Senior SEM Account Manager

About Softline Solutions Softline Solutions is a full-service digital marketing agency based in Southern California that helps businesses grow online by increasing visibility, generating leads, and boosting sales. They build tailored, data-driven campaigns across key digital channels and manage everything from strategy to execution and reporting. The goal is measurable growth, not buzzwords. About the role Softline Solutions is seeking a Senior SEM Account Manager to lead strategy, execution, and performance growth for a portfolio of larger lead generation-focused accounts. This is a high-impact, high-ownership role for an experienced paid media professional who combines deep analytical intelligence with client-facing leadership and hands-on campaign execution expertise. The ideal candidate brings expert-level command of Google Ads and paid search in particular, alongside meaningful experience across Meta and supporting platforms. You will go deep on campaign data, surface non-obvious insights, and translate them into concrete strategies that move the revenue needle — while also serving as the primary point of contact for client-facing reviews, planning sessions, and growth discussions. This role sits at the intersection of paid search leadership, performance analytics, and cross-functional strategy. You will partner closely with our Creative, CRO, Analytics, and Development teams — both to improve conversion performance and to ensure paid media intelligence is actively informing creative direction, copy development, and go-to-market planning. This is a senior individual contributor and client leadership role with significant strategic ownership, visibility, and growth potential within Softline's Managed Services Division. Core Responsibilities Paid Search Campaign Management & Execution Build, launch, manage, and optimize paid search campaigns across: Google Ads — Search, Performance Max, Display, Demand Gen, YouTube Microsoft Advertising Additional platforms including Meta (Facebook/Instagram), LinkedIn, TikTok, Criteo, AdRoll, and emerging channels Manage a focused portfolio of larger lead generation accounts with complex funnels and aggressive growth goals Develop and own campaign architecture, ad group structure, keyword strategy, match type governance, bid strategy configuration, and budget allocation frameworks Execute Responsive Search Ad (RSA) copy testing cycles, PMAX asset group optimization, and Shopping feed hygiene for accounts where applicable Conduct technical account audits covering structure, naming conventions, Quality Score factors, automation settings, and tracking integrity — delivering written reports with prioritized action plans Performance Analysis & Reporting Conduct comprehensive, platform-level deep-dives across Google Ads (Search, Display, Demand Gen, PMAX, YouTube) and Meta Ads, analyzing campaign structure, ad set efficiency, creative performance, copy effectiveness, audience segmentation, bidding strategies, and budget allocation Build and own recurring performance reports and executive-level dashboards using GA4, Looker Studio, and native platform reporting — ensuring insights are actionable and clearly tied to client business KPIs Identify performance trends, anomalies, and attribution gaps across the full funnel — from impression to closed revenue and develop structured recommendations from findings Develop forecasting models, budget allocation recommendations, and KPI reporting frameworks for client accounts Perform competitor analysis and benchmark client performance against industry standards to contextualize results and identify growth whitespace Conduct post-campaign retrospectives and A/B test analyses with statistically sound methodology, translating results into documented learnings for future campaign cycles Attribution & Measurement Serve as a senior practitioner on Google Analytics 4 — including event schema design, conversion configuration, custom reporting, attribution modeling, and data layer governance Lead UTM taxonomy governance and QA across all paid channels to ensure clean, consistent tracking that enables accurate multi-touch attribution Implement and troubleshoot conversion tracking across Google Ads, Meta Pixel, CAPI (Conversions API), GA4, GTM, and third-party platforms Evaluate and advise on attribution model selection (data-driven, linear, time-decay, position-based) relative to client business models and funnel complexity Manage or contribute to CRM integrations, offline conversion imports, and enhanced conversions to improve signal quality and reduce dependence on cookie-based tracking Stay current with evolving privacy regulations (GDPR, CCPA), browser-level tracking restrictions, and their implications for measurement strategy Creative & Copy Performance Intelligence Analyze creative and ad copy performance at a granular level — by format, messaging angle, visual treatment, CTA, and funnel stage — to identify which combinations drive qualified engagement and conversion Develop structured creative performance briefs that arm brand and creative teams