Denver, CO or Carbondale, CO. This role requires in-person work from our office 2+ days/week, with remote flexibility the rest of the week.

At Backbone, we live by the mantra that passion drives results. We are insiders of the outside and it’s our job to advocate for the brands we believe in. But to us, it's more than just a job, because we live those brands day in and day out. We've always believed it's possible to bridge the gap between work and personal passions, and our team is full of talented people who share in that vision. Ours is a team of smart, driven marketers, drawn together by a passion for the outdoors and doing great work for great brands. Find out more about us at backbone.media

The Job

The SEM Manager is a core member of Backbone’s paid media team, responsible for the strategy, execution, and optimization of paid search campaigns on behalf of our clients. This role partners closely with client strategists and internal channel teams to develop cohesive, full-funnel search strategies across Google and Microsoft Ads.

As Backbone’s search expert, this person brings both platform mastery and strategic thinking to every account — connecting keyword intent, audience signals, and creative messaging to drive real business outcomes for active lifestyle and outdoor brands.

The position requires the ability to translate detailed data into actionable insights and client-ready recommendations. The ideal candidate has managed mid-to-large SEM accounts in an agency or in-house environment, thrives in a collaborative team culture, and brings genuine curiosity and enthusiasm to a fast-moving channel.

The Work

Establish and evolve SEM strategies across the Google ecosystem, building full-funnel approaches that connect brand awareness to conversion. Architect campaign and ad group structures across Search, AI Max, Shopping, Performance Max, Demand Gen, and YouTube campaigns tailored to each client’s goals. Deliver integrated paid search and YouTube campaigns that complement Social, Programmatic, and SEO to drive incrementality.

Develop branded and non-branded keyword strategies and audience targeting that maximize efficiency and performance. Analyze campaign data and identify trends to generate actionable optimizations. Present strategy, recommendations, and performance reports to clients on a bi-weekly, monthly, and quarterly cadence — delivered via client-ready PowerPoint and reporting dashboards that turn data into clear decisions.

Pace and manage SEM budgets to reach allocated monthly spend while maximizing performance. Ensure financial and operational accuracy by monitoring pacing, campaign QA, and maintaining clean account hygiene.

Support the growth and development of the broader SEM team and contribute to a culture of continuous learning across the agency. Maintain and build upon Backbone’s relationship with Google’s Premier Partner support team. Stay current on platform roadmaps, AI-powered features, and emerging campaign types.

Planning & Measurement Tools

Platform & Buying: Google Ads, Microsoft Ads

Analytics & Reporting: Google Analytics 4 (GA4), Looker/Data Studio, Tableau

Research & Intelligence: Google Keyword and Performance Planner, Google Insight Finder, SEMrush

Measurement: Conversion tracking, Smart Bidding, incrementality testing, cross-channel attribution tools

Your Capabilities

Note: we consider applicants of all backgrounds. If you are excited about what we’re doing but don’t meet some of the criteria below, please don’t let that discourage you from applying.

· 2–4+ years of experience managing SEM campaigns, with hands-on expertise in Google Ads across Search, Performance Max, Demand Gen, and YouTube campaign types.

· Proven ability to build and optimize full-funnel SEM strategies — including campaign architecture, keyword strategy, and audience targeting.

· Strong analytical approach to data with a desire for quantitative analysis and testing to identify optimization opportunities and meet client KPIs.

· Experience managing mid-to-large budgets with close attention to pacing, financial accuracy, and performance optimization.

· Comfortable in a client-facing role — presenting strategy, translating complex data into clear insights, and building trusted relationships.

· Proficiency in GA4, Looker Studio, and Excel; competency in PowerPoint for client reporting and presentations.

· Google Ads certification required; additional platform certifications a plus.

· Collaborative by nature, with strong communication and project management skills and the ability to work effectively across teams.

· Curious, adaptable, and self-motivated, with a genuine enthusiasm for search marketing and the outdoor and active lifestyle industry.

The Extra Mile

A background working with ecommerce, emerging, and growth-stage brands.

Hands-on experience of Google Merchant Center, Feedonomics, or other product feed management platforms.

Familiarity with incrementality measurement, MMM, and MTA tools.

A holistic view of how SEM integrates with Paid Social, Programmatic, and other digital channels.

Knowledge of SEO principles and how paid and organic search work together.

A genuine passion for the outdoors, with an interest in hunting and fishing and the brands that serve that community.

A sense of humor.

Be you, on our team. We seek to build an inclusive team and culture that values diverse lived experiences, backgrounds and skill sets.

Compensation: At time of posting, $60,000-$70,000 annual salary, based on experience

Comprehensive Benefits:

· Medical coverage

· Dental coverage

· Vision coverage

· 401 (k) match

· Wellness benefit

· Home office stipend

· Professional development/education assistance

· Paid volunteer hours

· Parental leave

· Flexible schedule

· Company-wide offsites

· Remote/hybrid workplace

Perks: Our culture creates the vibrant energy that fuels what we do and what we stand for. Flex time, powder days, wellness incentives, flexible work arrangements, team hikes, floats, runs and playtime

About Backbone Media: We are the country's leading active lifestyle media agency. For nearly 30 years, Backbone has partnered with brands big and small to develop and execute effective, integrated media strategies. With offices in Carbondale and Denver, Colorado. Backbone has been consistently included on Outside Magazine’s “Best Places to Work” list.

Everything we do is backed by an internal culture of true believers with passionate, personal connections to the outdoor world. We don’t stand still. We can’t help but protect the environment and access to the outdoors in our actions. And we get stoked on amplifying the brands that want to make big things happen.

Backbone provides equal employment opportunity (EEO) to all persons regardless of age, color, national origin, citizenship status, physical or mental disability, race, religion, creed, gender, sex, pregnancy, sexual orientation, gender identity and/or expression, marital status, veteran status, or any other characteristic protected by federal, state or local law. We consider applicants of all backgrounds — if you're excited about what we're doing but don't meet every criterion, please don't let that discourage you from applying.

Please no phone calls regarding job inquiries.