Role Overview We are seeking a highly analytical and technically proficient Senior SEM Data Analyst with proven client liaison experience to join our Marketing Analytics team. You will not just be reporting on performance—you will be building the models that define it. The ideal candidate will bridge the gap between Paid Search strategy and Data Science, utilizing advanced SQL, Python/R, and statistical modeling to optimize bidding strategies, forecast performance, and build custom attribution models. The candidate will manage, optimize, and report on paid search campaigns (Google Ads, Bing Ads) for a portfolio of clients.
Client Management & Communication: Act as the main point of contact for assigned client accounts, leading regular check-ins, reporting meetings, and delivering performance updates.
Campaign Strategy & Execution: Plan, build, and implement end-to-end paid search/PPC campaigns (Google Ads, Bing Ads) based on client business objectives.
Develop, maintain, and refine predictive models to forecast SEM performance (CPC, CPA, ROAS, Revenue) based on budget, seasonality, and market trends.
Build and deploy models to optimize keyword bidding, budget allocation across campaigns, audience segmentation, budget pacing, keyword research, negative keyword mining, and ad copy testing to maximize ROI.
Attribution Modeling: Create custom, data-driven attribution models to understand the true impact of search campaigns across the customer journey, moving beyond last-click metrics.
Advanced Data Manipulation: Extract and blend massive, complex datasets from Google Ads, Bing Ads, SA360, GA4, and CRM systems (Snowflake/BigQuery) using advanced SQL and Python/R.
Dashboards & Data Storytelling: Create automated, interactive dashboards that translate complex model outputs into actionable insights by working with engineering teams on automating and applying the insights into Ad accounts.
Reporting & Analysis: Generate weekly/monthly client performance reports providing clear, actionable insights into ROI, CPA, and ROAS.
Strategic Advising: Advise client stakeholders on marketing trends, competitor activity, and opportunities for growth.
Collaboration: Work with Client to ensure alignment between landing pages, ad copy, and overall digital strategy.
Problem Resolution: Proactively identify performance issues and communicate solutions to clients, handling inquiries with a high level of customer service.
Experience: 5+ years of experience in data analysis, with at least 3+ years specifically focused on SEM/Paid Search and statistical modeling.
SQL: Expert-level knowledge (complex joins, window functions, CTEs).
Python/R: Strong proficiency in Pandas, NumPy, Scikit-learn, or Tidyverse for data wrangling and modeling.
Advanced proficiency in Tableau, Power BI, or Looker.
Proven hands-on experience building regression models, time-series forecasting, or machine learning algorithms to predict customer behavior or marketing outcomes.
SEM Knowledge: Deep understanding of search engine marketing platforms (Google Ads, Bing Ads) and bidding algorithms.
Bachelor’s or Master’s degree in Statistics, Data Science, Economics, Mathematics, or a related quantitative field.
Certifications: Google Ads Certification is required.
Experience with Cloud Data Warehouses (Google BigQuery, Snowflake, AWS Redshift).