Senior SEM Manager

About this role

1Password is growing. We’ve surpassed $400M in ARR and we’re continuing to accelerate, earning a spot on the Forbes Cloud 100 for four years in a row and teaming up with iconic partners like Oracle Red Bull Racing.

About 1Password

At 1Password, we’re building the foundation for a safe, productive digital future. Our mission is to unleash employee productivity without compromising security by ensuring every identity is authentic, every application sign-in is secure, and every device is trusted. We innovated the market-leading enterprise password manager and pioneered Unified Access Management, a new cybersecurity category built for the way people and AI agents work today. As one of the most loved brands in cybersecurity, we take a human-centric approach in everything from product strategy to user experience. Over 180,000 businesses, from Fortune 100 leaders to the world’s most innovative AI companies, trust 1Password to help their teams securely adopt the SaaS and AI tools they need to do their best work.

If you're excited about the opportunity to contribute to the digital safety of millions, to work alongside a team of curious, driven individuals, and to solve hard problems in a fast-paced, dynamic environment, then we want to hear from you. Come join us and help shape a safer, simpler digital future.

The Senior SEM Manager will report directly to the Director, Performance & Paid Media and is responsible for owning and scaling paid search as one of 1Password's most strategic demand channels. This is a rare, high-impact role that sits at the intersection of B2C and B2B, driving growth across two distinct go-to-market motions: a Product-Led (Self-Serve) motion where paid search fuels trial starts and direct conversions, and a Sales-Assisted motion where it generates qualified pipeline for the enterprise and mid-market sales team.

This leader will set the strategic direction for paid search globally, manage a significant budget, and operate as both a hands-on practitioner and a strategic thought partner to Demand Gen, Growth, Web, and Revenue Operations. Critically, this role requires an AI-forward mindset — someone who actively builds with and experiments using AI tools to accelerate campaign development, creative testing, audience intelligence, and keyword strategy.

This role is ideal for someone who has lived on both sides of the PLG/SLG fence and thrives in complexity, data, and speed.

How we’re using AI today On the Marketing team, we’re growing our AI capability together and redesigning how work gets done. We’ve built agents to improve workflows focused on competitive intelligence, content creation, and campaign planning, helping us stay sharp, reduce context-switching, and surface the right information at the right time. AI helps us coordinate, execute, and uncover insights faster so we can spend more time on what’s most important: performance, judgement, and driving the future of 1Password.

This is a remote opportunity within Canada and the US.

What you can expect:

- Own and drive the global paid search strategy across Google Ads, Microsoft Ads, and emerging search platforms (including AI-powered search surfaces like SGE/Perplexity)

- Develop and maintain a paid search roadmap that maps to both Self-Serve (trial starts, direct conversions) and Sales-Assist (MQL, SQL, pipeline) KPIs simultaneously

- Balance B2C buying behavior (individual users, prosumers, families) with B2B buying cycles (SMB through Enterprise), tailoring bidding, messaging, and landing experiences accordingly

- Lead the evolution of paid search strategy as 1Password scales into new markets, products, and customer segments

Execution & Optimization:

- Own end-to-end campaign management: keyword strategy, audience segmentation, bid management, ad copy, and landing page alignment

- Drive ongoing optimization across CAC, ROAS, MQL volume, pipeline contribution, and LTV signals, with clear visibility into both PLG and SLG performance

- Build and manage a rigorous experimentation program — continuous A/B testing of creative, landing pages, offers, and audience segments

- Partner closely with the Web team to ensure paid search landing experiences convert efficiently for both self-serve and sales-assisted paths

AI as a Builder:

- Actively leverage AI tools (e.g. Google Ads AI features, Performance Max, broad match + smart bidding, ChatGPT, Gemini, Dust, etc.) to accelerate and enhance every dimension of the paid search workflow

- Build AI-assisted processes for keyword research, competitive analysis, ad copy generation and testing, search term mining, and performance reporting

- Stay ahead of how generative AI and LLM-based search (Google AI Overviews, Perplexity, Bing Copilot) are reshaping the paid search landscape — and adapt strategy accordingly

- Champion AI adoption within the broader performance marketing team, sharing learnings and frameworks

Analytics & Attribution:

- Partner with Marketing Analytics and Revenue Operations to ensure accurate attribution across both PLG (trial-to-paid) and SLG (MQL-to-opportunity-to-closed-won) funnels

- Own forecasting and budget pacing for the paid search channel, with clear reporting on contribution to pipeline and ARR

- Build fluency across GA4, SA360, Salesforce, and self-serve analytics tools to tell the full funnel story

Cross-Functional Partnership:

- Work closely with Global Campaigns, SEO/GEO and Growth Web to align on messaging, offer strategy, and conversion paths tailored to each motion

- Serve as the paid search subject matter expert in demand gen planning cycles, QBRs, and budget conversations

- Manage agency and vendor relationships where applicable, holding partners to high performance standards

What we're looking for:

- 7+ years of hands-on paid search / SEM experience in a B2B SaaS or dual B2C/B2B environment

- Proven experience managing paid search across both a PLG/self-serve and a sales-

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