I’ve been a search manager for 8 years. What kind of role can I take on at a place like Google etc ? I am trying to figure out what’s next for me. I’ve considered client side, a lot marketing director roles that I think could be a good fit but I feel lost. I am tired of no upward movement in my career.

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Agree with Director 1. You absolutely need to diversify your skills and knowledge especially being 8 years in.

If you are going to stay on the tactical/execution side you need to learn paid social (take Blueprint for starters), programmatic, direct buys, mobile, video, CTV/OTT, etc
If you want to go that route you absolutely need to be a guru and extremely tactically proficient. Paid search and media buying in general is a low margin business for agencies and its shrinking as it becomes more commoditized and brands take it in house.

Client side might be an option but it will plateau as well if you just work on one product/category. Brands/clients with many different products and categories like CPG, retail, ecommerce etc would give you more growth opportunities.

Otherwise as Director 1 said, learn media planning and strategy. Even learn about traditional media. Become more media strategic and work on integrated omnichannel campaigns.

Don’t be pigeonholed into search but it’s a good foundation to expand into other things.

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Oh yeah. Phenomenal foundation. I started in paid search, and let me tell you. If you can master that platform, everything else becomes really easy. After that it's just expanding platforms, and mastering strategy/the pitch. Honestly, it's more about the pitch and perception of strategy.

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You need to branch out of paid search into media planning and strategy, which will then branch into more general roles.

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