largest, most complex health systems to academic institutions and industry disruptors, BPD ignites greatness with our clients to bring better health to more people. Together, BPD’s more than 160 experts provide innovative solutions and capabilities in brand building, service line promotion, data-driven marketing, strategic communications, and more. For more information on BPD, visit www.bpdhealthcare.com.

At BPD, our work is rooted in understanding people of all races, ethnicities, gender expressions, sexual identities, abilities, and life experiences. To enable these authentic connections, we cultivate a culture of one-ness that:

1. Celebrates our diversity;
2. Unites us in Purpose; and
3. Leads to the creation of inclusive work that contributes to health equity for all.

BPD is proud to be an Equal Opportunity employer. BPD recruits qualified applicants without regard to race, color, religion, gender, age, ethnic or national origin, protected veteran status, physical or mental disability, sexual orientation, gender identity, marital status, or citizenship status.