Responsibilities

• Define and own the multi-year vision and quarterly roadmap for paid search and paid social across all key platforms (Google, Bing, Meta, TikTok, LinkedIn, Reddit, etc.)
• Set and manage budget allocation across channels, campaigns, and audiences to maximize ROI and align with broader business goals
• Lead, mentor, and grow a team of channel managers, analysts, and specialists
• Drive day-to-day campaign performance: creative testing, audience strategy, bid management, landing page experimentation, and budget pacing
• Build a culture of relentless testing — hypothesis-driven experimentation, clean read-outs, and rapid iteration
• Identify and deploy automation opportunities (smart bidding, dynamic creative, feed management, scripts/APIs) to scale efficiently
• analyze and build segmentations & audiences in and outside of the ad platforms to inform and make decisions on Revenue, Profit, and Quality of the leads.
• Lead building a lead scoring system to maximize Revenue, Profit, and Quality across campaigns. This includes leading cross sell strategy and utilizing multitouch and LTV models to the maximum potential
• Implement and manage advanced attribution models to understand the full-funnel impact of performance spend
• Partner with Data Science to refine LTV/CAC calculations, build and maintain incrementality testing programs, and use deep-funnel signals to inform bidding strategies

Requirements

• Minimum of ten (10) years of paid marketing experience, inclusive of 4 years leading teams at the Director level or above
• Bachelor’s degree in a related field or equivalent experience required.
• Demonstrated track record of scaling paid search and paid social programs at meaningful budget levels (eight-figure annual spend or more)
• Deep technical fluency with major ad platforms and analytics tools
• Strong command of attribution methodology — MMM, MTA, incrementality testing — and the trade-offs between them
• Comfort partnering with Data Science on statistical concepts: causal inference, geo-experiments, holdout design
• Experience driving automation through APIs, scripts, or third-party tools
• Excellent communicator who can translate complex measurement concepts for executives and align cross-functional partners
• Bias for action, strong commercial instincts, and intellectual honesty about what’s working and what isn’t

Preferred

• Background in a variety of lead gen marketplaces
• Experience in financial services categories, particularly insurance

Benefits

• Competitive benefits including paid vacation time, medical, tuition reimbursement, and training
• Collaborative Work Environment ~ Fun, diverse, inclusive and ambitious co-workers
• Talent is our best asset!
• We invest in people with passion and potential who understand U.S. News’ dedication to our consumers.
• Entrepreneurial, mission-driven culture with core values of quality and integrity
• Focus on fostering personal and professional growth