Manager - Paid Search

What are we building? 

Hard Rock Digital is a team focused on becoming the best online sportsbook, casino, and social gaming company in the world. We’re building a team that resonates passion for learning, operating and building new products and technologies for millions of consumers. We care about each customer’s interaction, experience, behavior, and insight and strive to ensure we’re always acting authentically.

Rooted in the kindred spirits of Hard Rock and the Seminole Tribe of Florida, the new Hard Rock Digital taps a brand known the world over as the leader in gaming, entertainment, and hospitality. We’re taking that foundation of success and bringing it to the digital space – ready to join us?

About the Role

We are seeking a results-driven Paid Search Manager to execute our search marketing strategy across web and mobile app ecosystems. This role requires hands-on expertise in Apple Search Ads (ASA), Google Ads (including App Campaigns), and Microsoft Bing Ads, with a proven track record of driving efficient customer acquisition through paid search channels. The ideal candidate will have deep experience managing both web and app campaigns, strong analytical capabilities with GA4 and AppsFlyer, and preferably comes from a real money gaming or app marketing background.

Key Responsibilities

Apple Search Ads (ASA) Campaign Management

• Develop and execute comprehensive Apple Search Ads strategies across Search Results and Search Tab placements

• Conduct advanced keyword research, competitive analysis, and audience targeting optimization

• Manage campaign budgets, bids, and performance optimization to achieve target KPIs

• Implement and test Custom Product Pages (CPPs) to maximize conversion rates

• Analyze ASA performance data and provide actionable insights for continuous improvement

• Stay current with Apple Search Ads platform updates, features, and best practices

Google Ads & App Campaigns (Formerly UAC) & Bing Ads

• Build, launch, and optimize Google Ads search campaigns for both web and mobile app objectives

• Develop and execute Bing Ads search campaigns to complement Google search strategy

• Design and manage App Campaigns for app install and optimize to in-app performance goals

• Implement advanced bidding strategies and creative optimization

• Coordinate search strategy with other Google campaign types ( Performance Max, Demand Gen, and YouTube Reserve)

• Optimize campaigns based on lifetime value (LTV) and return on ad spend (ROAS) metrics

Cross-Platform Campaign Strategy

• Manage integrated paid search campaigns across web and mobile app funnels

• Develop cohesive keyword strategies that align across all search platforms

• Optimize campaigns based on full-funnel performance metrics

• Balance budget allocation across platforms based on performance and opportunity

Analytics & Performance Optimization

• Track and analyze campaign performance using Google Analytics (GA4)

• Monitor mobile attribution and in-app events through AppsFlyer

• Work across cross-functional teams on CRO (Conversion Rate Optimization) initiatives. 

• Conduct regular A/B testing of ad copy, landing pages, CPPS (Custom Product Pages) and bidding strategies

• Provide regular performance reports with actionable insights and recommendations

Budget Management & Forecasting

• Allocate budget strategically across platforms, campaigns, and geographies

• Forecast performance and budget requirements based on business objectives

• Monitor pacing and adjust spend to maximize efficiency and hit targets

• Provide ROI analysis and cost-benefit assessments for budget decisions

What are we looking for?

Platform Expertise & Experience

• 3+ years of hands-on paid search management experience

• Expert-level proficiency with Apple Search Ads (ASA) platform and campaign optimization, Google Ads, including search campaigns and App Campaigns, and Bing Ads

• Demonstrated success running both web and app-focused search campaigns

• Experience managing monthly budgets of $3MM+ across search platforms

Analytics & Measurement Tools

• Strong proficiency with Google Analytics 4 (GA4) for web and app tracking

• Hands-on experience with AppsFlyer or similar mobile measurement partners (Adjust, Branch, Kochava, Firebase)

• Experience with conversion tracking, event tracking, and attribution modeling

• Ability to analyze complex data sets and extract actionable insights

• Understanding of mobile app attribution methodologies and challenges

Technical & Analytical Skills

• Experience with automated bidding strategies and machine learning optimization

• Knowledge of mobile app tracking (SDK implementation, deep linking, deferred deep linking)

• Understanding of A/B testing methodologies and statistical significance

Industry Knowledge

• Strong understanding of customer acquisition metrics (CAC, LTV, ROAS, CPI, CPA)

• Knowledge of paid search best practices and industry benchmarks

• Understanding of search engine algorithms and ranking factors

• Awareness of privacy regulations and their impact on advertising (iOS 14.5+, GDPR, CCPA)

• Familiarity with app store optimization (ASO) principles and their relationship to paid campaigns

Preferred Industry Experience

• Real money gaming (RMG) experience including sports betting, online casino, or daily fantasy sports

• App marketing experience with focus on mobile user acquisition and retention

• Experience navigating advertising within regulated industries (fintech, healthcare, alcohol, pharmaceuticals) a plus.

• Understanding of responsible gambling practices and compliance requirements

• Knowledge of state-by-state regulations for real money gaming advertising

What’s in it for you?

 We offer our employees more than just competitive compensation. Our team benefits include:

• Competitive pay and benefits

• Flexible vacation allowance

• Flexible work from home or office hours

• Startup culture backed by a secure, global brand 

• Opportunity to build products enjoyed by millions as part of a passionate team

Roster of uniques

We care deeply about every interaction our customers have with us, and trust and empower our staff to own and drive their experience. Our vision for our business and customers is built on fostering a diverse and inclusive work environment where regardless of background or beliefs you feel able to be authentic and bring all your talent into play. We want to celebrate you being you (we are an equal opportunities employer)