Paid Search Manager

Job Description

Since 2003, Lyko has grown from a small e-shop into a full-fledged beauty ecosystem, and we're continuing to build the best digital beauty experience in the Nordics and beyond. With over 87,000 products from 1,000+ brands, we're on a mission to elevate our digital experience - and Paid Search is at the very heart of it.

How central? Very, Paid Search drives a significant share of our online revenue. That's not a channel you optimize on the side. That's a channel someone owns. We're looking for that someone.

About the role
As Paid Search Manager, you own the direction and performance of Paid Search across our markets. But this isn't a role about living inside Google Ads and tweaking bids. We're looking for someone who works outside the platform just as much as inside it, someone comfortable in BigQuery, with Google Ads Scripts and API integrations, who designs how data flows between our advertising platforms and our cloud environment so that attribution, reporting, and automation actually hold up.

In practice, that means you set the strategy, own the budget allocation across markets and categories, and build the technical and measurement frameworks that let Paid Search scale. You'll navigate the constant trade-off between buying market share and protecting the bottom line, and you'll do it with system-level thinking, understanding how Paid Search connects to inventory, margins, and the rest of our channel mix rather than looking at CoS/POAS in a silo.

Your main responsibilities include:

• Setting and evolving Lyko's Paid Search direction and performance across markets
• Owning budget allocation and prioritization across markets, campaigns, and categories actively managing the balance between growth and profitability
• Designing and governing the end-to-end technical framework: data flow architecture, cloud integrations GCP/BigQuery, and platform configuration.
• Building a clear KPI framework, integrated with Lyko's overall goals, across funnel stages and campaign types
• Developing forecasting and predictive models — for example estimating customer value and projecting outcomes ahead of major campaigns (NCA, Big 5)
• Setting up and running a structured testing framework as part of your everyday work
• Establishing a tier framework that sets the right strategy and standard for different markets
• Navigating tracking in a privacy-first, cookieless world (Consent Mode, server-side tagging, Google Tag Gateway) - including projects like sending app conversion data back into Google Ads
• Communicating performance and insight across the organization, including ongoing follow-up on our largest campaigns

Who you are
You've earned your seniority by doing the work. You know your way around BigQuery and a tag manager, and you can tell when an attribution problem is actually a data problem. But you also know the channel never lives in isolation. Every real decision touches margin, inventory, brand, or what another channel just did — and you hold all of it at once without losing the thread.

That matters here, because this role sits where Paid Search gets genuinely hard. Several markets, a channel that moves the business, and a tracking setup that's being rebuilt as we speak — you need to be at home in that kind of complexity, not just tolerant of it.
You're used to building structure and navigating in an ever-changing environment where self-leadership is at the heart of everything you do.

In other words you have skills in:

• Senior-level Paid Search / SEM strategy and portfolio-level performance management
• Solid technical and analytical skills — automation, scripting, platform integrations, bidding logic. Hands-on knowledge of BigQuery, Google Ads
• Scripts, and API integrations is a strong plus
• Forecasting, estimation, and predictive thinking applied to channel performance
• Privacy-first tracking: server-side tagging, Consent Mode and similar
• You navigate the growth-vs-profitability trade-off independently — and you can explain to leadership why you made the call you made
• You're self-led: you don't wait for someone to set your priorities, you make a call and defend it
• Comfortable arguing your position with analysts, leadership, and other channel owners — and equally comfortable changing your mind when someone makes a better point

You don't need to tick every single box to apply. We care more about capability, perspective, and how you think than about counting years or buzzwords. If you've done most of this and you're hungry for the rest, we want to hear from you.

About the setup
This is a permanent, full-time position based at our headquarters on Sveavägen, Stockholm. You'll report to Seve Michel, Head of Online, and sit at the intersection of media, data, and tech, working closely with several specialist teams across the business.

We believe great, inclusive cultures are built by people actually meeting and working together - so we've landed on what we call "Business First": at least three days a week at the office, the other two up to you, as long as it works with the needs of the business. A pretty good balance, if you ask us.

Apply without CV or cover letter

If this sounds exciting and you're eager to apply - go ahead and do it ASAP! It’s quick and easy. No CV or cover letter needed, instead, we ask you to answer a few questions that are valuable for us in our selection process. Please apply as soon as possible, but no later than 16th of june 2026.

Do you have questions about the position? Contact Seve Michel, Head of Online at seve.michel@lyko.com. We look forward to receiving your application! 🌟