The Manager, Digital Marketing- SEM drives online sales, traffic, and customer acquisition by developing and executing high-performing paid search strategies. Leveraging data, customer insights, automation, and optimization techniques, this role maximizes marketing efficiency and return on investment while supporting broader digital growth objectives.
The Manager, Digital Marketing- SEM develops and executes paid search strategies to drive qualified traffic, online sales, and customer acquisition across search platforms. This role works closely with Consumer Insight, Customer Data Platform, Analytics, Merchandising, and Digital teams to identify growth opportunities, optimize audience targeting, and implement testing strategies that improve campaign performance. The role monitors changes in customer search behavior, competitive activity, and market trends to continuously refine bidding strategies, keyword portfolios, and campaign effectiveness.
The Manager, Digital Marketing- SEM leads the planning, execution, and optimization of search campaigns across branded, non-branded, shopping, local, and performance-based campaign types. The role ensures campaigns are aligned with business priorities, seasonal initiatives, merchandising strategies, and customer demand while maximizing efficiency through automation, audience signals, and AI-driven bidding strategies.
The Manager, Digital Marketing-SEM is responsible for managing a significant media budget to achieve both short-term revenue goals and long-term customer growth objectives. This includes delivering strategic search marketing plans that support customer acquisition, sales growth, return on ad spend (ROAS), profitability, and market share. The role partners closely with agency and platform partners to identify innovation opportunities, improve campaign performance, and implement best practices across search marketing.
Regular reporting and analysis of campaign performance, customer acquisition, incrementality, and business results ensure continuous optimization. The Manager, SEM develops testing roadmaps across keywords, bidding strategies, audience targeting, creative, landing pages, and campaign structure to maximize efficiency and performance. Working in close partnership with Digital, Analytics, eCommerce, and Merchandising teams, this role helps define broader digital growth strategies, optimize media investments, and identify new opportunities to improve customer acquisition and revenue.
Qualifications:
- Bachelor's degree in Marketing, Business, Commerce, or a related field preferred.
- 5+ years of experience managing paid search or performance marketing programs.
- Deep expertise in Google Ads, Microsoft Advertising, Google Merchant Center, and Google Analytics.
- Experience managing large-scale SEM budgets with a strong focus on ROI, ROAS, and customer acquisition.
- Strong understanding of keyword strategy, bidding methodologies, audience targeting, shopping campaigns, Performance Max, and search automation.
- Experience leveraging first-party data, audience insights, and customer behaviour to improve campaign performance.
- Demonstrated experience with testing methodologies, incrementality measurement, attribution, and performance optimization.
- Strong analytical skills with the ability to interpret campaign data and translate insights into actionable recommendations.
- Experience working with agencies, technology partners, and cross-functional business teams.
- Excellent communication and stakeholder management skills with the ability to influence business decisions.
Experience in retail, eCommerce, or omnichannel marketing is considered an asset.
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Leadership Expectations:
Respect the Individual:
Demonstrates and encourages respect for others; drives a positive associate and customer experience for all; embraces differences in people, cultures, ideas, and experiences; supports workplaces where associated feel seen and connected through a culture of belonging, so all associates thrive and perform; contributes to an environment allowing everyone to bring their best selves to work.
Demonstrates engagement and commitment to the team, developing others through feedback, coaching, mentoring, and developmental opportunities; and recognizes others’ contributions and accomplishments.
Builds strong and trusting relationships with team members and business partners; works collaboratively to achieve objectives; communicates with impact and listens attentively to a range of audiences; and demonstrates energy and positivity for own work.
Acts with Integrity:
Maintains and promotes the highest standards of integrity, ethics and compliance; models the Walmart values and leads by example to foster our culture; supports Walmart’s goal of becoming a regenerative company by making a positive impact for associates, customers, and the world around us (e.g., creating a sense of belonging, eliminating waste, participating in local giving).
Follows the law, our code of conduct and company policies, and encourages others to do the same; supports an environment where associates feel comfortable sharing concerns; reinforces our culture of non-retaliation; listens to concerns raised by associates and takes action; acts with accountability for achieving results in a way that is consistent with our values.
Is consistently humble, self-aware, honest, and transparent.
Serve our Customers:
Delivers results while putting the customer first and applying an omni-merchant mindset and acts with an Every Day Low Cost mindset to drive value and Every Day Low Prices for customers.
Adopts a broad perspective that considers data, analytics, customer insights, and different parts of the business when making plans.
Strive for Excellence:
Consistently raises the bar and seeks to improve; demonstrates curiosity and a growth mindset; seeks feedback, asks thoughtful questions; supports innovation and intelligent risk-taking; and exhibits resilience in the face of setbacks.
Implements and supports continuous improvements and willingly embraces new digital tools and ways of working.
The pay range for this position is $91,900.00 - $126,390.00. Pay will be determined based on relevant experience.
L’échelle salariale pour ce poste est de 91,900.00 à 126,390.00. La rémunération sera déterminée en fonction de l’expérience pertinente.
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Outlined below are the required minimum qualifications for this position. If none are listed, there are no minimum qualifications.
Age – 16 or older
Outlined below are the optional preferred qualifications for this position. If none are listed, there are no preferred qualifications.
Walmart will accommodate the disability-related needs of applicants and associates as required by law.
Primary Location…
1940 Argentia Rd, Mississauga, ON L5N 1P9, Canada
