Specialist, Search Engine Marketing (SEM)

With millions of diners, 70,000+ restaurant partners and 25+ years of experience, OpenTable, part of Booking Holdings, Inc. (NASDAQ: BKNG), is an industry leader with a passion for helping restaurants thrive. Our world-class technology empowers restaurants to focus on what matters most – their team, their guests, and their bottom line – while enabling diners to discover and book the perfect restaurant for every occasion. Every employee at OpenTable has a tangible impact on what we do and how we do it. You’ll also be part of a global team and its portfolio of metasearch brands. Hospitality is all about taking care of others, and it defines our culture. About the Job OpenTable's Growth Marketing team is looking for a Specialist, Search Engine Marketing to own and grow our restaurant-facing B2B paid search programme; in this role, you will own paid search end-to-end across Google Ads and Microsoft Advertising in more than ten markets. This is a hands-on, high-ownership role; you will be the person who makes the daily optimization calls around campaign strategy, helps design the tests, and finds the opportunities rather than waiting for one. Search is changing quickly - AI Max, Performance Max, Demand Gen, and AI answer engines are reshaping how intent is captured - and we want someone who is genuinely excited to figure out what works before the playbook exists. You will sit within our growth marketing function, working closely with Analytics, MarTech, Web, Brand, and Sales to connect what happens in the auction to what happens in the pipeline. Responsibilities Own B2B paid search strategy and execution across Google Ads and Microsoft Advertising in all active markets, managing the full campaign lifecycle from build through optimisation, budget pacing, and performance reporting. Own keyword, search term, and negative keyword strategy — running regular search term mining and audits Manage bidding and budgets with a performance-first mindset, choosing and tuning bid strategies (Manual CPC through to Smart Bidding and target-based strategies) and maintaining pacing and efficiency against lead volume and cost-per-lead targets. Own the post-click experience alongside Web and CRO partners — designing and running landing page A/B tests, using experimentation and heat-mapping tools to diagnose where the journey breaks, and turning findings into page-level recommendations. Lead a rigorous, always-on testing roadmap: form hypotheses, design clean experiments, read results with an eye on statistical significance, test and scale emerging Google and Microsoft products — AI Max, Performance Max, Demand Gen, AI-based ad copy Build and maintain reporting that leadership trusts — pacing dashboards and performance reporting across market, campaign, and keyword level — and translate the numbers into a clear performance narrative with a recommended next action. Minimum Qualifications 3+ years of hands-on paid search experience with deep, demonstrable ownership of Google Ads and Microsoft Advertising accounts — building campaigns from scratch, diagnosing performance problems, restructuring accounts for efficiency, and decision-making based on performance metrics (CPC, CTR, CVR, CPA/CPL, ROAS or ROI). Expert-level command of the core mechanics: keyword research and match types, campaign and ad group architecture, negative keyword and search term management, Quality Score diagnostics, ad copy testing, and bid strategy selection and tuning. Experience independently managing meaningful paid search budgets, with a rigorous approach to pacing, efficiency, and forecasting. Strong working knowledge of conversion tracking and attribution: tag management, conversion goal configuration, attribution and lookback windows, and what breaks when tracking is wrong. Confident in analytics and reporting tooling: GA4, a BI or dashboarding tool such as Looker Studio or a comparable platform, and advanced spreadsheet analysis. Preferred Qualifications Experience running paid search in a lead generation environment — B2B marketing experience preferred but not required. Experience optimising to marketing qualified leads, sales qualified leads, and downstream revenue rather than to clicks or immediate conversions, and understanding a longer, multi-touch consideration cycle. Preferred: Google Ads certifications (Search as a baseline; Performance Max, Display) and the GA4 Individual Qualification and Microsoft Advertising certification. Hands-on experience with newer AI-led ad products — AI Max, Performance Max, Demand Gen, or AI-generated ad copy and search theme controls Ability to write your own SQL against a data warehouse such as Snowflake or BigQuery & familiarity with CRM &marketing automation data — Salesforce in particular — and how the marketing-to-sales handoff actually works. Benefits and Perks 5 weeks paid vacation Private health & dental insurance Work from (almost) anywhere for up to 20 days per year Focus on mental health and well-being: Com…