Responsibilities

• Paid Social & Agency Leadership - Own paid social strategy and performance on Meta, directing our agency partner on account structure, audience approach, budget allocation, and optimization while holding them accountable to clear performance targets.
• Paid Social & Agency Leadership - Set the creative strategy and direct the testing roadmap across hooks, formats, offers, and messaging.
• Paid Social & Agency Leadership - Own budget pacing, forecasting, and channel-level efficiency, and make the case for reallocating spend when the evidence supports it.
• Paid Social & Agency Leadership - Partner with Legal on creative approval and disclosures, and build review into the creative workflow.
• Paid Social & Agency Leadership - Evaluate and test emerging paid social channels where our audience is genuinely present, with a clear read on incrementality before scaling.
• Webinar & Education Program - Own the expert-led webinar program end to end — calendar, topics, speaker recruitment and preparation, run-of-show, platform, and post-event follow-up.
• Webinar & Education Program - Own registration and, more importantly, attendance: build the promotion plan, and partner with Lifecycle Marketing on the reminder and follow-up sequences that convert registrants into attendees.
• Webinar & Education Program - Design each webinar to move viewers toward a sales conversation, and partner with Sales on how attendees are handed off, prioritized, and followed up.
• Webinar & Education Program - Build and maintain an on-demand video library and repurpose webinar content into clips and assets that feed paid social, retargeting, and the wider content program.
• Webinar & Education Program - Own the program’s performance model — registration rate, attendance rate, attended-to-conversation conversion, and cost per qualified lead — and use it to decide topics, formats, and speakers.

Requirements

• 7+ years in paid media or demand generation , with direct accountability for lead volume, quality, and cost. Ideally in a high-consideration, sales-assisted D2C model.
• Deep Meta advertising expertise . You have run meaningful budgets on the platform and know account structure, audience strategy, creative testing, and measurement well enough to direct an agency, audit their work, and challenge a recommendation you disagree with.
• Experience advertising in a regulated category — financial services, insurance, healthcare, or similar.
• Strong creative judgment . You can brief a creative team to a sharp strategy, recognize what will work before it runs, and read test results.
• Webinar or virtual event program experience , including driving attendance rather than registrations alone, and converting attendees into pipeline.
• Hands-on retargeting experience across paid social and, ideally, connected TV or other programmatic video, including audience construction, sequencing, and frequency management.
• Analytical rigor beyond platform dashboards . You can design a holdout test, interpret incrementality results, and explain what media did and did not deliver.
• Proven agency and vendor management , including scope, budget, and holding partners to a high standard of output.
• Strong cross-functional collaboration . This role sits between Sales, Lifecycle, Creative, Legal, and Technology, and depends on clarity and follow-through.

Preferred

• Experience in precious metals, retirement services, wealth management, insurance, or another high-consideration financial services category.
• Experience marketing to an audience aged 55 and above, with a practical understanding of how channel preference and creative response differ for that demographic.
• Working knowledge of Marketo and Salesforce, sufficient to partner effectively on lead flow, attribution, and handoff.
• Video production or content experience, particularly turning long-form expert content into performing short-form creative.