Director of Paid Social

Job Description

Manager, Paid Social

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Location: Bethesda, MD

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Schedule: Onsite, 5 days per week

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

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About the Opportunity

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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.

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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.

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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.

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Key Responsibilities

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• Paid Social Strategy: Develop, implement, and optimize paid social campaigns across Meta (Facebook and Instagram), Pinterest, TikTok, Snapchat, and other emerging platforms.
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• 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.
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• Budget Management: Oversee a multimillion-dollar annual advertising budget, managing daily, weekly, and monthly pacing to maximize performance and allocate resources effectively.
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• Technical Campaign Management: Manage product catalogs, audience segmentation, targeting strategies, tracking infrastructure, pixels, and conversion measurement to support personalized advertising experiences.
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• Testing & Optimization: Lead A/B testing, creative experimentation, audience testing, and test-and-control studies to identify improvement opportunities and drive incremental results.
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• New Channel Development: Support the launch and expansion of advertising programs across emerging platforms, including TikTok, while exploring new features, formats, and creator partnerships.
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• 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.
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• Creative Collaboration: Partner with creative and marketing teams to develop effective advertising assets, review messaging, and ensure campaigns align with brand and business objectives.
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• Reporting & Insights: Collaborate with analytics and customer insights teams to deliver regular reporting, assess campaign effectiveness, and provide strategic recommendations to stakeholders.
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• People Leadership: Manage and develop two direct reports, providing coaching, technical guidance, and opportunities for professional development.
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• Cross-Functional Partnership: Work closely with internal teams on campaigns supporting customer acquisition, loyalty initiatives, local marketing, new-location openings, and broader omnichannel objectives.
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• Strategic Prioritization: Balance competing internal requests, prioritize revenue-driving opportunities, and communicate campaign performance and investment recommendations to stakeholders.
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Qualifications

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• Bachelor's degree in Marketing, Business, Communications, or a related field preferred.
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• 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.
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• Experience managing substantial digital advertising budgets, ideally in the multimillion-dollar range.
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• Advanced proficiency in Meta Ads Manager, including campaign setup, audience targeting, pixels, Events Manager, and Conversions API integrations.
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• Hands-on experience with product catalogs and Commerce Manager, particularly in retail or e-commerce environments.
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• Strong analytical skills, including experience with campaign measurement, marketing mix modeling (MMM), brand lift studies, and test-and-control experiments.
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• Experience using analytics and marketing technology platforms to measure performance, manage campaigns, and identify optimization opportunities.
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• Proven ability to manage multiple projects, budgets, agency relationships, and competing priorities.
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• Previous people management experience, including coaching and developing team members.
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• Strong communication skills and the ability to present data-driven recommendations, influence stakeholders, and challenge priorities when necessary.
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• Ability to balance creative judgment with analytical rigor in a fast-paced, evolving digital advertising environment.
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• Familiarity with emerging social platforms, creator partnerships, and new advertising technologies is highly desirable.
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• Previous agency experience is preferred but not required.
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• Relevant certifications, such as Meta Blueprint or Google Analytics, are a plus.
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Why Consider This Opportunity?

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• Strategic impact: Influence paid social strategy and directly contribute to customer acquisition, engagement, and revenue performance.
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• Significant investment: Lead campaigns supported by an annual advertising budget exceeding $8 million.
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• Build and innovate: Help bring campaign execution in-house, expand internal capabilities, and launch advertising initiatives on new platforms.
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• Leadership opportunity: Manage and develop a team while partnering with creative, analytics, and broader marketing functions.
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• Collaborative environment: Join a supportive, energetic team that values innovation, adaptability, and open communication.
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• Future growth: Contribute to an expanding digital marketing function with opportunities to take on broader responsibilities as additional channels and capabilities develop.
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