Senior Digital Marketing Manager, Paid Search

This existing position is open to all candidates based in Canada with a preference for those near Toronto for periodic in person collaboration. Role summary

VelocityEHS is seeking a Senior Digital Marketing Manager, Paid Search to lead strategy, performance, and execution for brand and solution-specific SEM across Google Ads and Microsoft/Bing Ads, as well as YouTube advertising and the ChatGPT ads pilot. This role serves as both the strategic owner and hands-on operator across all solution lines. You will own channel investment, campaign performance, and optimization to drive qualified demand and pipeline. Working closely with lifecycle and campaign managers, you will help connect acquisition programs with relevant nurture and AI email agent (AIE) follow-up. You will also collaborate with the owners of paid social, third-party media, and SEO, alongside product marketing, web, content, and analytics teams. The ideal candidate turns business goals into channel strategies and performance data into clear campaign and investment decisions.

Roles and responsibilities

• Own strategy and execution for brand and solution-specific SEM across Google Ads and Microsoft/Bing Ads, plus YouTube advertising and the ChatGPT ads pilot, across all solution lines.

• Translate business goals into channel strategies aligned to qualified demand and pipeline, setting targets and balancing volume with pipeline quality.

• Manage campaign structure, build, and launch across SEM, YouTube, and ChatGPT, including platform-specific keywords, match types, negatives, search term mining, bidding, audiences, copy, assets, and targeting.

• Oversee budget pacing, allocation, and forecasting across owned channels, connecting spend to leads, MQLs, CPL, CPA, and marketing-sourced pipeline.

• Improve landing page experience and ad-to-page message alignment to increase conversion rates and support paid search Quality Score.

• Direct creative strategy with creative teams across landing pages, search ads, video, and other assets, with planned refreshes to address creative fatigue.

• Develop and maintain a testing roadmap across creative, audiences, offers, campaign structures, landing pages, messaging, channel investment, and bidding, with clear hypotheses and success criteria.

• Ensure tracking hygiene, including UTMs, conversion actions, platform tracking, and naming conventions; work with marketing operations and analytics to resolve measurement and attribution issues.

• Collaborate with the Marketing Manager, Paid Social & 3rd Party, campaign managers, product marketing, web, and other teams to align messaging and coordinate integrated campaigns.

• Partner with lifecycle and campaign managers to align nurture and AIE follow-up with campaign audiences, offers, and lead intent; review lead quality and progression to improve conversion to qualified pipeline.