SEM Manager - Digital Acquisition & Growth

Job Summary

The SEM Manager is a strategic performance marketing leader responsible for driving profitable customer acquisition through paid search and related performance media channels. This role will lead the strategy, execution, optimization and measurement of search engine marketing programs designed to grow high-quality customer acquisition and deliver against business, financial and customer experience objectives.

The SEM Manager will combine deep paid search expertise with strong analytical, commercial and cross functional partnership skills. This leader will be responsible for translating business objectives into media strategies, managing significant marketing investments, and identifying opportunities for growth.

The role will partner closely with Digital, Product, Analytics, Technology, Finance, Brand, CRM, Legal/Compliance and external agency partners to improve the end-to-end customer acquisition journey—from search intent and media engagement through quote, conversion and ultimately customer value.

The ideal candidate is both a hands-on performance marketing expert and an effective cross functional partner who understands how to use data, technology, experimentation, automation and emerging AI capabilities to drive measurable business results.

Essential Job Functions

SEM Strategy & Performance

• Lead the strategy and execution of Farmers' paid search and paid search-related acquisition programs across Google, Microsoft and other relevant platforms.
• Develop annual and quarterly SEM strategies aligned to acquisition, revenue, profitability, customer growth and other business objectives.

Data, Measurement & Marketing Technology

• Inform and continuously improve SEM measurement frameworks that connect media activity to meaningful business outcomes.
• Partner with Analytics, Data, Technology and CRM teams to ensure accurate conversion tracking and the effective use of first-party customer and behavioral data.

AI, Automation & Innovation

• Identify opportunities to use AI, automation and machine learning to improve campaign performance, operational efficiency, forecasting, reporting and decision-making.
• Develop an informed point of view on evolving search experiences, including AI-powered search and changes in consumer search behavior.

Customer Journey & Conversion Optimization

• Partner with Digital Product, UX and Technology teams to identify opportunities to improve landing pages, quote experiences and conversion funnels.
• Use customer behavior, search intent and performance data to identify friction points and opportunities throughout the acquisition journey.

Budget & Financial Management

• Manage significant SEM budgets and ensure investments are allocated toward the highest-value opportunities.
• Develop forecasts, budget recommendations and scenario analyses based on business objectives and expected performance.

Agency & Vendor Leadership

• Lead relationships with SEM agencies, technology partners, media platforms and other external partners.
• Establish clear performance expectations, operating rhythms, strategic priorities and accountability mechanisms for agency partners.

Reporting, Insights & Executive Communication

• Develop and maintain reporting and dashboards that provide clear visibility into SEM performance, investment, efficiency and business impact.
• Translate complex marketing and customer data into clear insights, recommendations and actions.

Cross-Functional Leadership

• Build strong partnerships with Digital, Product, Analytics, Data Science, Technology, Finance, Brand, CRM, Legal/Compliance and other business stakeholders.
• Influence stakeholders across the organization without relying solely on direct authority.

Education Requirements

• High School Diploma or equivalent required. Bachelors degree preferred.
• Masters degree in Business Administration (MBA) preferred.

Experience Requirements

• 7+ years of progressive experience in digital marketing, performance marketing, paid search/SEM or a related discipline.
• 3+ years of experience leading and developing people, preferably in a manager-of-individual-contributors or manager-of-managers capacity.
• Demonstrated experience managing significant paid search budgets and delivering measurable customer acquisition or revenue results.
• Deep hands-on experience with Google Ads and Microsoft Ads.
• Experience managing complex SEM programs across multiple products, customer segments, geographies or business objectives.
• Demonstrated experience optimizing campaigns against quantitative business outcomes such as CPA, CAC, ROAS, conversion rate, revenue, customer value or profitability.
• Experience partnering with agencies and external technology/platform partners.
• Experience working cross-functionally with Analytics, Product, Technology, Finance and other business teams.
• Experience with marketing measurement, attribution, experimentation and/or incrementality.
• Experience using first-party customer data and offline conversion signals to improve acquisition performance preferred.
• Experience in insurance, financial services, ecommerce, telecommunications, travel or another complex, high-consideration / lead-generation business preferred.

Special Skill Requirement

• SEM expertise: Deep knowledge of paid search strategy, account architecture, keyword research, bidding, audience strategy, creative optimization and campaign management.
• Analytical thinking: Ability to independently analyze complex performance data, identify root causes and develop actionable recommendations.
• Business acumen: Understands the relationship between media investment, customer acquisition, conversion, revenue, customer value and profitability.
• Performance orientation: Consistently focuses on measurable outcomes and can balance growth with efficiency.
• Strategic thinking: Able to move between long-term strategy and detailed campaign execution.
• People leadership: Demonstrated ability to hire, coach, develop and retain high-performing talent.
• Influence and collaboration: Able to build alignment and drive decisions across multiple functions and levels of the organization.
• Communication: Strong written, verbal and executive presentation skills.
• Experimentation mindset: Comfortable developing hypotheses, testing new approaches and making decisions based on evidence.
• Technology fluency: Comfortable learning and applying new advertising platforms, marketing technologies, analytics tools and AI capabilities.
• Attention to detail: Understands that campaign structure, tracking, data quality and operational execution can materially affect business results.
• Judgment: Able to distinguish between platform-reported performance and true incremental business impact.

• Preferred

  • Experience with Google Analytics 4, Google Tag Manager and Search Ads 360.

Physical Actions

Physical Environment