Digital Media Manager (SEM Focus)

About GenScript

Founded in 2002 in New Jersey, GenScript Biotech Corporation accelerates innovation in biotech and healthcare by providing researchers and companies with the building blocks needed to develop groundbreaking treatments and products. Guided by its mission to Make People and Nature Healthier Through Biotechnology, and its role as a well-recognized biotechnology company, GenScript has a team of approximately 6,165 employees and has served more than 200,000 customers across over 100 countries and regions.

Key Responsibilities

• Serve as the primary owner and subject matter expert for SEM strategy, execution, optimization, and reporting across Google Ads and related search platforms.
• Act as the main point of contact for SEM initiatives, proactively partnering with stakeholders to understand business objectives, align priorities, communicate performance, and provide recommendations.
• Develop and execute SEM campaigns, including keyword strategy, audience targeting, bid management, budget allocation, landing page recommendations, and ongoing optimization.
• Define, implement, and maintain robust measurement frameworks, including GA4, Google Tag Manager, UTM governance, conversion tracking, attribution models, and campaign analytics.
• Analyze campaign performance using KPIs such as CTR, CPC, CPA, CPL, MQL, pipeline contribution, and ROAS. Deliver executive-ready reporting with clear insights, business implications, and actionable recommendations.
• Optimize channel mix, audience strategies, and budget allocations to improve marketing efficiency and maximize pipeline contribution.
• Lead the development and implementation of search visibility strategies across traditional search engines and AI-powered discovery platforms, including Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO).
• Partner with content, SEO, and marketing stakeholders to improve content discoverability, answer engine visibility, AI citation presence, and search performance across evolving search experiences.
• Monitor and evaluate AI-powered search platforms, generative search experiences, and emerging search technologies, translating insights into actionable recommendations that improve brand visibility and demand generation outcomes.
• Manage relationships with external media agencies, MarTech vendors, and ABM platforms (e.g., 6sense, RollWorks) to support scalable campaign execution.
• Support integrated media planning across paid search, paid social, display, retargeting, and ABM initiatives, ensuring channel recommendations align with business goals and budget priorities.
• Ensure compliance with internal brand standards, marketing governance, and applicable industry regulations.

Qualifications

• 3+ years of hands-on experience in paid media operations, preferably within B2B biotech, life sciences tools, pharmaceuticals, CDMO/CRO, or scientific technology sectors.
• Proficiency in paid media platforms including Google Ads, LinkedIn Campaign Manager, Meta Ads Manager, and programmatic DSPs. Experience with ABM platforms (6sense, RollWorks) is preferred.
• Strong analytical