SEM Marketing Manager

Job Overview:

The Marketing & Communications team is responsible for connecting the world to lifelong transformative learning. They also work to shape public conversations on the future of education and work. The team is segmented into four areas of focus: Consumer Marketing, Enterprise Marketing, Brand & Creative, and Communications. The team is currently focused on expanding the reach of Coursera’s brand and bringing new learners to the site, connecting students to degree programs, attracting new enterprise customers — including businesses, governments, and campuses — and creating a marketing system that nurtures learners throughout their professional lives. 

As a SEM Marketing Manager on the Consumer Marketing team, you'll manage and scale our paid search campaigns on Google and Microsoft to drive students to our online degrees and drive revenue for Coursera through paid new customer acquisition. You will own and scale our current efforts across all these two ad platforms, and pilot new paid advertising opportunities in Google Ads to attract new paying customers for Coursera.

To be successful in this role, you will drive the roadmap for paid acquisition for your channels, be responsible for managing a budget that hits acquisition targets consistently, and work cross-functionally with brand, regional marketing teams, data science, product and media agency partners (as needed) to ensure we are driving performance and effectively communicating our brand.

Responsibilities:

• Support and drive paid user acquisition for our consumer business segment via Google and Microsoft Ads
• Report and analyze campaign performance on a weekly and monthly basis; develop insights and present quarterly business reviews. Identify the highest impact testing opportunities
• Collaborate with Data Science, SEO, Brand, Data Engineering, and Product to ensure that we are driving incremental ROI-positive performance while effectively communicating our brand
• Collaborate with regional teams to ensure their localized paid search campaigns support global targets in a cost-effective manner. Share and maintain global best practices that can be adapted regionally
• Partner with Data Science and Finance to understand LTV/CAC rates of the paid customers from SEM

Basic Qualifications:

• 3+ years of experience owning performance marketing goals and cost-efficient management of marketing budgets using Google ads.
• 3+ years of experience using data visualization tools, Excel, SQL or other data analytics tools to analyze campaign performance.
• Demonstrated history managing SEM campaigns in collaboration with cross-functional teams such as Data Science and SEO (organic).
• Demonstrated history working with Google Tag Manager or has collaborated with teams that owned/managed Google Tag Manager.
• Demonstrated history partnering with brand or creative teams to formulate or optimize campaign messaging.

Preferred Qualifications:

• Background in SEM/PPC
• Google Ads certified
• Google Analytics certified
• Experience with SEO (organic search)
• Familiarity with SQL
• Tableau / PowerBI experience or certified

If this opportunity interests you, you might like these courses on Coursera:

• Meta Marketing Analytics
• Digital Marketing Specialization
• Google Digital Marketing & Ecommerce

Compensation:

Our job titles may span more than one career level. The starting base pay for this role is between $104,000 to $150,000. The actual base pay is dependent upon many factors, such as: training, transferable skills, work experience, business needs, and location. The base pay range is subject to change and may be modified in the future. This role may also be eligible for bonus, equity, and benefits.