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Director of Paid Media

2 months ago

Charlotte, United States Caring.com Full time
Job DescriptionJob Description

Director of Paid Media

The Director of Paid Media is a strategic and analytical leader who will oversee and optimize Caring.com's paid media initiatives. This role will be responsible for setting the overall paid media strategy, managing a multimillion-dollar budget across search and social, leading a team of paid media professionals, and driving continuous improvement in campaign performance and ROI. The ideal candidate will have a deep understanding of the paid search and paid social landscape and platforms, strong analytical skills, and a proven track record of success in managing large-scale paid media campaigns.

The Company and Our Mission:

Caring.com is a leading online resource for seniors and their loved ones seeking information and access to senior living and care. We apply cutting-edge technology to our mission: to help as many seniors and their caregivers as possible through empathetic, expert guidance.

We take pride in helping the 45 million caregivers across the U.S. find help for their aging family members. Our offerings include a robust directory of providers, one-on-one support from our expert Family Advisors, helpful content, and authentic reviews from seniors and their families. We are an agile team that succeeds by marrying rigorous, data-driven thinking with real empathy for users and the quality of their experience.

Don't think that all this talk about aging keeps us from having a good time. We're a vibrant group of highly talented, results-oriented types who want to use our time and skills to make an impact — all while enjoying a fun, friendly and supportive work environment. We hope you'll consider joining us.

As Director of Paid Media, you will:

Provide Strategic Leadership

    • Develop and execute a comprehensive paid media strategy that aligns with Caring.com's overall marketing and business objectives.
    • Identify new paid media opportunities and channels to expand reach and drive growth.
    • Stay abreast of industry trends, emerging technologies, and best practices in paid media.
    • Collaborate with cross-functional teams (e.g., content, creative, product) to ensure integrated and effective campaigns.

Execute and Optimize Marketing Campaigns

    • Oversee a multimillion-dollar paid media budget, ensuring efficient allocation and maximizing ROI.
    • Oversee the entirety of and execute parts of the day-to-day management of paid media campaigns across various channels (e.g., search, social, display).
    • Analyze campaign performance data to identify trends, insights, and areas for improvement.
    • Implement optimization strategies to improve campaign effectiveness and efficiency.

Analyze and Report on Performance Insights

    • Develop and maintain comprehensive paid media reporting dashboards and analyses.
    • Track key performance metrics (e.g., impressions, clicks, conversions, ROI) and report on results to stakeholders.
    • Provide actionable insights and recommendations based on data analysis.
    • Forecast and track paid media spending, analyzing performance against targets.

Lead a Team Effectively

    • Lead, mentor, and develop a team of paid media professionals, fostering a culture of collaboration, innovation, and high performance.
    • Set clear performance expectations, provide regular feedback, and conduct regular coaching with team members.
    • Recruit and onboard new team members as needed.

Qualifications

  • 7+ years of experience in paid media, with at least 3 years in a managerial role and a heavy emphasis on paid search.
  • Proven track record of success in managing profit-driven performance marketing campaigns focused on lead generation, ideally within industries with offline sales centers.
  • Demonstrated familiarity with paid social advertising on Meta.
  • Experience managing a multimillion-dollar annual budget.

Skills:

  • Strong strategic thinking and analytical skills, with a proven ability to develop and execute data-driven paid media strategies that deliver ROI.
  • Excellent leadership, communication, and interpersonal skills, capable of building and motivating a high-performing team.
  • Exceptional project management skills, able to juggle multiple priorities and deadlines in a fast-paced environment.
  • Proven ability to analyze campaign performance data, identify trends and insights, and make data-driven decisions to optimize campaigns and improve ROI.
  • Up-to-date knowledge of paid media industry trends, best practices, and emerging technologies.

Bonus Points:

  • Familiarity with AI and machine learning tools for paid media optimization.
  • Experience with BI tools (e.g., Looker, Power BI, Tableau) to analyze large datasets and derive actionable insights.
  • Experience extracting data for analysis using SQL.
  • Experience in regulated industries where the use of first-party audiences is restricted, such as housing and healthcare.

What we can offer you:

  • Flexible hours and paid time off policy
  • Competitive benefits package – medical, dental, vision, HSA, life, disability, and pet insurance
  • 401(k) Employer match
  • Direct relationships with executive leadership team
  • Fun work environment including social happy hours
  • Rapid company growth
  • Paid caregiver and volunteer days

Caring LLC is an Equal Opportunity Employer.

Diversity, Equality, and Inclusion at Caring.com

Our history has taught us that treating everyone with dignity and respect is vital to our ongoing success. We embrace and seek out diversity that is inclusive of thought, race, ethnicity, gender, age, religion, sexual orientation, experience, and background. We find that this diversity and openness ensures that all our associates have equal access to opportunities and resources to contribute fully to the organization's success, and it fuels innovation, improves strategic thinking, and cultivates leadership.