Paid Search Marketing Manager

Washington, DC
Nov 19, 2022
Nov 30, 2022
Full Time

AARP is the nation's largest nonprofit, nonpartisan organization dedicated to empowering people 50 and older to choose how they live as they age. With a nationwide presence and nearly 38 million members, AARP strengthens communities and advocates for what matters most to families: health security, financial stability and personal fulfillment. AARP also produces the nation's largest circulation publications: AARP The Magazine and AARP Bulletin.

The Digital Media and Programs team (DM&P) supports the Digital Marketing Group's (DMG) vision-We market best-in-class audience-centric solutions that deliver value and deepen relationships with AARP. Our digital platform capabilities and marketing expertise secure AARP's position as the leading membership-based social impact organization for the 50+.

The Paid Search Marketing Manager is a key member of the Digital Media & Programs (DM&P) team. The Paid Search Marketing Manager drives strategic growth of the organization's paid search activity, owning the consumer experience through search engine pay-per-click (PPC) traffic to optimize for deep engagement and scale. The Manager is accountable for search strategies and solutions from beginning to end. Success in this role is measured by (1) improvement in the customer experience and engagement from those channels, (2) the strengthening of AARP's visibility and voice, and (3) channel efficiency.


  • Designs and implements communications and outreach strategies tailored for target audiences, digital channels, and strategic objectives that inform, educate, and influence both internal and external audiences.
  • Manages organization's digital properties. Supports and manages the overall strategic direction of organizational digital platforms. Optimizes online channels against key performance indicators and makes data-informed decisions.
  • Oversees content creation for various digital platforms. Leads efforts to identify and document strategies for campaigns, working with multiple business units. Provides analyses and recommendations on digital strategies that align with organizational initiatives and goals. Identifies appropriate channels. Designs campaigns to meet specific and varied business unit objectives. Tracks performance and implements necessary changes.
  • Works with internal and external teams to develop and execute digital marketing strategies that increase organizational brand equity and build affinity and engagement among programs. Builds and manages strategic partnerships across the enterprise to enhance business unit effectiveness on digital and social channels.
  • Tracks and measures results and KPIs and adjusts tactics, accordingly. Keeps abreast of the latest digital trends and best practices to inform digital marketing strategies, as well as to aid internal knowledge sharing.
  • Provides exceptional client service by developing timelines to meet project commitments and ensuring deliverables from across the organization and external partners are on time.
  • Develops and maintains relationships with internal clients, ensuring a solid understanding of their objectives, developing plans to achieve them across channels (e.g., Email, SMS, Paid Search, etc.), proactively surfacing new opportunities, and productively resolving any challenges.
  • Identifies vendors best suited to advance organizational goals and proactively manages vendor relationships to ensure successful completion of projects, obligations, and expectations.


  • BA/BS dgree in related field
  • 10 years of SEO/SEM experience
  • Digital and multi-channel marketing experience
  • Excellent communication, presentation, & project management skills
  • Proven ability to drive KPI's across platforms
  • In-depth experience managing PPC campaigns across Google, Yahoo and Bing
  • Experience with bid management tools
  • Experience identifying, selecting, and negotiating with media vendors
  • Experience with web analytics tools
  • Experience with crawling products
  • Experience with A/B testing
  • Experience managing budgets
  • Up-to-date with the latest trends and best practices in SEM

Flexible Work Arrangement (FWA)

AARP observes Mondays and Fridays as telecommuting workdays, except for essential functions. Remote work and telecommuting can only be done within the United States and its territories.

Compensation and Benefits

AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition; tuition reimbursement; among others.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.

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