The Senior Manager, Digital Strategy – Paid Search will lead the strategy, execution, and optimization of Walmart Canada's Paid Search program to drive quality traffic and maximum ROI. This role demands deep expertise in search engine marketing, platform capabilities, audience strategies, and a strong command of performance levers such as bidding, feed optimization, measurement infrastructure, and creative testing. Working with both internal teams and agency partners, you’ll own a significant portion of the performance marketing budget and drive impactful business results aligned with company objectives.
- Lead the Paid Search strategy and execution across different programs—including General Merchandising, Online Grocery, Marketplace, and beyond—spanning both brand and non-brand campaigns, with an emphasis on full-funnel impact and business alignment.
- Develop and optimize bidding strategies tailored to specific business goals, including GMV, Profit, Traffic, Impression Share, Acquisition—adjusting based on seasonality, category trends, and budget constraints.
- Own day-to-day campaign optimization, feed health, negative keyword management, audience layering, and automation strategy across platforms including Google Ads and others.
- Partner with cross-functional teams to ensure Paid Search is fully integrated into broader Growth, eCommerce, Merchandising, Omni Marketing, Product, and other key functions.
- Oversee budget management and forecasting, ensuring pacing accuracy and allocation effectiveness across campaigns, while identifying scaling opportunities and minimizing waste.
- Act as the MarTech lead for Paid Search, implementing and managing client-side and server-side tagging frameworks (including GA4, Floodlight, Appsflyer, Firebase and other custom solutions), and overseeing Google Merchant Center for Shopping Ads feed health, policy compliance, and optimization.
- Work closely with Analytics and Data Engineering to ensure accurate conversion tracking, attribution, and data integrity—supporting both campaign optimization and long-term learning agendas.
- Report on campaign performance with actionable insights and strategic recommendations that drive continuous improvement and alignment with business priorities.
- Bring a deep understanding of privacy-first advertising and data governance, including cookie deprecation, consent management, and implications for targeting and measurement.
Qualifications:
- Bachelor's degree – Marketing, Digital and/or Business
- 10+ years in digital marketing, with 5+ years of deep hands-on Paid Search leadership experience in complex and high-scale environments.
- Proven track record of managing performance media to multiple business objectives (GMV, Profit, Traffic, Impression Share, etc.).
- Deep understanding of SEM platforms (Google Ads, SA360, Microsoft Ads), tagging tools (Google Tag Manager, Floodlight), and feed platforms (Google Merchant Center).
- Strong sense of Marketing analytics and how to derive actionable insights from complex data sources, with experience using performance and data tools such as Adobe Analytics, GA4, Locker, and AppsFlyer.
- Strong technical fluency with tagging, tracking, attribution, and campaign measurement across both client-side and server-side environments.
- Experience utilizing marketing technology to drive personalized and targeted experiences across touch points in digital paid channels.
- Strong communication skills with the ability to translate technical complexities into strategic conversations and present to C-level audiences and stakeholders.
- Business acumen: strategic thinking, business process development, analytical and problem solving skills.
- Ability to manage multiple projects simultaneously, to prioritize workload, and to work effectively in a fast-paced environment with demanding deadlines.
- Proven interpersonal and relationship management skills, ability to work collaboratively within a team environment, with ability to obtain consensus among multiple stakeholders.
- Perseverance and persistence in dealing with challenges, and the ability to find creative, innovative solutions
- Strong teamwork orientation and proven leadership capabilities with an ability to work effectively in a constantly changing environment, requiring ongoing. re-evaluation of priorities.
- Experience managing direct reports and external agency teams to deliver exceptional business results.
- Previous experience working in retail, grocery or similar fast-paced organizations.
The pay range for this position is $109 400,00 - $150 480,00. Pay will be determined based on relevant experience.
L’échelle salariale pour ce poste est de 109 400,00 à 150 480,00. La rémunération sera déterminée en fonction de l’expérience pertinente.
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Outlined below are the required minimum qualifications for this position. If none are listed, there are no minimum qualifications.
Age - 16 or older
Outlined below are the optional preferred qualifications for this position. If none are listed, there are no preferred qualifications.
Walmart will accommodate the disability-related needs of applicants and associates as required by law.
Primary Location…
1940 Argentia Rd, Mississauga, ON L5N 1P9, Canada
