Digital Marketing Specialist, Paid Search

The Role:
Rakuten Kobo Inc. is looking for a highly creative and performance-oriented Digital Marketing Specialist, Paid Search to join our Digital Marketing Team! Growth marketing efforts at Kobo advance at an incredible pace and we pride ourselves on using the latest digital strategies to deliver ongoing value for the organization. Our team’s core objectives are to drive eReader, subscriptions, and eBook and Audiobook sales through the Kobo website and apps.
 

Reporting to the Senior Manager, Performance Marketing, the Digital Marketing Specialist, Paid Search plays a vital role in driving growth by managing the Search Engine Marketing (SEM) program for a global, rapidly expanding eBook, Audiobook, and eReader business. Working across English and non-English regions, they will be responsible for carrying out day-to-day management of accounts, launching, monitoring and optimizing campaigns, analyzing search
intent, conducting keyword research, managing budgets and bids, and writing ad copy with a focus on new customer acquisition and subscription growth.
 

A high-energy candidate with a passion for digital marketing, strong SEM skills and an eagerness to test new ideas will succeed on this team.
 

Responsibilities:

• Managing the day-to-day search marketing activities across multiple search engines, including campaign development, implementation, budget management, and performance reporting.
• Owning Google Merchant Center operations and product feed health, including feed diagnostics and troubleshooting; resolving disapprovals (e.g., GTIN/identifier issues), setting up and maintaining promotions, and ensuring accurate shipping/tax and product data across markets.
• Partnering cross-functionally to improve Shopping and Performance Max performance, including collaborating with internal stakeholders on feed enhancements, landing page considerations, and measurement inputs that support automated bidding and campaign optimization.
• Trafficking large sets of ads regularly.
• Building scalable workflows for campaign trafficking and maintenance, leveraging
• Google Ads Editor and bulk management approaches to efficiently launch and iterate across large sets of ads, keywords, and product groups.
• On-going monitoring, tracking and optimizing campaigns’ performance.
• Managing large global budgets across multiple countries, campaigns and targets to accurately invest in KPI growth.
• Constantly identifying opportunities for A/B testing, testing new ad formats, new ad product features and strategies.
• Using Google Analytics, Tableau and other measurement tools to report on performance metrics.
• Running app install search initiatives, including but not limited to Google Universal App Campaigns.
• Actively contributing to the Digital Marketing Team in a collaborative and meaningful way that helps support and inspire cross-channel initiatives.
• Acting as our resident expert in paid search for the eReader, eBooks, and audiobooks industry, the Kobo business, culture and customer, and using that knowledge to create effective strategies.
   

The Skillset:

• Required: 2-3 years in performance-based digital marketing with a primary focus on paid search, on either the client or agency side.
• Has managed multi-country or multi-region budgets with clear KPI goals and strong pacing controls.
• Can independently diagnose performance issues across query mix, match types, auctions, feed health, landing pages, and measurement, and translate findings into clear optimization actions.
• Comfortable with value-based bidding and automated strategies (e.g., tROAS, tCPA), including knowing when to constrain, guide, or override automation based on business goals and data quality.
• Well-versed in performance marketing, conversion, and customer acquisition.
• Hands-on experience with Google Ads, Bing Ads, Google Ads Editor, Google Analytics platforms, Yahoo/Oath and bid management/PPC tools (Kenshoo, WordStream, Acquisio, etc.)
• Proven track record of managing and optimizing performance-based SEM/Shopping campaigns based on different conversions (acquisition, retention, e-comm sales, trials, sign-up, etc.)
• Expertise in leveraging AI-powered features within Google Ads (e.g., Performance Max, automated bidding, dynamic creative optimization), coupled with a deep understanding of how to integrate and utilize external AI/ML tools to refine strategies and maximize campaign efficiency and ROI.
• Skilled in developing and executing robust budget forecasts and allocation strategies to maximize investment across campaigns.
• Experience with a variety of ad formats, ad extensions and campaign types, including shopping ads, re-marketing, bidding strategies, landing page and A/B testing, and universal app campaigns.
• Proficient knowledge of online measurement and key performance indicators, ability to analyze campaign data, discern insights, apply optimizations and share findings with key stakeholders.

• Comprehensive understanding of PPC digital marketing channels, audience
• segmentation, targeting, creating custom audiences, attribution and how it ties into the marketing mix.
• Experience in managing Google Merchant Center accounts, including product feed optimization for Google Ads, to drive product visibility and sales.
• Experience working with partners, clients, product managers and cross-functional teams.

Nice to Haves:

• Google Ads (Fundamentals & Advanced Search), Google Analytics and Bing Ads
• certifications.
• Experience in Search Engine Optimization (SEO)
• Experience using Google Tag Manager (GTM)
• Experience in Saas growth marketing
• International marketing efforts are an asset.
• Foreign language skills (French, Spanish, Italian, Dutch, etc.) or localization experience an asset.
• Additional experience with self-serve platforms (eBay Seller Centre, Reddit Ads, Linkedin Ads, Quora Ads, Apple Search Ads, etc.)

The Perks:

• Flexible hours and hybrid remote working environment

• Subsidized in-office lunches

• Full benefits starting from your first day

• Paid Volunteer days, unlimited sick days, and 3% RRSP matching

• Monthly commuting allowance for those who are hybrid

• Lifestyle spending account

• Talent and development training budget

• Free Kobo device + free weekly e-book or audiobook

• Weekly Kobo Tech University sessions

• Maternity/paternity leave top up

• Dog friendly office

About Rakuten Kobo Inc.
Owned by Tokyo-based Rakuten and headquartered in Toronto, Rakuten Kobo Inc. is one of the most advanced global e-commerce companies, with the world’s most innovative e-reading services offering more than 6 million eBooks and audiobooks to 30 million + customers in 190 countries. Kobo delivers the best digital reading experience through creative innovation, award-winning e-readers, and top-ranking mobile apps. Kobo is a part of the Rakuten group of companies.

Rakuten Kobo Inc. is an equal opportunity employer. Accessibility accommodations for candidates with disabilities participating in the selection process are available on request. Any information received related to accommodation needs of applicants will be addressed confidentially.

Rakuten Kobo would like to thank all applicants for their interest in this role however only qualified candidates will be shortlisted.

Beware of fraudulent job offers claiming to be from Rakuten. Rakuten does not send unsolicited job offers or request money during the recruitment process. Learn more: https://rakutenemploymentalert.com/

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