Senior SEM Manager

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-assisted motion — not just one or the other - Track record of managing large budgets with direct accountability to pipeline and revenue outcomes - Experience building and scaling experimentation programs in paid search - Expert-level proficiency in Google Ads, Microsoft Ads, SA360, and GA4 - Strong command of B2B attribution and Salesforce-integrated reporting - Actively uses AI tools to accelerate workflow and build smarter processes - Analytically rigorous — you connect search metrics to business outcomes, not just channel KPIs - Strong communicator who can influence senior stakeholders with clear, data-backed recommendations - Equally comfortable at the strategic and executional level USA-based roles only: The annual base salary for this role is between $118,000 USD and $171,000 USD, plus immediate participation in 1Password's benefits program (health, dental, 401k and many others), utilization of our generous paid time off, an equity grant and, where applicable, participation in our incentive programs. Canada-based roles only: The annual base salary for this role is between $113,000 CAD and $164,000 CAD, plus immediate participation in 1Password’s generous benefits program (health, dental, RRSP and many others), utilization of our generous paid time off, an equity grant and, where applicable, participation in our incentive programs. At 1Password, we approach each individual's compensation with a promise of fair market value and internal equity commensurate with experience and specific skill set. This posting is for an existing vacancy. Our culture At 1Password, we prioritize collaboration, clear and transparent communication, receptiveness to feedback, and alignment with our core values: keep it simple, lead with honesty, and put people first. You’ll be part of a team that challenges the status quo, and is excited to experiment and iterate in search of the best solution. That said, 1Password is not for everyone https://blog.1password.com/inside-the-culture-powering-1passwords-next-chapter/. Our work is demanding, we strive for excellence, and the pace is fast. We need people who are keen to take on challenging problems, who seek feedback to grow, and who are driven to make an impact. If you're looking for a place where you can settle into a comfortable routine, this might not be the right fit for you. We’re looking for individuals who are proven experts in their fields, as well as those who are highly adaptable, can thrive in ambiguity and through change, are curious, and above all deliver results. How we work with AI We are committed to leveraging cutting-edge technology—including AI—to achieve our mission. We also understand that thinking critically about AI in its current forms will help us create better solutions for our customers and ourselves with its future forms, which will help us continue to close the gap between security and privacy and achieve our mission. We want team members at all levels to take the approach of actively learning AI best practices, identifying opportunities to apply AI in meaningful ways, and driving innovative solutions in their daily work. Embracing the future of AI isn't just encouraged—it's an essential part of how we will be successful at 1Password. This approach extends to our hiring process—candidates are welcome to use AI tools responsibly and thoughtfully during the application process. Our approach to remote work We believe in the power of remote work, but recognize that in-person connection is important to help us achieve our mission. While we are a remote-first company, travel for in-person engagement is a part of almost all roles, and we require our employees to be ready and willing to take part. Frequency will depend on role and responsibilities, and may include, but is not limited to: annual department-wide offsites, team meetings, and customer/industry events. What we offer We believe in working hard, and rewarding that hard work through our benefits. While not an exhaustive list, here is a glance at what we currently offer: Health and wellbeing 👶 Maternity and parental leave top-up programs 🩺 Competitive health benefits 🏝 Generous PTO policy Growth and future 📈 RSU program for most employees 💸 Retirement matching program 🔑 Free 1Password account Community 🤝 Paid volunteer days 🏆 Peer-to-peer recognition through Bonusly 🌎 Remote-first work environment *Some roles in our GTM team are currently being hired for in-person hybrid work in Toronto and Austin. These roles will specify on the posting. You belong here. 1Password is proud to be an equal opportunity employer. We are committed to fostering an inclusive, diverse and equitable workplace that is built on trust, support and respect. We welcome all individuals and do not discriminate on the basis of gender identity and expression, race, ethnicity, disability, sexual orientation, colour, religion, creed, gender, national origin, age, marital status, pregnancy, sex, citizenship, education, languages spoken or veteran status. Be yourself, find your people and share the things you love. Accommodation is available upon request at any point during our recruitment process. If you require an accommodation, please speak to your talent acquisition partner or email us at nextbit@agilebits.com and we’ll work to meet your needs. Remote work is a part of our DNA. Given that our company was founded remotely in 2005, we can safely say we're experts at building remote culture. That said, remote work at 1Password does mean working from your home country. If you've got questions or concerns about this, your talent partner would be happy to address them with you. Successful applicants will be required to complete a background check that may consist of prior employment verification, reference checks, education confirmation, criminal background, publicly available social media, credit history, or other information, as permitted by local law. 1Password uses artificial intelligence (AI) and machine learning (ML) technologies, including natural language processing and predictive analytics, to assist in the initial screening of employment applications and improve our recruitment process. See here https://www.ashbyhq.com/downloadables/ashby-bias-audit-08-2024.pdf for the latest third party bias audit information. If you prefer not to have your application assessed using AI/ML features, you may opt out by completing this form https://jobs.ashbyhq.com/1password/automation-notice. For additional information see our Candidate Privacy Notice https://1password.com/files/candidate-privacy-notice.pdf.