Director, SEM & Paid Marketing

Job Description

U.S. News & World Report is a multifaceted digital media company dedicated to helping citizens, consumers, business leaders and policy officials make important decisions in their lives. We publish independent reporting, rankings, data journalism and advice that has earned the trust of our readers and users for 90 years. Our platforms on usnews.com include Education, Health, Money, Travel, Cars, News, Real Estate, Careers and 360 Reviews.

We reach millions of people monthly during moments when they are most in need of expert advice and motivated to act on that advice directly on our platforms. Our signature franchises include our “Best” series of consumer guides on colleges, graduate schools, hospitals, diets, cars, financial services and more. These guides provide an easy-to-digest list for consumers to better understand and compare when making their decisions. We continue to publish annual guides of the authoritative Best Colleges and Best Hospitals rankings on our website and in print. And our U.S. News Live flagship conferences highlight important national conversations including Healthcare of Tomorrow and Healthiest Communities.

We believe in having a broad range of talent and backgrounds at U.S. News. We strive to maintain a welcoming workplace where everyone is given an opportunity to succeed and contribute to their fullest. Learn more about our Diversity, Equity and Inclusion initiative.

Your Role in Helping Us Shape the Future

U.S. News & World Report is seeking a hands-on, data-driven SEM & Paid Marketing leader to support our high-growth verticals, with a focus on Consumer Finance and Insurance. This role is responsible for the end-to-end strategy, execution, automation and optimization of our paid marketing engine, with a primary focus on Search Engine Marketing (SEM).

You will be tasked with driving high-intent audience growth and lead generation in our primary verticals, including mortgages, credit cards, banking, and auto/home/medicare insurance. This is a senior leadership position requiring a blend of technical platform expertise, hands-on experience with robust automation, analytical rigor, and proven ability to manage significant media budgets and meet targets.

The ideal candidate should have a strong understanding of digital marketing, marketing automation, lead capture, media analytics and optimization, the ability to lead cross-functional teams, and a deep knowledge of the latest digital media trends and best practices.

Are You Up to the Challenge?

• Strategic Leadership: Quarterback ongoing optimization of our paid marketing efforts, including marketing automation and consumer experiences to drive best-in-class performance. Develop and execute an integrated paid media strategy that aligns with long-term business goals and aggressive growth targets.

• Data-Driven Improvement. Working with functional teams, plan and execute data-driven automation to optimize and personalize our paid marketing efforts to increase direct purchases and more effective lead generation. Plan and execute data-driven optimization and growth in sell-through and monetization.

• Cross-Functional Excellence. You will lead efforts across a cross-functional team encompassing SEM & Paid Marketing, Data Science, UX & CRO, Partner Management, Analytics and Operations. Improve execution speed by streamlining processes, implementing automation, and integrating technologies to enhance the agility and operations of the broader marketing team.

• Vertical Strategy: Develop category-specific SEM growth plans for consumer financial products and insurance sectors, bringing competitive performance strategies and identifying ways for the company to leverage its brand strengths and differentiate.

• Data & Attribution: Implement and manage advanced attribution models to understand the full-funnel impact of performance spend; collaborate with data science teams to refine LTV/CAC calculations. Partner with Data Science to refine attribution models, implement incrementality testing, and utilize deep-funnel data to inform bidding strategies.

Job Requirements

You should definitely have:

• Experience: At least 8-10 years of performance marketing experience, with at least 4 years in a senior marketing role at a major lead-generator or consumer financial services marketplace.

• Subject Matter Expertise: Deep, hands-on experience in SEM (Google Ads/SA360) and sophisticated data attribution and campaign automation to support optimal performance.

• Industry Knowledge: Proven track record with performance marketing in consumer finance and/or insurance, with a deep understanding of the competitive landscape, lead-generation dynamics and regulatory compliance.

• Analytical Prowess: Expert-level ability to interpret complex data sets, perform A/B testing at scale, and deliver actionable insights to colleagues and executive leadership.

• Education: Bachelor’s degree in Marketing, Economics, Statistics, or a related field; MBA and/or MS preferred.

It would be nice if you had:

• Data science and/or data engineering experience is a plus.

• Experience excelling in a cross functional environment. Proven ability to effect change.

• Experience with full funnel optimization from Advertising click-through to Funnel conversion to Partner lead purchase and downfunnel Lifecycle.

• Experience managing and developing both junior and senior performance marketing team members.

• Familiarity with SEO/SEM interplay and how paid search can support organic authority.

• Passion for the U.S. News mission of providing trusted advice to consumers making critical life decisions.

What it’s like to work with us:

Talent is our best asset!

We invest in people with passion and potential who understand U.S. News’ dedication to our consumers.

· Entrepreneurial, mission-driven culture with core values of quality and integrity

· Focus on fostering personal and professional growth

· Competitive benefits including paid vacation time, medical, tuition reimbursement, and training

· Collaborative Work Environment ~ Fun, diverse, inclusive and ambitious co-workers

Other Job Info:

• These statements are intended to describe the general nature and level of work being performed by employees assigned to this job. This is not intended to be an exhaustive list of all responsibilities, duties, and skills required of employees assigned to this job.

• U.S. News & World Report strongly encourages all employees to be fully vaccinated (including boosters).

• Preference for New York or Washington, DC based applicants to work a hybrid schedule in those office locations. Remote applicants will be considered.

• The base salary for this position is $160,000 to $200,000 plus incentive compensation. The actual base salary offered will depend on a variety of factors, including without limitation, the qualifications of the individual applicant for the position, years of relevant experience, level of education attained, certifications or other professional licenses held, interview performance, and if applicable, the location in which the applicant lives and/or from which they will be performing the job.

​ABOUT THE ORGANIZATION

U.S. News & World Report is a publisher of news and information that empowers people to make better, more informed decisions about important issues affecting their lives.  

EOE STATEMENT

We are an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status or any other characteristic protected by law.

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