Overview

The TurboTax marketing team is currently looking for a Senior SEM Lead who will bring in-depth knowledge of paid search (PPC) best practices and a proven track-record of managing, optimizing, and growing our holistic search program with a focus on delivering business goals (web & app conversions, sales, revenue). This role requires the ability to operate on both a strategic and tactical level with a desire to drive results through the use of data and testing. The ideal candidate will have at least 7+ years of experience and strong critical thinking skills with an exceptional ability to collaborate in a fast-paced, team-oriented environment.Your primary goal would be to drive holistic search strategy and best practices across the org, as well as spearhead the paid search advertising efforts across multiple platforms to preserve and grow paid and organic search qualified traffic that delivers on aggressive business goals each year. While SEM is the clear focus of this role, knowledge of SEO is beneficial and will allow for stronger integration with broader marketing efforts.The ideal candidate will have excellent communication skills and attention to detail, as well as be open to feedback from stakeholders to improve performance and the ability to influence change within a large, matrixed org.Intuit has embraced a hybrid way of working. This is a hybrid role with the expectation of working from our Toronto office 3 days per week.

What you'll bring

• 6+ years of SEM/PPC experience, with a proven track record of driving sales, revenue, and efficiency.
• Expertise in developing and executing comprehensive paid search strategies and plans that deliver measurable business growth.
• Proven ability to manage multimillion-dollar budgets effectively, balancing growth and cost-efficiency.
• Strong experience with PPC tools and platforms (Google Ads, Bing Ads, SA360, keyword research and ranking tools).
• Expert-level analytical and problem-solving skills, including experience analyzing large datasets to generate insights and drive business decisions.
• Strong communication skills, with the ability to present ideas, results, and recommendations clearly to stakeholders at all levels.
• Demonstrated ability to prioritize effectively, focus on the critical few, and align conflicting priorities with clear solutions.
• Entrepreneurial mindset with a track record of “test and learn” experimentation, innovation, and the ability to pivot quickly.
• Experience collaborating with agencies and cross-functional teams to achieve goals.
• Enthusiasm for staying current on the latest search marketing trends and applying them to real business challenges.
• Positive, collaborative team player with a passion for driving results.

Nice to have:

• Exposure to GenAI, Chatbot, Schema, AMP, and other modern SEO techniques to ensure top organic rankings.

• Technical SEO expertise, including:

  • Platform migrations
  • Crawling/rendering best practices
  • Subdomains vs. TLDs
  • Core Web Vitals
  • International SEO

• Experience with keyword research and writing optimized metadata (title tags, meta descriptions, etc.) in collaboration with content and design teams for high-visibility pages.

How you will lead

SEM (Core Responsbilities)

• Partner with the broader TurboTax marketing, website, and Comms/PR teams to holistically oversee all aspects of the TurboTax holistic search programs (paid & organic), from planning to implementation, from deep dive analysis to effectively communicating complex concepts to senior leaders.
• Develop, implement, and scale a comprehensive paid search strategy to support sales and revenue targets
• Own campaign management across Google Ads, Bing Ads, and SA360, through collaboration with our PPC agency on all the following aspects:
  • execute, and optimize paid search campaigns across all PPC platforms,
  • Conduct in-depth keyword research, audience targeting, and ad copy testing to improve campaign performance.
  • Manage campaign budgets, bid strategies, and ad scheduling to ensure efficient use of advertising spend
  • Identify opportunities for optimization and implement data-driven campaign improvements.
  • Conduct regular A/B testing and experiments to continuously enhance campaign performance.
• Manage large budgets with precision, ensuring efficient allocation and strong ROI.
• Utilize analytics tools (e.g., Internal Dashboards, Google Ads, Bing Ads, SA360) to monitor and analyze campaign performance metrics, including CPCs. click-through rates, conversion rates, cost per acquisition, and return on ad spend
• Build and deliver reporting frameworks that provide actionable insights to senior leadership.
• Identify Holistic Search opportunities, proactively implementing these strategies to maximize Holistic search outcomes (more overall search conversions, less spend), and help lead testing ideas and insights.
• Evaluate and identify new, innovative opportunities to prioritize and drive fast experimentation and learning.
• Act as the subject matter expert and thought leader for SEM, ensuring our approach stays ahead of platform updates and industry trends.

Additional responsibilities may include:

• Oversee TurboTax SEO strategy end-to-end (driven by our SEO lead) to ensure it meets our holistic search strategy objectives
• Apply SEO understanding (technical fundamentals, keyword research, and content optimization) to inform holistic search initiatives.
• Contribute to integrated campaigns where SEM and SEO can amplify results together.