Director of Paid Search

New York, New York

This job has expired.

HealthPlanOne'smission is to help people find the right health insurance at the right price, so they live healthier lives. We are committed to making the shopping process simpler. Our mission has never been more important than it is today.

The Director of Paid Search reports to the Vice President of Digital Marketing, supervises a Marketing Manager and an Assistant Marketing Manager, and has access to digital analytic support. The Director owns efforts to deliver traffic, leads and customers via Google and Microsoft paid channels, including paid search, in-stream, and display.

Key Responsibilities:

  • Develop best-in-class strategies for the Google and Microsoft paid channels
  • Oversee the execution of paid search campaigns across multiple engines to deliver acquisition goals on budget
  • Be accountable for all facets of hands-on, day-to-day campaign activities: bid management, use of automation, performance monitoring, driving improvement in impression share and quality scores, campaign expansion, account restructures and segmentation, ad copy writing and testing (in cooperation with the optimization team), etc.
  • Develop and leverage a close relationship with the Google and Microsoft teams. Be aware of changes that affect channel strategy and performance, gain insights into best practices, troubleshoot quickly, and obtain participation in betas to stay cutting edge
  • Partner with the site optimization team to create and ever evolving roadmap that improves key metrics (funnel progression, conversion) to continuously improve site performance, in turn to support rapid, profitable spend expansion
  • Work closely with the predictive analytics team, which models lead and customer value, and provides analytic input to guide bidding tactics
  • Work closely with our internal brokerage team to understand and improve drivers of cost per acquisition and maximize leads on budget
  • Deliver regular updates on channel performance, key drivers, and opportunities for improvement
Key Experience
  • At least 6 years of experience in paid search, with at least three executing hands-on, and at least three years managing people
  • Expert knowledge of SEM, plus deep understanding of and passion for the digital advertising space
  • Proficient in keyword planning, account set up, smart bidding strategy (CPA, ROAS, enhanced CPC, portfolio bidding, target impression share), audience targeting, demographic and device segmentation
  • Experience running multivariate tests, calculating significance, reporting results, and making sound recommendations
  • Executional experience with Google Ads, Google Ads Editor, Microsoft Advertising, Microsoft Ads Editor, and Google Analytics
  • Has used and is comfortable with attribution methodologies, including cross-platform attribution
  • Has run paid search within a performance marketing organization that leverages many channels, including paid social, display, television, direct mail, and print
  • Experience with third-party ad management software (DSP/DMP) nice, but not required
Other Important Abilities
  • Strong team player, highly collaborative, builds relationships easily, likes to work across functional areas
  • Exceptionally strong analytic skills
  • Excellent communication abilities
  • Self-driven; always seeking to improve performance to grow the business and serve customers better
  • Intellectually curious, particularly about digital marketing
  • Highly accountable
  • Advanced Excel skills
Education Requirements
  • B.A. or B.S.

Due to the unprecedented situation of COVID-19, HPOne has decided to protect our current and future employees by managing our business remotely. This is inclusive of interviewing, training, and day-to-day operations. We will be returning to an office setting once we are safe to do so following the guidance of local health authorities' and the CDC. Currently all employees are working remotely. Our centers are consistent with CDC guidelines and align with local government orders pertaining to all Company physical locations in relation to COVID-19.

Equal Employment Opportunity (EEO) is a fundamental principle at HPOne, where employment is based upon personal capabilities and qualifications. HPOne does not discriminate because of actual or perceived sex, sexual orientation or preference, gender identity, gender, transgender, race, color, religion, national origin, creed, citizenship status, ancestry, age, marital status, pregnancy, childbirth or related medical conditions, medical conditions including genetic characteristics, mental or physical disability, military and veteran status, or any other protected characteristic as established by law. HPOne requires the necessary drug testing and background checks as part of our pre-employment practices. If you need assistance or an accommodation due to a disability, please contact us to request accommodation at

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