Job Overview

What your background should look like:

Role Statement - Overview: (Brief description of the purpose of the job)
•    We are looking for a highly skilled Paid Search Analyst to own paid search strategy and execution across the APAC region, with China as the core market in year one.
•    This role is designed for a true search expert – someone who understands both the mechanics and the strategy behind paid search in China and broader APAC markets. You will be responsible for shaping paid search programs, challenging assumptions, and ensuring our investment drives meaningful pipeline impact and lead quality.
•    You will initially work in close partnership with external agencies, with a clear long-term path toward in-housing execution. This role is highly visible, data-driven, and expected to act as a strategic partner to business stakeholders.

Key tasks/responsibilities of the job:
Paid Search Strategy & Ownership
•    Own paid search strategy for APAC, with primary focus on China in year one.
•    Lead planning, activation, and optimization across key platforms including Baidu, Sogou, Haosou, Bing, and WeChat.
•    Act as the subject matter expert for paid search, confidently challenging inputs from agencies, stakeholders, and partners when needed.
•    Identify opportunities to improve lead quality and downstream pipeline impact through keyword strategy, audience targeting, and campaign structure.
Agency & Execution Management
•    Partner with external agencies to execute paid search campaigns, ensuring strategy is translated accurately into execution.
•    Conduct regular performance reviews, audits, and optimization reviews of agency-managed campaigns.
•    Prepare for a gradual transition toward internal execution as agency relationships evolve.
Performance Reporting & Business Engagement
•    Own budget pacing and spend management across APAC paid search programs.
•    Deliver clear, actionable performance reporting to business units, with a focus on pipeline influence and lead quality. 
•    Present results, insights, and recommendations in regional and global forums.
•    Translate complex performance data into business-relevant insights for non-digital stakeholders.
Cross-Functional Collaboration
•    Work closely with analytics, web, content, and marketing operations teams to improve tracking, attribution, and conversion performance.
•    Collaborate with demand, campaign, and regional marketing teams to align paid search strategy with broader go-to-market initiatives.
•    Support governance standards for campaign structure, naming conventions, and measurement.
Operational Support
•    Support purchase requests, purchase orders, and vendor processes related to paid media investment when needed.
•    Help improve operational workflows tied to paid search execution and reporting.
Future Growth & Channel Expansion
•    Contribute to future expansion into additional paid channels in APAC as the program evolves (e.g., paid social).

Qualifications & specialist training required:
Required Experience & Skills
•    4–6+ years of hands-on paid search experience, with strong China market expertise.
•    Deep experience with Baidu, Sogou, Haosou, Bing, and WeChat advertising.
•    Proven ability to evaluate and challenge agency performance constructively.
•    Strong analytical mindset with experience tying campaign performance to business outcomes through analytics tools and dashboards (e.g., Adobe Analytics, Salesforce, Tableau).
•    Comfortable presenting to stakeholders and defending strategic recommendations.
•    Fluent in Mandarin and English (written and spoken).

Competencies