SEM Experimentation Lead

The Role

The SEM Experimentation Lead will own the experimentation strategy for Gametime’s paid search program, driving structured testing, performance insights, and strategic innovations in partnership with Google and internal teams. This role will design and implement experiments that shape SEM strategy, improve campaign efficiency, and deliver measurable ROI.

This is a high-impact, hands-on role at the intersection of SEM, analytics, and marketing technology. You’ll partner with data science, engineering, and creative to ensure our SEM program stays ahead of platform changes, privacy shifts, and performance expectations—while helping fans discover live events they love.

Key Responsibilities

• Lead the development and execution of a comprehensive SEM experimentation roadmap across bidding strategies, ad formats, audiences, and campaign architecture.
• Design statistically sound experiments, define KPIs, and establish measurement frameworks to ensure results are valid and actionable.
• Analyze test results independently and in collaboration with data science and analytics teams to extract insights and shape SEM strategy.
• Manage the relationship with Google to access and pilot betas, participate in platform innovation, and bring forward new tools and features.
• Architect scalable and efficient SEM account structures, including automation strategies and advanced segmentation.
• Collaborate with Data Engineering and Analytics to enhance internal SEM tools, dashboards, and reporting pipelines.
• Partner with Growth and Creative teams to test messaging, landing pages, and audience strategies that improve conversion and engagement.
• Communicate learnings across the organization, operationalizing successful tests and aligning SEM plans with business priorities.
• Stay current on SEM trends, privacy changes, and competitive shifts to ensure Gametime remains at the forefront of paid search innovation.
  
  

Key Competencies

• Deep knowledge of SEM platforms, especially Google Ads, with a strategic mindset for scale and efficiency.
• Strong understanding of experimentation methodologies, statistical rigor, and testing frameworks.
• Analytical fluency; able to work with SQL and large datasets to derive insights and inform decision-making.
• Cross-functional leadership; able to drive collaboration across marketing, analytics, data engineering, and product teams.
• Excellent project management and communication skills; able to translate complex data into clear business recommendations.
• A builder’s mindset—self-directed, curious, and excited to scale what works while testing what’s next.
  
  

Requirements

• 7+ years of hands-on experience managing and scaling large SEM programs, ideally in fast-paced, mobile-first or e-commerce environments.
• Proven track record designing and running structured experiments that drive measurable performance improvements.
• Deep familiarity with Google Ads, bid automation, audience segmentation, and campaign optimization.
• Strong comfort with data—able to independently run analysis or partner closely with technical teams.
• Experience working with data scientists, engineers, or statisticians on marketing or experimentation initiatives.
• Ability to translate test results into strategic actions that scale across campaigns and teams.
• Passion for growth marketing, continuous learning, and helping fans connect with live experiences.
  
  

Nice to Haves

• Experience with app-based SEM strategies and SKAN measurement.
• Knowledge of attribution modeling, incrementality testing, or MMM.
• Background in marketplaces, travel, ticketing, or similarly dynamic, performance-driven industries.
  
  

Why Gametime

At Gametime, SEM isn’t just a channel—it’s a growth engine. This role is your opportunity to lead experimentation at scale, shape strategy for a major acquisition lever, and work closely with Google on cutting-edge innovation. You'll drive performance that impacts how millions of fans discover live events, while being part of a collaborative, data-driven, and mission-aligned team.

What We Can Offer:

• Flexible PTO
• Competitive salary & equity package
• Monthly Gametime credits for any event ($1,200/yr)
• Medical, dental, & vision insurance
• Life insurance and disability benefits
• Diverse Family-forming benefits through Carrot Fertility
• 401k, HSA, pre-tax savings programs
• Company offsites and meet-ups
• Wellness programs
• Tenure recognition

Gametime is committed to bringing together individuals from different backgrounds and perspectives. We strive to create an inclusive environment where everyone can thrive, feel a sense of belonging, and do great work together. As an equal opportunity employer, we prohibit any unlawful discrimination against a job applicant on the basis of their race, color, religion, veteran status, sex, parental status, gender identity or expression, transgender status, sexual orientation, national origin, age, disability or genetic information. We respect the laws enforced by the EEOC and are dedicated to going above and beyond in fostering diversity across our company.