Paid Search Director (SEM)

Critical Mass; Calgary; On-site; CAD 90,000 - 120,000; Full time

Job summary

A leading company in digital marketing seeks a Director of Paid Search to manage enterprise-level SEM strategies. The successful candidate will lead a high-performing team, optimize complex campaigns, and build client relationships while ensuring best practices are upheld. The role demands extensive experience in paid search and a commitment to fostering team growth and client satisfaction.

Benefits

Global maternity and parental leave

Competitive benefits packages

Summer Fridays (off at 3:00 PM local time)

Internal learning and development programs

12 Affinity Groups

Qualifications

• 8+ years of paid search experience, including 3+ years leading teams.
• Deep platform expertise across Google Ads and Microsoft Ads.
• Experience with analytics tools like GA4 and Tableau.

Responsibilities

• Own and define SEM strategies for enterprise brands with $1M+ budgets.
• Lead campaign management including account structure and optimization.
• Deliver insightful reporting rooted in data with recommendations.

Skills

Analytical skills

Team leadership

Communication skills

Client relationship management

Education

Bachelor’s degree or equivalent experience

Tools

Google Ads

Microsoft Ads

GA4

Tableau

Excel

Job description

As Director of Paid Search, you’ll be a hands-on leader and subject matter expert across enterprise-level accounts—owning campaign strategy, team operations, and executive communications. The ideal candidate brings deep expertise in in-platform optimizations, has experience building and mentoring paid search teams, and excels at fostering strong relationships with both internal and external stakeholders.

You know how to uncover insights from data and translate them into growth-driving strategies. You’ll own end-to-end SEM execution, guiding account structure, budget and bid management, performance optimization, and reporting. Collaborating across multiple disciplines – Search, Media, Analytics, Creative, Strategy, and Account Management – you’ll convert data into actionable insights, align SEM goals with client priorities, and keep teams up-to-date on the evolving search landscape. You’ll define paid search standards, and ensure best practices are upheld across campaign setup, budget pacing, and continuous optimization to drive performance and client satisfaction.

You’ll also play a critical role in shaping our paid search services and capabilities, scaling internal operations, and helping our clients achieve top-tier performance.

You Will:

• 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 (e.g. incrementality testing, etc.)
• Build and nurture client relationships as a trusted SEM advisor; proactively share POVs on search trends, platform updates, and innovations
• Develop team members through coaching, feedback, and training; remove roadblocks to support performance and growth
• Establish and document operational workflows, best practice checklists, QA processes, onboarding, SOPs and playbooks to elevate SEM delivery across the agency
• Participate in new business pitches and agency initiatives
• Effectively convey SEM concepts and success stories in a concise and easy-to-understand manner

You Have

• 8+ years of paid search experience, including 3+ years leading high-performing teams
• Excellent written and verbal communication skills, including experience leading client presentations
• 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 (e.g. Home Depot)
• Experience developing internal SEM infrastructure including SOPs, QA processes, team training, onboarding, and strategic frameworks
• Strong analytics and reporting skills, with the ability to interpret complex data, identify trends, make data-driven decisions, and convey clear insights to senior business leaders
• High proficiency with analytics tools such as GA4, Looker Studio, Google Tag Manager, Tableau
• Expertise in Excel and data manipulation (pivot tables, vlookups); experience with Google Ads Scripts or Python is a bonus
• Experience creating test-and-learn frameworks that informed broader strategic decisions, boosting ROI and long-term growth
• 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

What We Offer:

• 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

Our new hires & employees are the future of our organization, and we want to set you up for long-term success. In an effort to do so, we expect our team to work from an office a minimum of 3 days a week.

Critical Mass is an equal opportunity employer.

The Critical Mass Talent Acquisition team will only communicate from email addresses that use the URLs criticalmass.comand us.greenhouse-mail.io. We will not use apps such as Facebook Messenger, WhatsApp, or Google Hangouts for communicating with you. We will never ask you to send us money, technology, or anything else to work for our company. If you believe you are the victim of a scam, please review your local government consumer protections guidance and reach out to them directly.

If U.S. based: https://www.consumer.ftc.gov/articles/job-scams#avoid
If Canada based: https://www.canada.ca/en/services/finance/consumer-affairs.html
If U.K. based: https://www.gov.uk/consumer-protection-rights
If Costa Rica based: https://www.consumo.go.cr/educacion_consumidor/consejos_practicos.aspx