Sr. Director, Search Engine Marketing (SEM)

Hims & Hers is a leading health and wellness platform focused on redefining healthcare by prioritizing customer access to affordable and personalized care. The Senior Director of Search Engine Marketing (SEM) will be responsible for scaling the company's SEM channels, managing a substantial budget, and driving growth through strategic automation and AI integration.

Responsibilities:

• Define and execute a best-in-class SEM strategy across core and emerging surfaces (Google, Bing, Shopping, YouTube, app acquisition, etc.)
• Manage and optimize a 9-figure SEM budget, ensuring efficient allocation of spend to maximize revenue and contribution margin
• Establish clear performance frameworks, tying SEM directly to business outcomes (LTV, CAC, payback, operating income)
• Identify and implement opportunities to reduce manual execution through automation and tooling
• Act as the strategic owner for AI/ML integration across SEM, including bidding, creative generation, query expansion, and performance optimization
• Build systems and processes that enable the team to operate faster, with higher leverage and improved decision-making
• Partner cross-functionally with Product, Engineering, Design, and Lifecycle teams to improve landing page performance, conversion rates, and onboarding flows
• Identify and execute opportunities to improve the full acquisition funnel, not just media efficiency
• Influence go-to-market strategy for new categories and products, ensuring SEM is integrated early and effectively
• Lead, mentor, and scale a high-performing SEM team (managers through directors)
• Establish clear operating rhythms, performance expectations, and development paths
• Build a culture of experimentation, accountability, and continuous improvement
• Develop a robust testing roadmap across bidding, creative, landing pages, and funnel optimization
• Leverage data to identify growth opportunities and prioritize the highest-impact initiatives
• Regularly communicate performance, insights, and strategic recommendations to executive stakeholders
• Partner closely with Growth, Product, Operations, Business Development, and Medical teams
• Ensure SEM insights inform broader company strategy, including pricing, packaging, and positioning
• Act as a key stakeholder in company-wide growth planning

Requirements:

• 10+ years of experience in performance marketing with deep expertise in SEM
• Proven track record managing large-scale SEM budgets ($20M+ annually) with strong ROI outcomes
• Demonstrated success driving incremental revenue and efficiency gains at scale
• Experience implementing automation, scripting, or AI/ML solutions within paid media workflows
• Strong analytical foundation with the ability to connect channel metrics to broader business outcomes
• Experience influencing product, UX, and lifecycle strategies to improve conversion and retention
• Exceptional leadership skills with experience managing and developing senior team members
• Strong communication skills with the ability to align cross-functional stakeholders and executive teams
• Experience in high-growth, consumer subscription, or healthcare environments
• Familiarity with experimentation frameworks and advanced attribution methodologies