Director of Paid Social

Green Key Resources

Bethesda, MD, USA

Published: 6/14/2022

Full Time

Job Description

Manager, Paid Social

Location: Bethesda, MD

Schedule: Onsite, 5 days per week

Salary: competitive salary, plus 15% bonus target and relocation assistance

About the Opportunity

We are working with a well-established, nationally recognized retail organization seeking a Manager, Paid Social to lead and optimize paid social media campaigns across established and emerging digital platforms. This is an exciting opportunity for a data-driven marketing leader to help shape paid social strategy, drive measurable business results, and support continued growth across e-commerce and brick-and-mortar channels.

The ideal candidate brings deep expertise in Meta advertising, product catalog management, campaign analytics, and digital media budget optimization. This role combines hands-on technical knowledge with strategic thinking, creative collaboration, and people leadership.

The organization is bringing more campaign execution in-house, creating an opportunity to build internal capabilities, develop team members, and introduce innovative advertising strategies across a rapidly evolving digital landscape.

Key Responsibilities

Paid Social Strategy: Develop, implement, and optimize paid social campaigns across Meta (Facebook and Instagram), Pinterest, TikTok, Snapchat, and other emerging platforms.

Campaign Performance & Analytics: Monitor campaign performance, evaluate KPIs, analyze trends, and translate data into actionable recommendations that improve return on investment and support business objectives.

Budget Management: Oversee a multimillion-dollar annual advertising budget, managing daily, weekly, and monthly pacing to maximize performance and allocate resources effectively.

Technical Campaign Management: Manage product catalogs, audience segmentation, targeting strategies, tracking infrastructure, pixels, and conversion measurement to support personalized advertising experiences.

Testing & Optimization: Lead A/B testing, creative experimentation, audience testing, and test-and-control studies to identify improvement opportunities and drive incremental results.

New Channel Development: Support the launch and expansion of advertising programs across emerging platforms, including TikTok, while exploring new features, formats, and creator partnerships.

Agency & Vendor Management: Oversee external agency relationships, evaluate performance against established KPIs, and lead the transition of campaign execution from agency partners to internal teams.

Creative Collaboration: Partner with creative and marketing teams to develop effective advertising assets, review messaging, and ensure campaigns align with brand and business objectives.

Reporting & Insights: Collaborate with analytics and customer insights teams to deliver regular reporting, assess campaign effectiveness, and provide strategic recommendations to stakeholders.

People Leadership: Manage and develop two direct reports, providing coaching, technical guidance, and opportunities for professional development.

Cross-Functional Partnership: Work closely with internal teams on campaigns supporting customer acquisition, loyalty initiatives, local marketing, new-location openings, and broader omnichannel objectives.

Strategic Prioritization: Balance competing internal requests, prioritize revenue-driving opportunities, and communicate campaign performance and investment recommendations to stakeholders.

Qualifications

Bachelor's degree in Marketing, Business, Communications, or a related field preferred.

7+ years of experience in paid social media marketing, with a strong emphasis on Meta advertising and campaign management from strategy through execution and optimization.

Experience managing substantial digital advertising budgets, ideally in the multimillion-dollar range.

Advanced proficiency in Meta Ads Manager, including campaign setup, audience targeting, pixels, Events Manager, and Conversions API integrations.

Hands-on experience with product catalogs and Commerce Manager, particularly in retail or e-commerce environments.

Strong analytical skills, including experience with campaign measurement, marketing mix modeling (MMM), brand lift studies, and test-and-control experiments.

Experience using analytics and marketing technology platforms to measure performance, manage campaigns, and identify optimization opportunities.

Proven ability to manage multiple projects, budgets, agency relationships, and competing priorities.

Previous people management experience, including coaching and developing team members.

Strong communication skills and the ability to present data-driven recommendations, influence stakeholders, and challenge priorities when necessary.

Ability to balance creative judgment with analytical rigor in a fast-paced, evolving digital advertising environment.

Familiarity with emerging social platforms, creator partnerships, and new advertising technologies is highly desirable.

Previous agency experience is preferred but not required.

Relevant certifications, such as Meta Blueprint or Google Analytics, are a plus.

Why Consider This Opportunity?

Strategic impact: Influence paid social strategy and directly contribute to customer acquisition, engagement, and revenue performance.

Significant investment: Lead campaigns supported by an annual advertising budget exceeding $8 million.

Build and innovate: Help bring campaign execution in-house, expand internal capabilities, and launch advertising initiatives on new platforms.

Leadership opportunity: Manage and develop a team while partnering with creative, analytics, and broader marketing functions.

Collaborative environment: Join a supportive, energetic team that values innovation, adaptability, and open communication.

Future growth: Contribute to an expanding digital marketing function with opportunities to take on broader responsibilities as additional channels and capabilities develop.