Senior SEA Manager (m/f/d)

About Tomorrow Education Group:

Tomorrow Education Group is the leading qualification partner for the industries of tomorrow. We offer tailor-made qualifications for future requirements and see education as key to successfully shaping technological, ecological, and demographic change in Europe. Our focus is on the megatrends of digitalization, decarbonization, and demography to prepare adults for the challenges of tomorrow.

We are home to young, dynamic further education companies that are shaping the next generation of digital and tech talent in Germany, with a special commitment to career changers and low-qualified talents. With over 500 employees in Germany and France, we create real career opportunities and actively shape the future of further education.

As a Senior SEA Manager, you will be responsible for the strategic development of our Google Ads accounts across multiple educational brands and will work on the levers crucial for sustainable performance: campaign architecture, bidding strategies, conversion quality, and signal strength.

You understand the mechanics of modern Google Ads systems and know that campaign success today largely depends on the quality of the data fed back into the algorithms. Therefore, you view topics such as tracking, attribution, offline conversions, and conversion value models not as peripheral issues, but as central components of successful SEA work.

Together with our Data, CRM, and Marketing teams, you will work to continuously develop our measurement and optimization landscape. You will question existing setups, test new approaches, and use modern AI tools specifically where they offer real added value for analysis, scaling, and efficiency.

If terms like Search Query Mining, Value-Based Bidding, Conversion Lag, Incrementality, Signal Loss, or Feed and Audience Quality are everyday terms for you rather than buzzwords, we offer you an environment in which you can actively shape these topics.

Your Responsibilities:

SEA Strategy & Account Leadership:

• Responsibility for the strategic development of our Google Ads accounts across multiple educational brands.
• Development and scaling of Search, Performance Max, and other Google campaigns along complex lead generation funnels.
• Management of significant advertising budgets with a focus on efficiency, scalability, and long-term profitability.
• Identification of new growth levers based on search behavior, market potential, and performance data.
• Continuous development of account structures, campaign architectures, and bidding approaches.

Smart Bidding & Conversion Optimization:

• Optimization and further development of our Smart Bidding strategies based on high-quality conversion signals.
• Development of concepts for Value-Based Bidding and the evaluation of different conversion stages along the funnel.
• Analysis of conversion lags, funnel bottlenecks, and quality differences between campaigns, target groups, and traffic sources.
• Close collaboration with CRM, Sales, and Data teams to improve lead and conversion quality.
• Conception and execution of tests to improve campaign and funnel performance.

Measurement & Tracking:

• Responsibility for the quality of the data foundation within our Google marketing landscape.
• Further development of tracking setups in Google Tag Manager, Google Analytics 4, and Google Ads.
• Conception and quality assurance of Enhanced Conversions, Offline Conversion Imports, and other measurement solutions.
• Analysis of tracking, attribution, and data quality problems, and derivation of sustainable solutions.
• Ensuring a reliable data basis for Smart Bidding and automated optimization systems.

Automation & AI:

• Identification and implementation of automation and AI potentials within the SEA workflow.
• Use of modern AI tools to accelerate analysis, testing processes, and operational workflows.
• Evaluation of new developments in the areas of Google Ads, measurement, AI, and marketing automation.
• Active shaping of our future SEA and measurement strategy.

You consistently question existing setups and make decisions based on data, tests, and cause-and-effect relationships rather than on platform recommendations or best-practice lists.

Your Qualifications:

• At least 6 years of practical experience in building, managing, and scaling Google Ads accounts.
• Demonstrable success in managing and optimizing significant advertising budgets (ideally €500,000+ monthly budget).
• In-depth expertise in Google Search, Performance Max, Smart Bidding, Audience Strategies, and Conversion Value Optimization.
• Several years of experience in lead generation business models with complex, multi-stage funnels and longer conversion cycles.
• Experience in an in-house role within a growth-oriented company, scale-up, or digital business model.
• Demonstrable experience in developing and implementing growth strategies for performance-driven business models.
• Strong analytical skills and the ability to translate complex relationships into concrete recommendations for action.

Tracking, Measurement & Data Infrastructure:

• Demonstrable experience in independently conceiving, implementing, and further developing cross-channel tracking architectures.
• Very good knowledge of Google Tag Manager (Web & Server Side), Google Analytics 4, and conversion tracking across various advertising platforms.
• Experience with server-side tracking, Consent Mode, Enhanced Conversions, Conversion APIs, and first-party data strategies.
• Experience with offline conversion imports and CRM-based measurement setups.
• Ability to independently build and validate tracking and data flows between advertising platforms, CRM, analytics, and BI systems.
• Deep understanding of the impact of data quality, signal loss, attribution, and conversion latencies on Smart Bidding systems.
• Experience in technical troubleshooting, quality assurance, and documentation of complex tracking implementations.

Special Plus:

• Experience in the education, further education, or EdTech sector.
• Experience with education voucher-financed business models.
• Experience with multi-stage lead generation funnels and long conversion cycles.
• Experience in companies with complex CRM and sales processes, experience with Hubspot.
• Experience with optimization based on quality-oriented offline conversions.

Benefits:

• Fully remote within Germany.
• Remote also possible for a period in other European countries (main residence & place of work Germany).
• 30 vacation days per year.
• Flexible working hours and high degree of personal responsibility.
• Attractive salary package.
• Modern hardware and home office equipment.
• Company pension plan subsidy.
• Regular team and company events.
• Corporate Benefits.
• €50 tax-free benefit per month after the probationary period, which you can use flexibly regionally.
• The opportunity to combine education and technology, thereby making a measurable societal contribution.

What to Expect Professionally:

• Responsibility for one of our most important growth channels with a direct impact on the business development of our educational brands.
• High degree of creative freedom in the further development of our Google Ads, tracking, and measurement landscape.
• The opportunity to actively shape cross-channel tracking and measurement structures.
• Access to modern AI tools and innovative marketing technologies.
• Close collaboration with CRM, Data, BI, and Marketing experts.
• Short decision-making paths and an environment where data-driven decisions are actually implemented.

We are not looking for someone to manage existing campaigns. We are looking for an experienced SEA expert who will actively develop our Google Ads landscape, recognize opportunities, question existing setups, and enable sustainable growth.

If you are deeply rooted in SEA, master modern measurement approaches, and want to work in an environment where expertise, personal responsibility, and data orientation are valued, we look forward to getting to know you!