Director of SEM

About the role

You will define and own the global search marketing strategy that channels millions in annual spend into Preply's learning marketplace. You will lead the SEM function to discover the magic of perfect tutor matches at scale through data and automation. You will partner with data science and engineering teams to build intelligent systems that optimize learner acquisition and long-term value. You will shape how artificial intelligence transforms search advertising and audience targeting for a global education brand. You will ensure that every keyword, bid, and creative decision aligns with the company's mission of human-led, tech-enabled learning. You will act as the strategic voice for search within Preply, influencing product, brand, and growth initiatives. You will be responsible for maintaining the highest standards of performance while navigating a fast-moving, high-growth environment. Joining this role means you are ready to build systems that make a tangible impact on millions of learners and tutors worldwide.

Key facts

Define and own Preply's global SEM strategy across Google Search, PMax, and emerging AI-powered ad formats while setting the vision for keyword coverage, bidding sophistication, and budget efficiency.

Design and implement scalable SEM automation frameworks that balance machine-driven execution with human oversight to maximize performance across markets and languages.

Partner with Data Science to lead LTV-based bidding strategies, building prediction models and automation pipelines that reflect the true value of learners and tutors.

Establish clear governance for keyword architecture, ensuring structured, scalable coverage across Preply's expanding subject areas and international markets.

Shape the future of search advertising by piloting new AI-powered ad offerings and evaluating how generative AI reshapes user intent and campaign workflows.

Define and own performance KPIs for the SEM channel, maintaining or improving ROI while driving scale across high-impact markets and advertiser platforms.

Lead the development and performance of a growing team of SEM specialists, setting direction, capability, and clear accountability aligned with Preply's growth goals.

Collaborate with MarTech, Brand, and engineering teams to build infrastructure that supports scalable, data-driven search campaigns and reporting.

Translate complex performance data into clear narratives for senior leadership, demonstrating the business impact of SEM investments and guiding strategic decisions.

Act as a strategic partner to double-digit Google teams, aligning campaign structures, testing roadmaps, and innovation initiatives with Preply's long-term vision.

Expand SEM coverage into non-language subjects as Preply evolves beyond its core verticals, ensuring the architecture supports new categories and user behaviors.

Embed an AI-first mindset across the SEM team, defining standards for how individuals use tools to boost productivity and campaign performance.

Champion experimentation and continuous improvement, creating feedback loops between data, insights, and execution to stay ahead in competitive markets.

Influence cross-functional priorities to ensure that infrastructure, data pipelines, and measurement frameworks support sophisticated search strategies at scale.

Bring Director-level experience in SEM or Performance Marketing, with a track record of channel ownership at significant scale and double-digit million advertising budgets.

Demonstrate a deep, hands-on understanding of Google Search, Smart Bidding, and PMax, including how to structure, feed, and govern PMax campaigns at scale across diverse markets.

Show proven ability to design or oversee SEM automation at scale, understanding the system architecture behind automation rather than only interpreting outputs.

Have a history of operating successfully in high-growth e-commerce or consumer technology environments where targets are ambitious and execution pace is relentless.

Experience collaborating with data science or engineering teams on performance systems, including LTV modeling, prediction, and automated bidding strategies.

Think strategically, with the ability to connect long-term vision to day-to-day execution, remove organizational blockers, and align stakeholders around measurable outcomes.

Communicate clearly and persuasively, translating complex performance data into compelling narratives for both technical and executive audiences.

Comfortable working with limited structure, navigating ambiguity, and making high-impact decisions in a fast-moving, evolving marketplace.

Experience piloting or evaluating AI-powered advertising offerings with major platforms, and understanding how these tools may reshape search marketing.

Background in education, marketplace, or consumer-centric business models where learner acquisition and retention are central to growth strategy.

This role is based in Barcelona. The position is full-time. Relocation support and visa sponsorship may be available for qualified candidates who require them. Travel requirements are minimal, as the role is fully remote-capable with periodic team gatherings. The deadline to apply is not specified, but early submission is encouraged due to the volume of applications.