Search marketing manager for travel

Layla is building a new way to travel: AI-powered trip planning, made personal with real human travel advisors. We're backed by Expedia Group and have helped millions of travellers turn ideas into trips. Now we're scaling the next chapter across markets, and search is a major growth engine. This is a chance to build something that reaches people around the world, with real ownership and the freedom to move fast.

• Manage Search and brand campaigns: structure, match types, Smart Bidding and budgets.
• Test Performance Max where it could outperform Search.
• Analyse search terms with n-gram analysis. Review a rolling 90 days of search terms each week, break queries into 1-, 2- and 3-word chunks, and compare spend and conversions for each. Check the full queries behind a chunk before excluding it. Turn what you find into negative keywords, new keywords and better ad groups.
• Keep conversion tracking accurate: GA4, Google Tag Manager, enhanced conversions and offline imports of booked calls.
• Automate repetitive work with Google Ads scripts or tools.
• Test ads and landing pages with a clear hypothesis and enough data to be confident.
• Work directly with our data warehouse alongside the ad platforms.
• Build topic clusters around destinations and trip types that attract travellers likely to book a call.
• Improve technical SEO: crawling, indexing, site structure, Core Web Vitals and structured data.
• Help Layla appear in AI search (Google AI Overviews, ChatGPT and Perplexity), and track where we show up.
• Use paid search insights to guide content: what works in paid shows what to write for organic.
• Day 1: Understand the account, identify opportunities and prioritise the highest-impact actions.
• Day 2: Start building and launching yourself—new keywords, negatives, ads, budget changes or landing-page tests. Don't wait for a perfect plan to get the first improvements live.
• Days 6–10: Show visible early results: cleaner traffic, better allocation of spend, stronger conversion signals or an improving cost per booked call. Explain the evidence and ship the next iteration.
• Beyond day 10: Keep shipping and learning in short cycles. Build scalable tracking, automation and SEO wins while relentlessly improving booked-call economics.

• You're a builder, not a coordinator. You can independently go from insight to setup to live campaign to result. You take full ownership, and we'd love to see something you've built and launched yourself.
• You move exceptionally fast. You're comfortable making smart decisions with imperfect information, shipping today and improving tomorrow. Visible progress in your first 10 days energises you.
• You thrive at startup speed. Priorities can change quickly; you stay resourceful, focused and accountable. You care more about what went live and what improved than how polished the plan looked.
• You're analytical and self-aware. You check that a result is real before acting on it, and you know your strengths and where you're still growing - team work makes the dream work!
• You're a great teammate. You communicate openly, raise issues early, step in where a teammate needs support and value what each person does best.
• 2+ years of hands-on Google Ads experience, with a track record of lowering cost per acquisition.
• Strong analytical and maths skills, including statistics basics such as significance, sample size and regression to the mean. A degree in maths, statistics, economics, engineering or a similar field is welcome but not required.
• Hands-on n-gram and search-term analysis, in spreadsheets, scripts or SQL.
• Strong SQL and spreadsheet skills.
• Experience marketing a travel product.
• Professional English.
• Будет плюсом: Python or JavaScript is a strong plus; German is a strong plus, as we run campaigns in DACH; SEO growth you've driven yourself, on a site or section whose organic traffic grew because of your work; Programmatic SEO done well: templated pages at scale with useful content; Experience measuring visibility in AI search; Experience with lead-generation or call-booking funnels

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