Senior Manager, Advertising Strategy & Performance

We'reseekinga strategic, hands-onSenior Manager, Advertising Strategy and Performanceto modernize Keysight's paid media strategy and improve advertising effectiveness across global campaigns and programs.

This role will provide senior-levelexpertisein paid media strategy, audience targeting, creative and copy testing, agency accountability, conversion improvement, and performance optimization. It is designed to add a dedicated strategic performance layer to the advertising team and help shift the function from reactive campaign support to a more proactive, accountable, and data-driven model.

Depending on the final team operating model, this role may also leadadvertisingteam members andestablishthe operating rhythm, priorities, decision rights, and accountability model for the broader advertising function.

The ideal candidate is a performance-driven advertising leader who can combine strategic thinking with hands-on optimization, challenge legacy ways of working, and use data to improve outcomes in a complex B2B environment.

Key Responsibilities

* Lead paid media strategy and performance marketing planning across priority campaigns, launches, and demand initiatives.

* Develop campaign strategies that defineobjectives, audiences, channel roles, offers, KPIs, test plans, optimization paths, and decision points.

* Improve campaign effectiveness through stronger targeting, channel mix, messaging, creative testing, landing page alignment, and budget recommendations.

* Use data and insights to diagnose performance gaps,identifyroot causes, and recommend what to scale,optimize, reduce, or stop.

* Lead or influence the advertising team's operating model, including planning rhythms, agency ways of working, decision rights, and performance accountability.

* Partner with agencies to improve strategic alignment, execution quality, optimization discipline, reporting, and measurable results.

* Review andoptimizead copy and campaign messaging based on audience needs, funnel stage, channel context, and performance goals.

* Partner with creative, content, product marketing, web, demand, regional teams, and agencies to ensure ads, messaging, landing pages, and CTAs work together as a connected conversion path.

* Bring modern performance marketing practices into the advertising function, including stronger test-and-learn discipline, segmentation, retargeting, conversion optimization, and full-funnel measurement.

* Develop performance readouts that go beyond reporting metrics to explain what happened, what was learned, what should change, and what action comes next.

* 8-10+ years of experience in B2B performance marketing, paid media, demand generation, digital advertising, or integrated campaign strategy.

* Strong experience developing andoptimizingpaid media strategies across channels such as LinkedIn, Google Search, Bing, display, programmatic, retargeting, YouTube, native advertising, content syndication, and/or regional search platforms.

* Proven ability to connect businessobjectives, audience needs, channel strategy, messaging, offers, landing pages, and measurable outcomes into an integrated paid media plan.

* Hands-on experience improving campaign performance through targeting, segmentation, bid strategy, creative testing, copy optimization, landing page alignment, and conversion path improvements.

* Strong analytical skills with the ability to turn campaign data into clear insights, recommendations, and action plans.

* Experience managing paid media agencies and holding partners accountable for strategy, execution quality, optimization, reporting, and results.

* Experience building test-and-learn plans across audiences, channels, creative, copy, offers, CTAs, and landing pages.

* Ability to work cross-functionally with creative, content, web, product marketing, demand generation, regional marketing, sales, and agency partners.

*Strong communicationskills, including the ability to explain performance issues, tradeoffs, and recommendations to senior stakeholders.

* Comfortable challenging assumptions, pushing for better work, and introducing new practices in a complex organization.

* Experience leading, coaching, or influencing advertising, performance marketing, or campaign teams in a matrixed organization.

Nice-to-Have

* Experience in test and measurement, or other complex B2B industries.

* Experience with target account lists, new-name acquisition, retargeting, and product launch campaigns.

* Familiarity with marketing automation, CRM, attribution reporting, web analytics, paid media dashboards, or AI-enabled optimization tools.

* Experience improving landing page conversion rates, content offer performance, form paths, and ad-to-page message continuity.

* Experience balancing brand-building, traffic generation, lead generation, retargeting, and pipeline influence goals.