The Challenge
Hilti Group is scaling its global search presence across paid, organic, and AI-driven channels. You'll architect and execute a unified SEM/SEO/GEO strategy that centralizes execution, enables 30+ markets, and maximizes ROI across Google, Bing, YouTube, and emerging GenAI search platforms.
Your Mission
Audit current SEM/SEO/GEO capabilities across all markets; identify gaps, tooling misalignments, and quick-win optimization opportunities
Define and socialize the global SEM governance framework, KPI architecture, and measurement model (GA4, GMP integration, attribution)
Establish centralized SEM team structure, hire key roles, and launch first market playbooks for paid search execution
Conduct strategic review of paid search budget allocation, bidding strategy, and channel mix across Google Ads, Bing, YouTube
Achieve 15-20% YoY ROAS improvement through keyword architecture optimization, audience targeting refinement, and A/B testing cadence
Launch unified SEM/SEO/GEO reporting dashboard; establish single source of truth for organic visibility, paid performance, and emerging AI search metrics
Roll out capability-building program: playbooks, training, maturity assessments across all markets; measure adoption and performance lift
Integrate GenAI content optimization and GEO strategy into core workflows; pilot GenAI search initiatives on 3+ high-priority product categories
KPIs You'll Own
Global SEM ROAS
Return on ad spend across all paid search channels; target 15-20% YoY improvement within 6 months.
Organic Traffic Growth
Non-paid search sessions and conversion contribution; track SEO impact on customer acquisition cost.
Cost Per Acquisition (CPA) by Channel
Paid search CPA vs. organic CPA; measure efficiency gains from keyword and audience optimization.
Keyword Ranking Progress
Percentage of target keywords in top 3/10 positions; monitor competitive visibility across priority segments.
Market Maturity Score
Adoption of SEM playbooks, tool usage, and capability readiness across 30+ markets; quantify execution excellence.
GenAI Content Discoverability
Content performance in AI-driven search environments; measure visibility and click-through rates on GenAI platforms.
Tools & Stack
Your Team
Your Manager
Chief Digital Officer or VP of Digital Marketing (assumed)
Current Team
Likely distributed SEM/SEO specialists across regional teams; centralized function to be built
New role; you'll build the centralized SEM team and hire key positions (SEM Manager, SEO Specialist, GEO Lead)
The Package
Salary
$180K-$240K base
Variable
15-25% annual bonus (performance-based)
Equity
Likely stock options or ESOP (Hilti is employee-owned)
Remote
On-site, Boulogne-Billancourt, Île-de-France, France. Occasional travel for market reviews and capability-building sessions.
Benefits & Perks
Company Intelligence
Hilti Group is a global leader in providing professional tools, software, and services to the construction and industrial sectors. With operations in 120+ countries, Hilti serves millions of customers and is recognized for innovation, quality, and customer-centric solutions. The company is employee-owned and privately held, fostering long-term thinking and stakeholder alignment.
Founded
1941
Team Size
~29,000 employees globally
Funding
Private, employee-owned
Customers
Construction professionals, contractors, and industrial enterprises across commercial and residential segments
Culture
Innovation-driven, customer-obsessed, ownership mentality (employee-owned structure); global collaboration with local market autonomy
Is This Role For You?
- You've led global SEM/SEO programs at scale (20+ markets) and proven ability to centralize, standardize, and optimize performance
- You're comfortable operating at the VP level: defining strategy, building teams, influencing cross-functional stakeholders (IT, CRM, commerce), and owning P&L impact
- You're fluent in modern search (paid, organic, GenAI) and can architect integrated strategies that maximize visibility and ROI across all channels
- You thrive in building capability—you love coaching teams, creating playbooks, and lifting organizational maturity through enablement and governance
- You're data-obsessed and analytical: you design measurement frameworks, run rigorous A/B tests, and base decisions on evidence, not gut feel
- You prefer hands-on execution over strategic leadership—this role is 70% strategy/leadership, 30% tactical oversight
- You need full remote flexibility; this is on-site in France (though hybrid may be negotiated after establishing leadership presence)
- You lack experience in B2B or industrial markets; Hilti's customer journey, sales cycles, and keyword strategies differ significantly from B2C
Interview Process
Screening Call (30 min)
HR + Hiring Manager: background, global SEM/SEO experience, leadership philosophy, interest in role
Case Study / Take-Home (2-3 hours)
Analyze Hilti's current SEM/SEO performance; propose 6-month roadmap, team structure, and ROAS improvement plan
Strategic Interview (60 min)
Deep dive with VP Digital/CMO on SEM strategy, market prioritization, capability-building approach, GenAI integration
Cross-Functional Panel (60 min)
Conversations with IT, CRM, and regional market leaders on collaboration, tooling strategy, and market enablement
Final Executive Interview (45 min)
CFO or Chief Digital Officer: business impact, ROI expectations, budget strategy, long-term vision
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.