SEM Manager (Bilingual English/French)

📌 Core Information

🔹 Job Title: SEM Manager (Bilingual English/French)

🔹 Company: Turo

🔹 Location: Toronto, Ontario, Canada

🔹 Job Type: Full-Time, Hybrid (3 days in-office)

🔹 Category: Marketing

🔹 Date Posted: July 2, 2025

🔹 Experience Level: 4-7+ years

🔹 Remote Status: On-site (Hybrid)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing global paid search strategies to drive guest acquisition and revenue
• Managing high-budget English and French campaigns across multiple channels
• Collaborating cross-functionally with internal teams and third-party vendors
• Optimizing campaigns to meet KPIs such as ROAS, spend, revenue, and payback period

ASSUMPTION: This role requires a high level of technical SEM expertise and data analysis skills, as well as strong collaboration and project management skills.

📋 Key Responsibilities

✅ Own and execute paid search strategies, execution, and optimizations across Google Ads Search/UAC/YouTube, Microsoft Ads, and Apple Search Ads

✅ Optimize six-figure monthly ad spend, ensuring profitability and efficiency across markets while meeting KPIs

✅ Be hands-on daily, managing and fine-tuning campaigns, developing and scaling advanced tactics, and exploring growth opportunities

✅ Lead SQRs, keyword research, and competitor analysis to identify trends, gaps, and opportunities for growth

✅ Conduct A/B testing at multiple levels to maximize conversions and ROAS

✅ Pull, manipulate, analyze, and report on complex campaign/channel data from multiple sources to uncover actionable insights and inform strategy

✅ Partner with global cross-functional teams to execute the roadmap

ASSUMPTION: This role requires a proactive and independent approach to managing campaigns and collaborating with teams.

🎯 Required Qualifications

Education: Bachelor's degree in Business, Marketing, Economics, Math & Statistics, or a related field

Experience: 4-7+ years in performance or digital marketing, with a primary focus on SEM/PPC within B2C, media agencies, or eCommerce industries

Required Skills:

• Advanced technical SEM expertise, including campaign structuring, budget allocation, and optimization for paid search, display, video, and app advertising
• Proficient in data analysis, reporting, and insights generation using tools such as GAds reports, GA4, Supermetrics, Looker Studio, SEMRush, and Excel
• Strong collaboration skills and experience working on cross-team projects and integrated campaigns
• Exceptional project management skills and the ability to independently execute and deliver on cross-functional initiatives
• Highly structured with a keen attention to detail
• Experience working with remote teams
• Bilingual in English and French, with the ability to create impactful ad copy and strategies tailored to both linguistic audiences

Preferred Skills:

• SQL skills

ASSUMPTION: While not explicitly stated, having experience in the sharing economy or car-sharing industry could be beneficial but is not required.

💰 Compensation & Benefits

Salary Range: $83,000 - $105,000 CAD annually (target base salary range in Toronto)

Benefits:

• Competitive salary, equity, and benefits
• Employer-paid medical, dental, and vision insurance (country-specific)
• Retirement employer match
• Learning & Development stipend to invest in professional development
• Turo host matching program
• Turo travel credit
• Cell phone and internet stipend
• Paid time off to relax and recharge
• Paid holidays, volunteer time off, and parental leave
• In-office lunch, office snacks, and fun activities (for those in the office full-time or hybrid)

Working Hours: Full-time (40 hours/week), with a hybrid schedule (in-office 3 days per week)

ASSUMPTION: The salary range provided is a target range and may vary based on individual factors assessed during the application and interview process.

📌 Applicant Insights

🔍 Company Context

Industry: Turo operates in the sharing economy, specifically in car-sharing and peer-to-peer car rental services.

Company Size: Turo has 501-1,000 employees, which means it is a mid-sized company with a significant presence in the market.

Founded: Turo was founded in 2009, making it a well-established company in the sharing economy sector.

Company Description:

• Turo is the world’s largest car sharing marketplace, allowing users to book any car they want, wherever they want it, from a vibrant community of trusted hosts across the US, UK, Canada, Australia, and France.
• The company enables guests to take the wheel of the perfect car for any occasion, while hosts can build an accessible, flexible, and scalable car sharing business from the ground up.
• Turo has raised over $450M from top-tier investors and has a talented, dedicated team changing the way people think about travel.

Company Specialties:

• Peer-to-peer car sharing
• Marketplace
• Sharing economy
• Car sharing

Company Website: https://turo.com

ASSUMPTION: Turo's focus on the sharing economy and car-sharing industry makes it an innovative and dynamic place to work, with opportunities for growth and impact.

📊 Role Analysis

Career Level: This role is at the mid-level to senior level, requiring significant experience and expertise in SEM and data analysis.

Reporting Structure: The SEM Manager reports directly to the Global Paid Search Team Lead and collaborates with cross-functional teams, including Traffic, Product, SEO, Brand, Data, MarTech, and CRM.

Work Arrangement: This role is a hybrid position, with employees working in the office 3 days per week (Mondays, Wednesdays, and Fridays).

Growth Opportunities:

• As Turo continues to expand globally, there may be opportunities for the SEM Manager to take on more responsibility or move into a leadership role.
• The company's focus on innovation and growth provides ample opportunities for professional development and career advancement.

ASSUMPTION: This role offers a unique opportunity to work in a dynamic and growing industry, with potential for career growth and impact.

🌍 Location & Work Environment

Office Type: Turo's Toronto office is a hybrid work environment, with employees working on-site 3 days per week.

