Digital Marketing Manager

Fortra is seeking a results-driven Digital Marketing Manager to own and scale their paid digital acquisition efforts across Google Ads and Microsoft Advertising. The role involves managing the end-to-end lifecycle of PPC campaigns, including strategy, execution, optimization, and performance analysis to drive qualified pipeline and revenue impact.

Responsibilities:

• Develop and execute PPC strategies across Google Ads, Microsoft Advertising
• Manage campaign portfolios including Brand, Non-Brand, Competitor, Remarketing, Performance Max, Demand Gen, and Display campaigns
• Develop region-specific acquisition strategies and budget allocations across North America, EMEA, APAC, and LATAM markets
• Define campaign objectives, targeting strategies, bidding approaches, and budget allocations
• Conduct keyword research, audience analysis, and competitive assessments
• Build and launch new campaigns, ad groups, keywords, audiences, and ad creatives
• Create compelling ad copy aligned with marketing messaging and business objectives
• Configure campaign tracking, conversion goals, and attribution settings
• Implement and maintain UTM frameworks and tracking templates
• Monitor campaign performance daily to identify opportunities and risk
• Monitor auction dynamics, CPC prices, impression share, and competitive bidding trends
• Evaluate incremental return on advertising spend and identify points of diminishing returns
• Optimize bids, budgets, audiences, keywords, placements, and ad creatives to improve efficiency
• Monitor competitor advertising strategies, messaging, keyword coverage, landing pages, impression share, and market positioning. Identify competitive opportunities and recommend strategic responses
• Conduct A/B testing on ad copy, landing pages, and campaign structures
• Manage negative keywords and maintain traffic quality
• Analyze conversion paths and recommend improvements to increase lead quality and conversion rates
• Provide proactive recommendations on budget allocation, growth opportunities, risks, and expected business outcomes
• Analyze performance across the full funnel from click to revenue, including MQL, SQL, Opportunity, and Pipeline contribution
• Analyze platforms performance, buyer-intent signals, and contribution to pipeline generation
• Produce weekly, monthly, and quarterly performance reports
• Translate campaign data into actionable business recommendations
• Present performance insights and optimization plans to stakeholders
• Identify attribution gaps and recommend improvements to measurement frameworks
• Partner with web, content, product marketing, and sales teams to improve campaign effectiveness
• Own landing page performance and conversion optimization strategy, coordinate landing page development with web and content teams
• Collaborate with analytics and operations teams to ensure tracking accuracy and attribution alignment
• Manage relationships with external agencies and advertising vendors when applicable
• Stay current on changes across Google Ads, Microsoft Advertising, GA4, and digital marketing best practices
• Familiarity with AI search optimization, generative search ecosystems, and emerging AI-driven discovery channels
• Evaluate emerging advertising channels, technologies, and automation opportunities
• Recommend process improvements that increase campaign efficiency and scalability

Requirements:

• Bachelor's degree in Marketing, Analytics, Business, or related field
• 5-7 years of recent hands-on experience operating and scaling paid search campaigns in B2B technology environment, with a proven track record generating qualified pipeline for sales-led software solutions. Experience must be supporting demand generation programs focused on demo requests, consultations, evaluations, and pipeline creation
• Experience with campaign tracking, conversion measurement, and attribution methodologies
• Advanced proficiency in Google Analytics (GA4) and reporting tools (HubSpot, PowerBI, Salesforce CRM Analytics)
• Experience managing advertising budgets and performance targets
• Comfortable working with marketing tools (CRM, Wrike, Canva, Adobe, HubSpot, or similar tools)