Sr. Director Paid Social

About the role

The Senior Director of Paid Social will lead BMG360's largest and most strategically important department, overseeing two Directors of Paid Social and a team of approximately 12+ media professionals. This role requires a leader with deep expertise in Meta Ads, TikTok Ads, attribution, measurement, creative strategy, and team leadership.

Key Responsibilities

• Lead, mentor, and develop a high-performing Paid Social team through direct management of two Paid Social Directors and indirect oversight of a broader team of 12+ specialists and managers.

• Establish department goals, operational processes, quality standards, and performance expectations.

• Drive career development, coaching, succession planning, and talent retention initiatives.

• Foster a culture of innovation, accountability, collaboration, and continuous learning.

• Ensure team resources, staffing plans, and workloads align with client growth and agency objectives.

• Serve as executive strategic lead across key client accounts while directly owning and managing 2+ major client relationships.

• Act as a trusted advisor to senior client stakeholders and executive leadership teams.

• Develop full-funnel paid social strategies focused on customer acquisition, revenue growth, and business outcomes.

• Lead executive business reviews, quarterly planning sessions, and strategic growth initiatives.

• Travel to client in-person meetings as needed. Estimated 3-5 times per year.

• Provide guidance on audience strategy, platform investments, creative testing frameworks, measurement methodologies, and performance optimization.

• Partner closely with fellow leaders across the agency’s capabilities: Paid Search, Conversion Rate Optimization & Landing Page Optimization, Creative Strategy & Production, Search Engine Optimization, Engineering, Development & Technology, Analytics & Data Science, Radio, Television, and other traditional channels.

• Ensure integrated marketing strategies are developed and executed across all digital touchpoints.

• Champion cross-channel planning and measurement initiatives and philosophies that connect paid social performance to broader business outcomes.

• Lead advanced forecasting, pacing, budgeting, and media planning initiatives across the department.

• Build scalable reporting frameworks that provide actionable insights for clients and internal teams.

• Drive innovation in attribution and measurement solutions to better demonstrate paid social's contribution to revenue and business growth.

• Partner with analytics teams to develop and refine multi-touch attribution (MTA), incrementality testing, media mix modeling (MMM), and conversion measurement frameworks.

• Translate complex performance data into clear executive-level recommendations and business narratives.

• Champion the belief that creative is the largest performance lever within paid social.

• Partner closely with creative teams to develop scalable testing roadmaps and performance-driven creative frameworks.

• Ensure platform-specific best practices are incorporated into all creative recommendations.

• Guide creative strategy discussions across Meta Ads, TikTok Ads, and emerging social ad platforms.

• Stay ahead of evolving content trends, creator-led advertising strategies, and performance creative methodologies.

• Play a leadership role in business development efforts.

• Conduct audits and strategic assessments for prospective clients.

• Participate in discovery sessions, pitch development, and executive presentations.

• Help identify growth opportunities across existing and prospective accounts.

• Contribute to agency thought leadership, industry positioning, and service innovation initiatives.

• Maintain expert-level knowledge of: Meta Ads, TikTok Ads, and emerging social advertising platforms.

• Stay current on platform updates, beta programs, measurement changes, privacy regulations, and industry trends.

• Evaluate new technologies, AI tools, automation opportunities, and performance marketing solutions that improve client outcomes and operational efficiency.

• Serve as a department-wide resource for complex platform strategy and execution challenges.

• Serve as a key point of contact with our agency representative relationships with Meta, TikTok, and other paid social platforms alongside our SVP of Digital Growth & Strategy.

Qualifications

• 10+ years of Paid Social experience, preferably within a performance marketing or digital agency environment.

• 5+ years leading and managing high-performing teams.

• Proven experience managing enterprise-level media budgets and complex client relationships.

• Demonstrated success developing full-funnel paid social strategies that drive measurable business results.

• Extensive experience with Meta and TikTok advertising platforms.

• Strong analytical, forecasting, and strategic planning capabilities.

• Experience and proven excellence leading executive-level client presentations and business reviews.

• Proven ability to influence cross-functional stakeholders and drive organizational alignment.

• Experience developing attribution, incrementality, or multi-touch measurement frameworks.

• Experience with Looker Studio, Looker, Tableau, Power BI, or other BI/reporting platforms.

• Strong familiarity with GA4, server-side tracking, CDPs, and modern measurement solutions.

• Experience with marketing automation, AI-driven media optimization, and advanced analytics.

• Exposure to MMM, lift studies, experimentation frameworks, and causal measurement methodologies.