Head of Paid Social, Insurance

This is a fully remote position, open to applicants in United States.

📋 Description

• Take full ownership of the auto insurance paid social channel from start to finish.

• Oversee budgets, bid strategies, audience and placement testing, pacing, and margin performance for Meta and TikTok.

• Aim to increase the channel's monthly spend to approximately 2.5 times its current level while ensuring margin sustainability.

• Collaborate with the Creative Strategist and creative team to establish the creative testing agenda.

• Extract performance metrics and remain engaged throughout the testing phases, including launch, analysis, and post-mortem evaluations.

• Create a documented and repeatable playbook for other buyers to utilize.

• Maintain direct relationships with representatives from Meta and TikTok, covering aspects like allowlisting, beta access, and issue escalations.

• Collaborate with the GM of Auto Insurance, compliance, and product teams to develop funnel, landing page, and offer strategies.

• Make informed decisions based on contribution margin and assess when lower ROAS is acceptable.

• Consistently meet margin and pacing targets while driving increased spending, enhancing creative test speeds and success rates, and expanding platform access.

⛳️ Requirements

• Experience in paid social buying at scale within performance marketing, affiliate, or lead generation sectors.

• Extensive hands-on expertise with Meta, including knowledge of campaign structure, bid and budget strategies, audience and placement testing, and performance diagnostics.

• Proven experience with TikTok at scale, encompassing allowlisting, vertical restrictions, and landing page specifications.

• Direct responsibility for CPA, ROAS, or contribution margin with a monthly spend of $250,000 or greater.

• Background in compliance-heavy industries such as insurance, lending, credit, or health.

• Proficiency in tracking and attribution methods, including pixel and server-side event setup, postbacks, and conversion quality assurance.

• Minimum of four years in a hands-on buying role with direct accountability for margin performance.

• Capacity to work effectively with creative, compliance, product, and business stakeholders.

• Ability to adjust to changes in platform policies and compliance requirements.

• Preferred: experience in auto insurance or other regulated lead generation fields.

• Preferred: knowledge of advertorials or direct-response landing page funnels and conversion rate testing.

• Preferred: familiarity with AI creative generation tools.

• Preferred: working knowledge of Looker.

🏝️ Benefits

• Remote-first team environment.

• A diverse and inclusive team culture.

• Equal Employment Opportunity employer.