Paid Search Director (SEM)

Job Description

Critical Mass is seeking a Paid Search Director (SEM) to lead enterprise-level accounts in Calgary. The Director will own campaign strategy, team operations, and executive communications, leveraging deep expertise in in-platform optimizations. They will foster strong relationships with internal and external stakeholders, translating data insights into growth-driving strategies. The role involves end-to-end SEM execution, guiding account structure, budget and bid management, performance optimization, and reporting.Critical Mass is looking for someone to:

• Own the definition, execution, and optimization of SEM strategies for enterprise brands with $1M+ annual budgets
• Translate business objectives into actionable SEM strategies across Google, Microsoft, and emerging AI platforms
• Manage complex, multi-market campaigns including account structure, targeting, bid strategy, budget pacing, troubleshooting, and conversion optimization
• Lead iterative testing initiatives (ad copy, audiences, bidding strategies, betas) to drive incremental performance gains
• Deliver insightful, visually compelling reporting with strategic recommendations rooted in data
• Conduct audits, competitive analyses, and market research to uncover growth opportunities
• Collaborate with cross-functional teams to deliver integrated search and media strategies
• Align paid and organic search strategies to maximize cost efficiencies and improve holistic search performance
• Build and nurture client relationships as a trusted SEM advisor
• Develop team members through coaching, feedback, and training
• Establish and document operational workflows, best practice checklists, QA processes, onboarding, SOPs and playbooks
• Participate in new business pitches and agency initiatives
• Effectively convey SEM concepts and success stories

The ideal candidate should have:

• 8+ years of paid search experience, including 3+ years leading high-performing teams
• Excellent written and verbal communication skills
• Track record of driving measurable performance improvements and managing large budgets
• Deep platform expertise across Google Ads (Search, PMax, Shopping), Microsoft Ads, and campaign management tools like SA360
• Strong understanding of retail/shopping campaigns, with experience managing third-party reseller strategies
• Experience developing internal SEM infrastructure including SOPs, QA processes, team training, onboarding, and strategic frameworks
• Strong analytics and reporting skills
• High proficiency with analytics tools such as GA4, Looker Studio, Google Tag Manager, Tableau
• Expertise in Excel and data manipulation; experience with Google Ads Scripts or Python is a bonus
• Experience creating test-and-learn frameworks
• Ability to build positive client relationships, influence senior stakeholders, and manage challenges effectively
• Experience leveraging AI tools for SEM
• Passion for staying ahead of search trends, testing new tools, and pushing SEM performance forward
• High level of organization, autonomy, and dedication to continuous improvement in paid search

Critical Mass offers:

• Global maternity and parental leave
• Competitive benefits packages
• Vacation, compassionate leave, and sick days
• Access to online services for families and new parents
• Summer Fridays (off at 3:00 PM local time every Friday)
• 12 Affinity Groups
• Internal learning and development programs
• Enterprise-wide employee discounts