Senior Paid Social Manager, Homes.com – Richmond, VA

About the role

The Senior Paid Social Manager will oversee paid social strategies for B2B audiences such as agents, brokers, and industry professionals. They will design and execute social programs aimed at generating demand, product consideration, and lead generation. The role requires a blend of content strategy, paid media execution, and performance optimization.

Responsibilities

• Own the paid social strategy for B2B audiences – agents, brokers, and industry professionals
• Design and execute full-funnel social programs focused on generating demand, product consideration, and lead generation
• Define audience segments and refine targeting strategies
• Continuously test and optimize for media efficiency and lead quality
• Partner with creative teams to develop B2B-focused assets
• Translate product features into clear, compelling value propositions
• Guide creative development with platform-specific best practices
• Build a testing roadmap across messaging, formats, and CTAs
• Track and report on social campaign performance
• Partner with analytics teams to evaluate lead quality pipeline impact, and ROI
• Translate insights into actionable optimizations across creative, targeting, and spend
• Partner closely with: Sales teams to align on lead quality and feedback loops, Product marketing to translate features into benefits, Brand/consumer marketing to ensure consistency with broader campaigns
• Stay current on ad products, platform updates and capabilities
• Maintain alignment with larger brand campaigns
• Platform and Industry Expertise
• Stay current on ad products, platform updates and capabilities
• Monitor industry trends to inform content and messaging
• Identify opportunities for innovation

Core Skills And Qualifications

• 5+ years in real estate B2B social media marketing
• Bachelor’s degree from an accredited, in-person, not-for-profit college or university
• A track record of commitment to prior employers
• Experience running lead generation campaigns across paid social
• Experience with LinkedIn Ads, Meta Ads, and familiarity with Reddit and TikTok campaign management
• An analytical mindset with the ability to connect media performance to business outcomes
• Strong collaboration skills across marketing, sales, and product teams
• Excellent problem-solving, analytical, written and verbal communication, and interpersonal skills
• Ability to think strategically and act proactively

Preferred Qualifications And Skills

• Ability to build a strong, engaged community across social media platforms
• Experience with TikTok and/or Sprout Social
• Experience with Asana and/or Canva
• Experience with Microsoft Outlook, Teams, Word, PowerPoint, and Excel