Senior SEA & Tracking Manager

Responsibilities

• Responsible for the strategic development of our Google Ads accounts across multiple education brands
• Develop and scale Search, Performance Max and other Google campaigns across complex lead-generation funnels
• Manage substantial advertising budgets with a focus on efficiency, scalability and long-term profitability
• Identify new growth levers based on search behavior, market potential and performance data
• Continuously improve account structures, campaign architectures and bidding approaches
• Optimize and advance our Smart Bidding strategies using high-quality conversion signals
• Develop concepts for value-based bidding and evaluate different conversion stages along the funnel
• Analyze conversion lags, funnel bottlenecks and quality differences between campaigns, audiences and traffic sources
• Work closely with CRM, sales and data teams to improve lead and conversion quality
• Design and run tests to improve campaign and funnel performance
• Responsible for the quality of the data foundation within our Google marketing ecosystem
• Enhance tracking setups in Google Tag Manager, Google Analytics 4 and Google Ads
• Design and quality-assure Enhanced Conversions, Offline Conversion Imports and other measurement solutions
• Analyze tracking, attribution and data-quality issues and derive sustainable solutions
• Ensure a reliable data basis for Smart Bidding and automated optimization systems
• Identify and implement automation and AI opportunities within the SEA workflow
• Use modern AI tools to accelerate analyses, testing processes and operational workflows
• Evaluate new developments in Google Ads, measurement, AI and marketing automation
• Actively shape our future SEA and measurement strategy

Requirements

• At least 6 years of hands-on experience building, managing and scaling Google Ads accounts
• Proven track record in managing and optimizing significant advertising budgets (ideally 500,000+ monthly budget)
• Deep expertise in Google Search, Performance Max, Smart Bidding, audience strategies and conversion value optimization
• Several years of experience in lead-generation business models with complex, multi-stage funnels and long conversion cycles
• Experience in an in-house role at a growth-oriented company, scale-up or digital business model
• Demonstrable experience in developing and implementing growth strategies for performance-driven business models
• Strong analytical skills and the ability to translate complex relationships into concrete recommendations for action
• Fluent German, both written and spoken
• Proven experience independently designing, implementing and evolving cross-channel tracking architectures
• Excellent knowledge of Google Tag Manager (web & server-side), Google Analytics 4 and conversion tracking across multiple advertising platforms
• Experience with server-side tracking, Consent Mode, Enhanced Conversions, Conversion APIs and first-party data strategies
• Experience with Offline Conversion Imports and CRM-based measurement setups
• Ability to independently build and validate tracking and data flows between advertising platforms, CRM, analytics and BI systems
• Deep understanding of the impact of data quality, signal loss, attribution and conversion latencies on smart-bidding systems
• Experience in technical troubleshooting, quality assurance and documentation of complex tracking implementations
• Experience in the education, training or EdTech sector is a plus
• Experience with voucher-funded education business models is a plus
• Experience with multi-stage lead-generation funnels and long conversion cycles is a plus
• Experience in companies with complex CRM and sales processes; experience with HubSpot is a plus