Search Engine Marketing Manager

Starr Underwriting; Toronto; On-site; CAD 77,000 - 142,000; Full time

Job summary

A leading company in direct-to-consumer insurance is seeking a Search Engine Marketing Manager to drive SEM strategy for its brands Sonnet and Petline. This role focuses on optimizing campaigns, managing budgets, and leveraging analytics tools to improve lead generation. Join a dynamic team dedicated to performance and creativity in a fun, collaborative environment.

Qualifications

• 7+ years of hands-on SEM experience managing large-scale SEM investments.
• Proven ability to reduce CPL without impacting quality.
• Deep knowledge of digital marketing metrics and analytics tools.

Responsibilities

• Own and execute full-funnel SEM strategy across Google and Bing.
• Launch and manage campaigns that drive real leads.
• Daily, weekly & monthly SEM reporting and analysis.

Skills

SEM/PPC Management

Digital Marketing Metrics

Web Analytics

Campaign Strategy

Education

Bachelor’s degree in marketing, business, or related discipline

Tools

Google Ads

Microsoft Advertising

Adobe Analytics

SEMrush

SA360

Job description

Our Marketing & Segmentation team for our Direct Channels Personal Insurance product offerings (home, auto and pet) is on the hunt for a performance-obsessed SEM Manager who gets excited by things like lowering CPLs, scaling winning campaigns, and spotting anomalies before they become problems. If you know your way around Google and Bing like your morning coffee order, we want you on our team.

This role is all about driving leads that matter for two of Canada’s leading direct-to-consumer insurance brands, Sonnet and Petline. You’ll take the reins on paid search strategy and execution, and you’ll get to work with a fun, smart crew that’s serious about performance but doesn’t take themselves too seriously.

What can you expect in this role?

TheSearch Engine Marketing Managerwill be responsible for the following:

• Own and execute full-funnel SEM strategy across Google, Bing, and emerging platforms for Sonnet and Petline

• Launch, manage, and continuously optimize campaigns that drive real leads (not vanity clicks)

• Manage bids, budgets, audiences, keywords, and ad copy like a pro

• Optimize landing pages, lead quality, quote flows, and conversion pathsin collaboration with broader marketing, BI, and CRM teams

• Use tools like SA360, Google Analytics, SEMrush, and Adobe Analytics to track, analyze, and improve performance

• Daily, weekly & monthly SEM reporting and analysis, ad hoc reporting as needed, and building dashboards that tell a clear story to inform smarter, faster decisions

• Identify growth opportunities through A/B testing, keyword insights, and performance trends by market and product

• Stay nerdy about SEM trends, betas, and industry updates - especially anything Google throws our way

What do you bring to the role?

• 7+ years of hands-on SEM/PPC experience managing large-scale SEM investments, ideally in a lead-gen environment

• Bachelor’s degree in marketing, business, or related discipline

• Deep knowledge of Google Ads, Microsoft Advertising, and ad tech platforms such as SA360, along with tools like BrightEdge and SEMrush

• Expertise in digital marketing metrics (CPC, CVR, CPA, ROAS) and use web analytics tools such as Adobe Analytics, Google Analytics, or Amplitude

• Proven ability to reduce CPL without tanking quality

• You speak TOFU/MOFU/BOFU fluently and know how to build campaigns for each stage

• Comfort with GA4, Looker Studio, GTM, landing page testing, and offline conversion tracking

• Communicate clearly and confidently, using strong written and interpersonal skills to share insights, influence stakeholders, and celebrate wins

• You’re curious, collaborative, and not afraid to get in the weeds

• You’re the kind of person who shares wins, learnings, and the occasional meme

• Extra credit if you’ve worked in regulated spaces like insurance or financial services

Salary Range: $77,100 - 142,000