STOP! Your SEO and paid search managers should be totally different people!
I consider myself a veteran when it comes to digital marketing. I have been in the digital world since 1999 when I went to work for AOL when it was considered the mothership of all things digital. So because I am a veteran, I get calls from recruiters and companies looking for someone to help them navigate the murky waters of digital marketing. More often than not, during the conversation they tell me they want someone who can handle SEO and paid search. They want one person who does both. Having been around the block a few times, let me tell you that is not your best approach. They are generally two different people who are wired very differently.
Your SEO person: This person is going to be stronger on the technical and development side. They will work with a copywriter to ensure your copy is well optimized and know all the not-so-obvious optimization tricks. They will be very well read in industry publications. They will probably not be the most polished in terms of soft skills if you put them in front of your CEO. They tend to be wired more for hard skills than soft, social skills…not always, but more often than not.
Your paid search manager: This person is first and foremost a marketer (as opposed to a developer) and can be one of several different personalities, depending on what your company does and what your objective is when someone visits your website. Are you hardcore eCommerce? This person will be a data and trends person like no other. They will know off the top of their head the response rates of the smallest changes to keywords and copy. If your company is less eCommerce and more slow cycle branding, your paid search manager will be much more copy savvy. They will understand the essence of the brand inside and out and will be able to capture it in 85 characters or less without compromise. There are several different types in between, but these are two distinctly different types of paid search managers.
When you are searching for professionals to fill out your digital team, keep this in mind. Although it would be cheaper to get both in one person, remember that cheaper isn’t always better and figure in the opportunity costs of settling on less than ideal.