The Challenge
Hilti, a global construction and tools company, needs you to architect and lead their entire paid and organic search strategy across all markets. You'll own SEM/SEO/GEO integration, build centralized capabilities, and drive qualified traffic and customer acquisition at scale.
Your Mission
Audit current SEM performance across all markets and establish baseline KPIs, measurement models, and reporting dashboards in GA4 and Google Marketing Platform
Define global SEM governance framework, keyword architecture standards, and bidding strategy principles for Google, Bing, YouTube, and retail search
Build and onboard centralized SEM team; create first playbooks and capability assessment for local market teams
Conduct cross-market SEM training and identify top 3 optimization opportunities (audience targeting, copy testing, landing pages) worth 15%+ ROI lift
Execute global SEM roadmap across 5+ major markets; optimize budget allocation and channel mix to achieve target ROAS/CAC metrics
Integrate SEO and GEO strategies with SEM; establish organic visibility KPIs, content optimization framework, and GenAI search platform strategy
Implement centralized SEM operations with automated feed management, API integrations, and continuous A/B testing cadence (minimum 2 tests per week per market)
Build MarTech/data stack requirements; partner with IT on GA4 implementation, CRM/CDP integration, and compliance with GDPR/data privacy standards
KPIs You'll Own
Search ROAS (Return on Ad Spend)
Track revenue generated per euro spent on paid search campaigns across all markets and channels.
Cost Per Acquisition (CPA)
Measure average cost to acquire a qualified customer through paid search vs. target CPA by market and product category.
Organic Traffic & Visibility
Monitor non-paid search traffic volume, keyword rankings, and impressions; track SEO/GEO contribution to qualified leads and conversions.
Quality Score & CTR
Maintain or improve Google Ads Quality Score and click-through rates to reduce CPC and signal relevance to search algorithms.
Conversion Rate by Channel
Benchmark and optimize conversion rates for paid search, organic, and GenAI search to identify underperforming segments.
Market Maturity & Capability Index
Grade each market's SEM execution against playbooks; track improvement in testing cadence, optimization velocity, and ROI consistency.
Tools & Stack
Your Team
Your Manager
VP/Director of Digital Marketing or Chief Marketing Officer (RMB)
Current Team
Likely fragmented local SEM teams across markets; no centralized SEM function
New centralized SEM team build or restructure; backfill existing market roles
The Package
Salary
$95K-$130K base
Variable
15-25% performance bonus tied to ROAS, CAC, and market capability metrics
Remote
On-site in Boulogne-Billancourt (92), France. Travel 20-30% for market reviews and capability building.
Benefits & Perks
Company Intelligence
Hilti is a global leader in professional construction tools, software, and services, serving contractors, builders, and installers worldwide. The company operates across 120+ countries with strong B2B digital commerce growth initiatives. You'll have significant scale and budget to drive SEM transformation.
Customers
Professional contractors, construction companies, and builders globally
Is This Role For You?
- You've led SEM or paid search strategy at scale (5+ markets or $1M+ annual SEM budget) with proven ROAS improvements
- You're equally comfortable with paid search optimization (Google Ads, bidding, keyword strategy) and SEO fundamentals (technical SEO, content, ranking factors)
- You can build teams, create playbooks, and drive capability adoption across decentralized organizations
- You love data: you think in dashboards, A/B tests, and measurement frameworks; you're fluent in GA4 and can read SQL
- You've only managed SEM for a single market or brand; global scale and cross-market coordination are core to this role
- You're tactical only—this role demands strategy, roadmapping, and cross-functional partnership with IT, analytics, and finance
- You're not excited about emerging search (GenAI, GEO); the job explicitly integrates traditional SEM with next-generation platforms
Interview Process
Recruiter Screen
Discuss SEM background, scale of experience (budgets/markets), and familiarity with SEO/GEO
Hiring Manager (VP Digital/CMO)
Deep dive on strategy, global scaling challenges, cross-functional collaboration, and vision for SEM roadmap
Case Study / Presentation
Present a SEM optimization strategy for a multi-market B2B/B2C business; include testing framework, budget allocation, and measurement model
Senior Leadership Round
Meet director-level stakeholder; discuss MarTech integration, compliance, and capability building approach
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.