with data-backed direction for asset development Partner with the Creative team on iterative testing roadmaps — providing clear hypotheses, success metrics, and post-test analysis for each cycle Audit ad copy for message-market fit, Quality Score alignment, and emotional resonance; deliver copy scoring reports with specific revision recommendations Maintain a creative intelligence repository documenting winning themes, fatigue signals, and platform-specific best practices Client-Facing Leadership & Strategic Planning Lead client-facing performance reviews, QBRs (Quarterly Business Reviews), strategic planning sessions, and growth discussions — calibrating depth and communication style to the audience Translate business objectives into actionable media, landing page, and testing strategies with clearly defined success metrics Prepare and present analysis decks and ad hoc deep-dives to client marketing leaders and, where applicable, C-suite stakeholders Contribute to new business pitches by providing data-driven channel opportunity analyses and competitive landscape assessments Serve as the primary day-to-day client contact for accounts in your portfolio, maintaining strong communication cadences and high satisfaction standards Cross-Functional Collaboration Collaborate cross-functionally with CRO, Creative, SEO, Analytics, and Development teams to improve conversion performance and user journey outcomes Translate paid media insights to inform broader brand strategy, content calendars, and go-to-market planning alongside creative and brand teams Coordinate deliverables across internal teams while maintaining accountability and execution quality Document processes, analytical frameworks, and optimization playbooks that can be leveraged across the broader paid media team Project & Workflow Management Manage workflows, timelines, and campaign execution using Jira and Confluence Maintain structured project documentation including analysis briefs, test logs, recommendation trackers, and performance scorecards Manage multiple concurrent account workstreams without sacrificing analytical depth or turnaround quality Qualifications Experience 5–8+ years of SEM / paid media experience within a digital marketing agency environment Proven experience managing larger lead generation-focused accounts with complex funnels Demonstrated ability to do both: campaign execution AND deep analytical work — this role requires both Track record managing and analyzing paid media campaigns with monthly budgets of $50K–$500K+ Experience working directly with creative and brand teams to inform asset strategy using performance data History of building and presenting formal performance analysis and strategy to senior stakeholders and clients Platform & Technical Expertise Expert-level proficiency in Google Ads — Search, Display, Demand Gen, Performance Max, YouTube, and Shopping Strong hands-on expertise in Meta Ads Manager — including campaign architecture, Advantage+ campaigns, DPA, CAPI, audience strategy, and creative testing methodology Deep proficiency in Google Analytics 4 — custom event configuration, attribution modeling, exploration reports, and integration with Google Ads / GTM Proficiency in Google Tag Manager — container management, trigger/variable configuration, conversion tracking setup, and QA debugging Working proficiency in Microsoft Advertising; LinkedIn Ads, TikTok Ads, or programmatic DSPs a strong plus Advanced proficiency in Excel and Google Sheets — pivot tables, VLOOKUP/XLOOKUP, data modeling Experience with Looker Studio / Google Data Studio; Supermetrics, Tableau, Power BI, or BigQuery preferred Familiarity with A/B testing strategy, landing page optimization, and conversion funnel analysis Experience with Jira, Confluence, and structured project management workflows Working knowledge of HTML, JavaScript, or SQL is a meaningful differentiator Communication & Soft Skills Exceptional written and verbal communication skills — able to write a crisp executive summary AND walk a client through a complex attribution discrepancy without losing them Strong presentation skills: comfortable leading QBRs, strategy reviews, and data deep-dives with client marketing leaders Highly organized with the ability to manage competing priorities in a fast-paced environment Proactive, solutions-oriented mindset with strong independent judgment Collaborative by default — shares insights freely, elevates teammates, and builds trust across creative, brand, and account teams Why Join Us High-growth agency environment with strong career advancement opportunities Strategic ownership over meaningful client accounts with real accountability and visibility Collaborative culture with integrated Paid Media, CRO, Creative, and Analytics teams Opportunity to influence performance strategy, creative direction, and client growth at scale Annual professional development budget for certifications, conferences, and training Paid platform certification bonuses — Google, Meta Blueprint, LinkedIn, TikTok Flexible remote / hybrid work policy; Los Angeles home base preferred but not required