Office Location(s): 116 Spadina Ave, Suite 204, Toronto, Ontario M5V 2K6, CA

Geographic Context:

• Toronto is a multicultural city with a thriving tech industry, offering a diverse range of cultural experiences and amenities.
• The city has a humid continental climate, with warm, humid summers and cold, snowy winters.
• Toronto is well-connected by public transportation, making it easy to commute to the office from various neighborhoods.

Work Schedule: The hybrid work arrangement allows for flexibility in working hours, with employees working on-site 3 days per week and remotely for the remaining 2 days.

ASSUMPTION: Toronto offers a vibrant and dynamic work environment, with a diverse range of cultural experiences and a thriving tech industry.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screen with the HR team
• Technical assessment or case study
• On-site or video interview with the hiring manager and team members
• Final interview with the Global Paid Search Team Lead

Key Assessment Areas:

• Technical SEM expertise and data analysis skills
• Collaboration and communication skills
• Problem-solving and critical thinking skills
• Alignment with Turo's company culture and values

Application Tips:

• Tailor your resume and cover letter to highlight your relevant SEM experience and data analysis skills.
• Prepare for behavioral and situational interview questions that focus on your experience managing campaigns, collaborating with teams, and driving results.
• Showcase your understanding of Turo's business model and the sharing economy by providing thoughtful and insightful responses to interview questions.

ATS Keywords: SEM, PPC, Google Ads, Microsoft Ads, Apple Search Ads, data analysis, campaign management, budget allocation, optimization, A/B testing, collaboration, project management, bilingual, English, French

ASSUMPTION: Turo's interview process is designed to assess candidates' technical skills, cultural fit, and alignment with the company's mission and values.

🛠️ Tools & Technologies

• Google Ads (Search, UAC, YouTube)
• Microsoft Ads
• Apple Search Ads
• GA4
• Supermetrics
• Looker Studio
• SEMRush
• Excel
• SQL (nice to have)

ASSUMPTION: This role requires proficiency in various SEM platforms and data analysis tools, with SQL skills being a nice-to-have but not required.

👔 Cultural Fit Considerations

Company Values:

• Find your drive
• Be a connector
• Embrace the journey
• Act like an owner
• Be inclusive

Work Style:

• Turo values a collaborative and inclusive work environment, with a focus on open communication and cross-functional teamwork.
• The company encourages employees to take ownership of their work and act like owners, driving results and continuous improvement.
• Turo's work style is dynamic and fast-paced, with a focus on innovation and growth.

Self-Assessment Questions:

• Do you align with Turo's company values, particularly "Find your drive" and "Act like an owner"?
• Are you comfortable working in a hybrid work environment, with a focus on collaboration and communication?
• Do you thrive in a dynamic and fast-paced work environment, with a focus on innovation and growth?

ASSUMPTION: Turo's company culture is collaborative, inclusive, and dynamic, with a focus on open communication and cross-functional teamwork.

⚠️ Potential Challenges

• Managing high-budget campaigns and meeting KPIs can be challenging and stressful at times.
• Working in a hybrid environment may require additional effort to maintain communication and collaboration with remote team members.
• Turo's focus on innovation and growth may result in a fast-paced and ever-changing work environment.
• The Toronto office may be subject to weather-related disruptions and commuting challenges during the winter months.

ASSUMPTION: While Turo offers a dynamic and innovative work environment, there may be challenges related to managing high-budget campaigns, working in a hybrid environment, and navigating a fast-paced and ever-changing work environment.

📈 Similar Roles Comparison

• Compared to other SEM Manager roles, this position requires a higher level of technical SEM expertise and data analysis skills, as well as experience managing high-budget campaigns.
• Turo's focus on the sharing economy and car-sharing industry sets it apart from other companies, offering unique opportunities for growth and impact.
• Career path comparison: This role offers a clear path for career growth and advancement within Turo's global paid search team and the broader marketing organization.

ASSUMPTION: This role requires a higher level of technical SEM expertise and data analysis skills than similar roles, with unique opportunities for growth and impact within Turo's sharing economy and car-sharing industry focus.

📝 Sample Projects

• Developing and executing a global paid search strategy to drive guest acquisition and revenue in Canada and France
• Managing and optimizing high-budget English and French campaigns across multiple channels, with a focus on maximizing conversions and ROAS
• Collaborating with cross-functional teams to develop and implement sophisticated acquisition strategies, such as smart bidding, feed-based tactics, audience segmentation, new product launches, and A/B tests

ASSUMPTION: These sample projects highlight the technical SEM expertise, data analysis, and collaboration skills required for this role.

❓ Key Questions to Ask During Interview

• Can you describe the global paid search team's structure and how this role fits within it?
• How does Turo support the professional development and career growth of its SEM team members?
• What are the biggest challenges facing the global paid search team, and how can this role help address them?
• How does Turo measure the success of its SEM campaigns, and what KPIs are most important for this role?
• What is the work environment like in the Toronto office, and how does it support collaboration and communication in a hybrid setting?

ASSUMPTION: These interview questions are designed to assess the role's fit within the global paid search team, Turo's support for professional development, the team's challenges, campaign success metrics, and the work environment in the Toronto office.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant SEM experience and data analysis skills, as well as your alignment with Turo's company culture and values.
• Prepare for behavioral and situational interview questions that focus on your experience managing campaigns, collaborating with teams, and driving results.
• Showcase your understanding of Turo's business model and the sharing economy by providing thoughtful and insightful responses to interview questions.
• Follow up with the hiring manager or HR team within 2-3 business days after your interview to express your interest in the role and reiterate your qualifications.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.