Senior Manager of Paid Search

At Allstate, great things happen when our people work together to protect families and their belongings from life’s uncertainties. And for more than 90 years, our innovative drive has kept us a step ahead of our customers’ evolving needs. From advocating for seat belts, air bags and graduated driving laws, to being an industry leader in pricing sophistication, telematics, and, more recently, device and identity protection. 

Job Description

The Growth Media team, part of the Enterprise Media Group within Allstate, is responsible for the planning, execution and optimization of Paid Search (SEM) campaigns across a portfolio of insurance products. We are seeking a strategic, data-driven, and hands-on Senior Manager of Paid Search to lead our paid search initiatives across multiple platforms. This role demands a visionary leader who can navigate the evolving search landscape, especially as AI transforms consumer behavior, automation, and campaign orchestration. The ideal candidate will combine deep platform expertise with a passion for innovation, mentoring, and cross-functional collaboration.

Key Responsibilities:

• Develop and execute paid search strategies aligned with business goals and customer acquisition targets.
• Identify growth opportunities across search platforms and emerging trends in SEM.
• Own end-to-end campaign execution: keyword research, ad copywriting, bidding strategies, audience targeting, and landing page optimization.
• Manage large-scale budgets efficiently to maximize ROI and meet CPA/CAC goals.
• Ensure accurate tagging and tracking to capture all necessary data points for analysis and reporting.
• Partner with Analytics team to monitor, analyze, and report on campaign performance.
• Build test and learn roadmap for paid search to continuously test improvements in performance.
• Stay ahead of AI-driven changes in search behavior, automation, and platform capabilities (ex: PMAX)
• Work closely with SEO and other media channels to create integrated search strategies.

Supervisory Responsibilities:

• Mentor and lead a team of paid search specialists, fostering a culture of accountability, innovation, and continuous learning.
• Conduct regular 1:1s, provide feedback, and support career development through goal-setting and coaching.

Preferred Qualifications:

Experience

• 8+ years of hands-on experience managing paid search campaigns, preferably in high-growth environments.
• Deep expertise in Google Ads, Microsoft Ads, and bid management tools (e.g., SA360, Marin, Skai)
• Deep expertise in excel (pivot tables, vlookups) and powerpoint
• Experience in Adobe Analytics and Google Analytics
• Experience with competitive insight tools such as SEMRush, Adthena, and BrightEdge
• Experience with conversion tracking, attribution models, and audience segmentation

Certificates, Licenses, Registrations

• Google Ads Certification preferred

Functional Skills

• Strong attention to detail and organization required
• Strong partnership management and collaboration with external & internal partners
• Ability to provide insightful feedback and make effective decisions
• Ability to build strong cross-functional relationships
• Ability to effectively understand data, analyze results, draw insights and conclusions, and recommend appropriate actions in an atmosphere of fact-based decision-making
• Strong communication skills both written and presentation

Skills

Analytics, Campaign Development, Campaign Execution, Conversion Tracking, End-to-End Testing, Google Analytics, Microsoft Excel, Paid Search Marketing, Reporting

Compensation

Compensation offered for this role is 0.00 - 0.00 annually and is based on experience and qualifications.

The candidate(s) offered this position will be required to submit to a background investigation.

Joining our team isn’t just a job — it’s an opportunity. One that takes your skills and pushes them to the next level. One that encourages you to challenge the status quo. One where you can shape the future of protection while supporting causes that mean the most to you. Joining our team means being part of something bigger – a winning team making a meaningful impact.

Allstate generally does not sponsor individuals for employment-based visas for this position.

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