Where A-Players Thrive.
We’re an employee-owned, vertically-integrated builder of some of America’s most popular health & wellness brands. With over 1,000 team members across multiple companies, we create best-in-class products that help make the world healthier and happier. Our creative content educates the world on making smarter health choices, while the brands we own generate over $600 million of revenue annually. Learn more about our brands.
We’re Looking For A: Senior SEM Specialist
Location: Hybrid (Woodland Hills, CA)
What You’ll Be Doing: The mission for the Senior SEM Specialist role is to own and grow paid search and Google network performance for our direct response brands. You will lead brand search campaigns across Google Ads and Microsoft Advertising and scale direct response acquisition across YouTube, Display, Demand Gen, and Performance Max. You will own the full campaign lifecycle, from setup and tracking to testing and optimization, using data and reliable measurement to drive profitable customer acquisition and revenue growth. This is your chance to be the go-to paid search expert for a fast-moving direct response business: someone who takes full ownership, spots opportunities before being asked, and proactively drives growth.
Own end-to-end management of brand search campaigns across Google Ads and Microsoft Advertising, from account structure and campaign setup through launch, bidding, and ongoing optimization.
Protect and grow branded search by monitoring impression share, competitor and affiliate bidding, and brand query trends, and by managing negative keywords and search term mining.
Plan, launch, and scale direct response YouTube campaigns focused on driving conversions at efficient CPA/ROAS.
Manage and optimize campaigns across the full Google network, including Display, Video, Demand Gen, Performance Max, shopping.
Own Google Merchant Center accounts and Shopping product feeds, keeping product data, pricing, and availability accurate and up to date; proactively identify, troubleshoot, and resolve feed errors, disapprovals, and account issues.
Own conversion tracking and measurement: implement and QA pixel and Conversion API (CAPI)/server-side tracking, including Enhanced Conversions and offline conversion imports.
Build and maintain tags, triggers, and variables in Google Tag Manager (GTM), and partner with development teams to troubleshoot tracking discrepancies.
Establish and enforce UTM tracking standards and naming conventions to ensure clean, consistent attribution across platforms and analytics.
Design and run structured split tests (ad copy, landing pages, bidding strategies, audiences, and creative) and turn results into scalable wins.
Manage bidding strategies (tCPA, tROAS, Maximize Conversions), budgets, and pacing to hit efficiency and volume goals.
Collaborate with CRO and landing page teams to improve post-click conversion rates.
Analyze and report on key KPIs (CPA, ROAS, CVR, AOV, new customer volume) and deliver clear insights and recommendations to leadership.
Proactively identify new growth opportunities, including new campaign types, keywords, audiences, and platform betas, and bring recommendations forward without waiting to be asked.
Stay current on Google Ads and Microsoft Advertising platform changes, advertising policies, and industry best practices.
Qualifications (Note: We strongly encourage you to apply even if you don’t tick ALL of these boxes.):
Strong sense of ownership and accountability for results.
Proactive, self-starter mindset with a bias toward action and growth.
Expert-level knowledge of Google Ads and Microsoft Advertising.
Deep understanding of direct response marketing principles and performance KPIs.
Technical proficiency with pixel and CAPI tracking, Google Tag Manager, and UTM tracking.
Working knowledge of GA4 and multi-channel attribution.
Strong mathematical and analytical skills; advanced Excel/Google Sheets.
Test-and-learn mindset with a solid grasp…