Director, Paid Social

About the role

We're looking for a Director, Paid Social, to lead from inside the platforms, owning paid social strategy, investment, and performance across the organization's brands and markets. This role will be responsible for building a paid social engine that drives efficient lead volume while strengthening how Groundworks shows up across social platforms.

Responsibilities

• Execute paid social campaigns across Meta, Reddit, X, TikTok, and other platforms in support of the broader team strategy, helping drive quality leads and engagement
• Manage day-to-day budget pacing on assigned campaigns, monitoring spend closely to support cost-efficient acquisition and healthy ROAS
• Support team members by helping coordinate campaign execution, sharing learnings, and pitching in on training as needed
• Build and apply audience targeting, lookalikes, interest-based segments, first-party data, using existing playbooks and platform tools
• Assist in optimizing campaigns across multiple markets, making sure local targeting stays aligned with brand and lead-generation guidelines set by leadership
• Apply established bidding strategies and platform automation tools (e.g., Advantage+) to help improve performance and efficiency
• Collaborate with performance marketing, analytics, creative, tech, and operations teams to keep campaigns aligned with broader goals
• Keep up with paid social trends and platform updates, flagging relevant changes or opportunities to the team
• Pull together campaign performance data and help prepare reporting for team leads, supporting broader budget and strategy conversations

Qualifications

• 5+ years of hands-on experience in Paid Social, with a strong track record of managing high-budget, performance-driven campaigns, preferably in lead generation or home services industries
• Expertise in Meta Ads, Reddit, X, TikTok, and other biddable platforms, with deep knowledge of audience targeting, bidding strategies, and conversion tracking
• Strong analytical and data-driven mindset, with proficiency in Google Analytics, PowerBI, 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, 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, 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
• Excellent verbal and written communication skills

Working Conditions

This role sits in our corporate office in Irving, TX. The salary range for this role is $155,000-$195,000, based on experience. The work environment is fast-paced, requiring frequent interaction with customers, internal departments, and field personnel, and may require flexibility in work hours to support multiple North American time zones.

Benefits

• Competitive Pay
• Employee Company Ownership Opportunities
• Industry Leading Training Programs
• Leadership Development and Career Growth Tracks
• Comprehensive and Affordable Benefits Package
• Top Workplace with Award Winning Culture