Director, Paid Social & Programmatic

About the Role

Key Responsibilities

• Lead Paid Social & Programmatic Strategy for Lead Generation & Brand Growth by developing and executing a comprehensive strategy across Meta, TikTok, YouTube, Display, CTV, and other emerging platforms to drive high-quality leads, engagement, and revenue.
• Own & Optimize Multi-Million Dollar Media Budgets by managing large-scale investments across paid social and programmatic channels, ensuring cost-efficient customer acquisition while maximizing ROAS and lead volume.
• Oversee Team Development & Performance by building, mentoring, and leading a high-performing team of paid social and programmatic specialists, fostering a culture of innovation, data-driven decision-making, and continuous improvement.
• Drive Audience Targeting & Segmentation by leveraging first-party data, lookalike audiences, interest-based targeting, and AI-driven optimization to reach and convert high-intent customers.
• Enhance Local & National Campaign Performance by optimizing campaigns across Leaf Home's geographic footprint, ensuring locally targeted marketing aligns with broader brand objectives and lead generation goals.
• Leverage Automation & AI for Efficiency by utilizing advanced bidding strategies, machine learning, and dynamic creative optimization to scale performance and improve efficiency across platforms.
• Cross-functional Collaboration by working closely with digital marketing, analytics, creative, call center, and sales teams to ensure campaign alignment with broader marketing objectives and sales targets.
• Market & Competitive Intelligence by staying ahead of paid social and programmatic trends, platform innovations, and competitor strategies to refine campaign approaches and maximize performance.
• Provide strategic reporting and actionable insights to senior leadership, influencing budget allocation and long-term digital media strategy.

Requirements

• 8+ years of experience in Paid Social and/or Programmatic Advertising, with a strong track record of managing high-budget, performance-driven campaigns, preferably in lead generation or home services industries.
• 3+ years of leadership/management experience, including hiring, mentoring, and scaling teams in a fast-paced, results-driven environment.
• Expertise in Meta Ads, TikTok, YouTube, DV360, The Trade Desk, and other programmatic platforms, with deep knowledge of audience targeting, bidding strategies, and conversion tracking.
• Strong analytical and data-driven mindset, with proficiency in Google Analytics, Tableau, or similar analytics tools to drive insights and campaign optimizations.
• Hands-on experience with AI-driven bidding and automation tools, such as Meta Advantage+, CAPI, DV360 bid strategies, or third-party media management platforms.
• Deep understanding of local and national advertising strategies, including geo-targeting, lead attribution, and multi-touch conversion optimization.
• Cross-functional collaboration skills, with experience partnering with creative, analytics, CRM, and sales teams to align paid media efforts with broader marketing and business objectives.
• Knowledge of call tracking, CRM, and lead attribution models, with experience optimizing campaigns for downstream conversion performance.
• Strong financial acumen, including forecasting, CPL/CPA management, and ROAS-driven budget optimization.
• Excellent communication and presentation skills, with the ability to distill complex data into clear insights and strategic recommendations for executive stakeholders.
• Proficiency using Microsoft Office Suite (Outlook, Word, Excel, PowerPoint).
• Must be legally authorized to work in the country of employment without sponsorship for employment visa status.

Nice to Have

• Experience working in a large direct-to-consumer organization.

Qualifications

• Bachelor's degree (preferred) or an equivalent combination of education, training, and experience

Benefits & Perks

• Industry-best compensation packages
• Fully paid health, dental, and vision insurance
• 401k with company match
• Paid time off including paid parental leave
• Individualized career development programs
• On-demand lunch program
• Childcare assistance
• Free gym membership
• Employee assistance programs, including legal, financial planning, and counseling
• Employee discount marketplace
• Employee Resource Groups such as VetConnect, DEI Committee, Women's Committee