Director of Performance Marketing, SEM

Available for in-office (Charleston, SC), hybrid, or remote

Employment Type: Full-Time

About Buffalo Groupe

Buffalo Groupe’s carefully assembled all-star team includes a full-service marketing firm, a research arm, an events division, and a media property that authentically serves the golf, outdoor sports, real estate, travel, and hospitality industries. Today, Buffalo is headquartered in Charleston, SC, with about 100 team members coast to coast who deliver integrated marketing programs focused on amazing results for our clients. We love working with good people who share our values of kindness, clarity, and courage.

About this Role

We’re seeking a highly technical Director of Performance Marketing to lead our paid search and digital acquisition efforts. Available for in-office (Charleston, SC), hybrid, or remote work.

This role combines strategy, execution, and technical leadership, owning SEM performance end-to-end while advancing our capabilities in measurement and AI-driven growth.

The ideal candidate is deeply experienced in paid search, highly analytical, and motivated to use data and platform innovation to scale performance. Our work spans golf, travel, real estate, and adjacent lifestyle categories, so an interest in golf and destination-driven consumer experiences is essential.

You will join a collaborative 6-person paid media team and work closely with channel leaders across paid social and programmatic, as well as partners in analytics, SEO, and web development.

This role reports to the Paid Media Lead.

Key Responsibilities

Lead SEM Strategy & Performance

Own the strategy, execution, and optimization of paid search programs across Google Ads and Microsoft Ads
Develop campaign structures, keyword strategies, and audience approaches that drive scalable growth
Optimize toward CPA, ROAS, and long-term value

Drive AI-Enabled Growth

Scale campaigns by improving inputs to platform algorithms, such as conversion quality, audience signals, and feed data
Effectively leverage platform-native AI solutions, including smart bidding, broad match, and Performance Max
Identify practical opportunities to improve efficiency and performance within platforms
Stay current on evolving platform capabilities and apply them thoughtfully

Own Measurement & Performance Insights

Lead set-up, tracking, and attribution strategy using GA4, GTM, enhanced conversions, and offline conversion imports
Ensure data accuracy and signal quality to support optimization
Partner with a dedicated data analyst on dashboarding, reporting, and performance insights
Serve as subject matter expert on technical aspects related to SEM, including diagnosis, troubleshooting, and debugging of issues related to GTM and GA4 tracking and reporting platforms

Reporting & Strategic Insights

Lead set-up, tracking, and attribution strategy using GA4, GTM, enhanced conversions, and offline conversion imports
Ensure data accuracy and signal quality to support optimization
Partner with a dedicated data analyst on dashboarding, reporting, and performance insights
Serve as subject matter expert on technical aspects related to SEM, including diagnosis, troubleshooting, and debugging of issues related to GTM and GA4 tracking and reporting platforms

Cross-Channel & Cross-Team Collaboration

Partner closely with paid social and programmatic leads to align on full funnel strategy
Serve as liaison to Buffalo’s SEO and web development teams to improve client sites’ performance, conversion paths, and overall acquisition strategy
Contribute to integrated media planning and performance optimization across channels

Team Leadership & Development

Manage and mentor an SEM Manager, providing direction, support, and development
Establish best practices and QA processes
Lead the team’s technical capabilities
Educate the Digital team on innovations in SEM, specifically, and digital marketing broadly
Contribute to Buffalo Groupe’s business development opportunities

What Makes You a Great Fit

8+ years of experience in paid search
Deep, hands-on expertise in Google Ads, with Microsoft Ads as a plus
Proven ability to scale campaigns using platform automation and AI-driven approaches
Strong understanding of how data inputs influence machine learning outcomes
Highly competent working with GA4, GTM, and conversion tracking
Experience working with reporting tools and dashboards, independently or in partnership with analysts
Comfortable operating hands-on in platform while delivering against client goals
Curiosity and initiative in exploring emerging tools and technologies, such as AI-powered workflows and prompt-based tools

Industry & Audience Alignment

Genuine interest in golf, travel, and destination-driven categories
Familiarity with the golf ecosystem and adjacent markets such as private clubs, golf communities, resort real estate, and sports
Ability to understand and market to high-intent, high-consideration consumers

What Success Looks Like

Efficient, scalable SEM programs driven by strong data inputs and platform capabilities
Clear, actionable performance insights that inform strategy
Strong leadership and development of the SEM Manager
Effective collaboration across paid media and partner teams
Thoughtful adoption of new capabilities that improve performance without unnecessary complexity

Why This Role Matters

This role plays a central part in shaping how we approach performance marketing across search and integrated channels. You will have the opportunity to drive meaningful impact through strong strategy, hands-on execution, and continuous evolution of how we use data and technology.

Why Join Us?

We work with brands that live at the intersection of lifestyle and experience—from top professional athletes to high-end real estate and golf destinations. You’ll gain exposure to a wide range of marketing disciplines and have the chance to work alongside passionate, strategic leaders who are deeply invested in your growth.

Apply for this position:

Please fill out the form below and attach your current resume and a cover letter.