The Challenge
Uline, North America's leading industrial distributor with 9,800+ employees, is hunting a Director to own their multi-million dollar Paid Search engine. You'll architect strategy across Google, Bing, and emerging platforms while mentoring a high-performing team to drive revenue across their massive product portfolio.
Your Mission
Audit current Paid Search strategy across Google, Bing, and existing platforms; identify quick-win optimization opportunities and present roadmap
Meet and align with key stakeholders across product categories; establish baseline KPIs and current budget allocation by channel
Implement one high-impact test (audience segmentation, automation, or new channel pilot) to prove concept and build momentum
Establish team cadence, mentorship plan, and clear performance expectations for direct reports
Deliver 15-25% improvement in ROAS or CPA across core Paid Search channels through optimization and scaling
Launch and operationalize new digital platform strategy with measurable performance baseline
Complete team development plan with 2+ team members leveled-up in specialized skills; backfill or expand team if needed
Build attribution model that accurately ties Paid Search spend to revenue across product categories; present to leadership
KPIs You'll Own
ROAS (Return on Ad Spend)
Measure revenue generated per dollar spent across all Paid Search channels; target 15-25% YoY improvement.
Cost Per Acquisition (CPA)
Track cost to acquire a customer by product category and channel; optimize down through audience and creative testing.
Budget Efficiency & Spend Allocation
Ensure multi-million dollar budget is allocated to highest-performing channels and product categories with agile reallocation.
Team Output & Development
Measure team member skill progression, project delivery speed, and retention; conduct quarterly performance reviews.
Tools & Stack
Your Team
Your Manager
Not specified; likely VP of Marketing or Chief Marketing Officer
Current Team
High-performing team of search marketers (size not specified)
Likely backfill for director-level role; may expand team based on growth strategy
The Package
Salary
$160K-$200K base
Variable
Multiple bonus programs
Remote
100% On-site at Pleasant Prairie, WI headquarters (or Glenview, IL location)
Benefits & Perks
Company Intelligence
Uline is a family-owned, 45+ year old distributor of shipping, industrial, and packaging materials across North America. With 9,800+ employees and 14 locations, they're the category leader in B2B supply distribution. Stable, mature company with strong growth potential.
Team Size
9800
Funding
Family-owned; no VC funding
Customers
B2B; office supply, warehouse, and industrial customers
Culture
Stability-focused, family-owned values, on-site employee investment, drug-free workplace
Is This Role For You?
- You've spent 10+ years in Paid Search and have deep fluency in Google Ads, Bing, and attribution tech
- You've managed multi-million dollar budgets and can prove ROAS/CPA improvements at scale
- You're comfortable with on-site leadership and want to build and mentor a team, not just manage channels
- You thrive in data-driven environments and can translate metrics into strategic narratives for executive stakeholders
- You're drawn to B2B growth and can get excited about optimizing across diverse product categories
- You need remote or hybrid work; this is 100% on-site at Wisconsin headquarters
- You're looking for equity, startup energy, or early-stage scaling; Uline is established and stable
- You've mainly worked in B2C/e-commerce and lack enterprise B2B Paid Search experience
Interview Process
Phone Screen
Initial conversation on background, Paid Search experience, and team leadership style
Strategy Deep Dive
Present your approach to auditing and optimizing a multi-channel, multi-product Paid Search program
Leadership Interview
Conversation with VP/CMO or equivalent on team building, mentorship, and strategic vision
Case Study or Technical Assessment
May include attribution model discussion or optimization strategy for a sample product portfolio
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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.