Digital Marketing Manager, Paid Channels

Digital Marketing Manager, Paid Channels

Function: Marketing

Reports to: Sr Director, Demand Generation

Position Summary

The Digital Marketing Manager – Paid Channels & SEM leads the strategy, execution, and optimization of OnBoard’s paid digital marketing programs across search, social, display, and programmatic channels.

This role is pivotal in driving qualified pipeline growth and brand visibility through data-informed, AI-enhanced performance marketing. The ideal candidate blends analytical rigor with creativity — leveraging automation, predictive analytics, and generative AI tools to scale impact efficiently and intelligently while maintaining strong governance and ROI discipline.

Key Responsibilities

• Strategize, execute, and manage paid search campaigns across Google, Bing, and other platforms.
• Oversee paid social media advertising to ensure campaigns are targeted, engaging, and conversion-focused.
• Manage display and programmatic campaigns, continuously optimizing for reach and efficiency.
• Develop and execute Account-Based Marketing (ABM) strategies to improve account penetration and alignment with Sales.
• Lead PPC optimization efforts, incorporating A/B and multivariate testing for continuous improvement.
• Own review-site strategy and partnerships to elevate brand reputation and engagement.
• Leverage AI and automation tools (e.g., Google Performance Max, Meta Advantage+, 6sense AI, Clay) to improve audience targeting, creative testing, and budget allocation.
• Collaborate with RevOps and Data Science teams to connect paid media results to revenue outcomes and attribution insights.
• Build prompt libraries and automation workflows to streamline campaign creation, reporting, and analysis.
• Monitor and test emerging AI-driven ad formats and beta programs from Google, LinkedIn, and Meta.
• Administer and optimize the digital advertising budget to ensure maximum ROI.
• Provide detailed reporting and actionable insights on channel performance and campaign optimization.
• Ensure compliance with privacy, data governance, and responsible AI marketing practices.
• Manage agency and vendor relationships for all paid channels.
• Mentor digital marketing professionals and foster a culture of experimentation and learning.

Skills and Experience Needed

• Bachelor’s degree in Marketing, Advertising, or related field.
• 5–8 years of experience in SEM and paid digital channel management.
• Proven success managing Google Search, Bing, Display, Social, and Programmatic campaigns.
• Experience with AI-based optimization and predictive targeting in paid media.
• Demonstrable experience in using generative AI tools (e.g., ChatGPT, Jasper, Copy.ai) for ad copy, creative testing, and reporting automation.
• Familiarity with prompt engineering for marketing automation use cases
• Deep understanding of PPC management, ABM targeting, and full-funnel paid media.
• Proficiency in analytics, reporting, and budget execution.
• Experience using AI-powered ad platforms and predictive analytics tools to improve campaign performance.
• Familiarity with marketing automation systems (Marketo, HubSpot, or similar) and AI-driven audience platforms (6sense, Demandbase).
• Knowledge of AEO/GEO optimization and global paid strategy.
• Google Ads and Google Analytics certification preferred.
• Previous experience managing an agency partner.

Core Competencies

• Accountability
• Adaptability
• Applied Learning
• Business Acumen
• Collaboration
• Customer Focus
• Decision Making
• Driving for Results
• Dealing with Ambiguity
• Technical/Professional Skills and Knowledge
• AI Fluency & Data-Driven Experimentation

About the company:

Boards set the standard for what organizations can achieve. At OnBoard, our board management software helps boards function at a higher level so every organization can make a bigger difference in the world.

Launched in 2011, today, OnBoard serves as the board intelligence platform for more than 5,000 organizations and their 12,000 boards and committees in 60 countries worldwide. With customers in higher education, nonprofit, healthcare systems, government, and enterprise business, OnBoard is the leading board management provider.

OnBoard has grown from a class project at Purdue University in West Lafayette, Indiana in 2003 into the world’s leading board management software platform today. Backed by JMI Equity and the acquisitions of eScribe and Govenda, OnBoard is positioned to become the industry leader in Board Management and Meeting Solutions for private and public sector entities.

Benefits and Perks:

• Company provided equipment (laptop, software, etc.)
• Employment with a growing, casual, fun, philanthropic minded company
• Employer paid extended health benefits, including health spending account (CAN based employees)
• US Based Employees
• Comprehensive, high-quality medical/prescription drug plan options, as well as dental and vision plan offerings.
• An employer contribution to your Health Savings Account (HSA) if you participate in a High Deductible Healthcare Plan.
• Medical Flexible Spending Accounts available.
• Dependent Care Flexible Spending Accounts available.
• Basic life insurance in the amount of $50,000 or 1 X’s your salary (whichever is higher).
• Short and long-term disability and Accidental Death and Dismemberment benefits at no cost to you.
• 401K Retirement Savings Plan with automatic enrollment at the first of the month following 60 days of employment at 5% to help you secure your financial freedom. We offer a generous company match that starts on the first of the month following 60 days of employment. The company match is dollar for dollar on the first 3% of your pay that you contribute and $0.50 on the dollar on the next 2%, for a total match of 4%.
• Paid Time Off (PTO)/Holiday

Diversity Statement - Culture of Togetherness:

At OnBoard, our mission is to encourage and celebrate a culture of togetherness. We acknowledge that uniqueness is powerful, and we welcome, foster, and appreciate all. Diversity, Equity, and Inclusiveness fuel the Pathfinder atmosphere and all our efforts. Our power is in our people and we Pledge 1% to give back to our communities and across the globe.

OnBoard is an equal opportunity employer and committed to a diverse and inclusive working environment. Passageways does not discriminate based on race, national origin, gender, gender identity, sexual orientation, protected veteran status, disability, age, or other legally protected status. For individuals with disabilities who would like to request an accommodation please email peopleops@passageways.com.