SEM Senior Manager

Role Impact

As an SEM Senior Manager at Xero, you will be instrumental in directing the evolution of the global Paid Search initiative. This role requires a highly technical, hands-on approach focused on leveraging automation, artificial intelligence, and data insights to scale growth and enhance the effectiveness of our SEM operations.

You will spearhead the advancement of our channel's technical infrastructure, including AI-driven optimisation workflows, automation, scripts, and innovative applications of emerging search technologies. Collaboration with SEM specialists, Data Science, Marketing Technology, and Product teams is essential to transform intricate performance challenges into scalable solutions.

Your contributions will extend beyond mere campaign management to include defining AI and automation strategies for Paid Search, creating systems that enhance decision speed and quality, and providing senior leadership with clear, actionable insights based on complex ideas.

Team Collaboration

You will be part of Xero's global SEM team, a specialist unit dedicated to technical SEM, bidding, creative processes, and AI. This team manages Paid Search across multiple global markets, focusing on data-driven experimentation and leveraging technology for ongoing performance improvements and growth.

Working closely with the Head of SEM, SEM team members, and cross-functional partners in Data Science, Marketing Technology, Product, Conversion Rate Optimisation (CRO), and broader Performance Marketing will be a key part of your role. As a senior figure, you will introduce new ideas, share expertise, and help raise the technical skill level of your colleagues.

Primary Responsibilities

• Enhance the technical framework of the global SEM program by identifying ways to improve scalability, automation, and performance.
• Develop and implement AI-powered workflows that automate optimisation, analysis, reporting, and operational tasks.
• Improve AI-based SEM capabilities, including automated bidding and decision-making systems, with comprehensive validation and safeguards.
• Discover and actualise new automation opportunities by converting manual or complex SEM procedures into scalable and reusable solutions.
• Collaborate with Data Science, Marketing Technology, and Product teams to integrate data, AI, and emerging technologies into the SEM ecosystem.
• Research and experiment with emerging search engine and AI technologies to realize new competitive advantages.

Working Conditions

Xero supports a hybrid working environment that balances the flexibility of remote work with the benefits of in-person collaboration. You will spend portion of your working hours onsite at the Auckland office and have the option to work remotely when appropriate.

As part of a global SEM and Performance Marketing team, regular cooperation with international colleagues across various time zones is expected.

Required Qualifications and Skills

• Extensive hands-on experience with SEM, managing significant, multi-market Paid Search campaigns with strong proficiency in Google Ads and Search Ads 360 (SA360), alongside modern bidding and automation techniques.
• Demonstrated expertise in technical solution development, including designing and deploying automated workflows to address performance marketing challenges.
• Practical experience with AI and workflow automation tools such as Tray.ai, AirOps, n8n, Make, Zapier, OpenAI, Claude, or equivalent technologies.
• Exceptional analytical and problem-solving abilities, capable of deciphering complex performance data and translating it into definitive actions.
• A proactive, solution-driven attitude that motivates independently finding opportunities, conducting experiments, and building solutions without waiting for assignments.
• Strong communication skills to effectively convey complex technical concepts and influence senior leadership decisively.
• A team-oriented and modest approach, actively sharing knowledge, mentoring peers, and boosting the overall technical expertise of the team.

Additional Information

While not all candidates will meet every requirement perfectly, Xero values diverse experiences and perspectives. We encourage applications from individuals who demonstrate deep SEM and technical skills, curiosity, and passion, regardless of traditional career paths.