Responsibilities

• Own full-funnel paid social strategy, working closely with the internal paid social team and agency partners to execute across the funnel
• Partner with internal teams to align paid social activity with brand moments, sponsorships, and activations
• Partner closely with the Principal, Social & Influencer Marketing counterpart to align paid and organic strategy — coordinating creative, messaging, and audience approach across paid and owned social
• Identify new ways to reach Gen Z and drive engagement with ads and influencer content, moving perception and consideration of Credit Karma with this audience
• Drive the rollout of more rigorous measurement across paid social to unlock cleaner conversion tracking and enable more efficient install campaigns, with a focus on unblocking attribution and improving signal quality across platforms
• Champion the inclusion of acquisition/conversion KPIs alongside revenue/MMM-based KPIs as measures of program health, tailoring the right metric to each channel's measurement maturity
• Partner with channel owners (Meta, TikTok, Snapchat, Reddit, Pinterest) and agency partners on testing roadmap execution, including incrementality tests, brand lift studies, and audience validation tests
• Ensure Credit Karma is testing and adopting new and emerging formats across all platform partners, staying ahead of the latest platform innovation
• Adopt and drive AI-assisted tools and workflows across paid social planning, measurement, and reporting to increase team efficiency
• Coordinate across creative agency partners and the internal organic social team to ensure the team is running current, approved assets and avoiding creative gaps or fatigue

Requirements

• 8+ years of performance marketing or paid social experience, with demonstrated ownership of brand and/or upper-funnel paid social strategy
• Deep platform fluency across Meta, TikTok, Snapchat, Reddit, and Pinterest, with tactical excellence in 2+ major platforms
• Track record scaling and optimizing large paid social campaigns across multiple platforms, inclusive of full-funnel (brand and acquisition) tactics
• Hands-on experience with CAPI (Conversions API) and probabilistic attribution and fluency in ecosystem privacy policies (SKAN, ATT)
• Comfortable moving fluidly between the details of execution and higher-level strategy; can drive recommendations and align peers without formal authority
• Strong storytelling and communication skills, with a track record of presenting strategy and results to senior stakeholders
• Track record of adopting new measurement solutions (including MMM) and creating succinct, data-driven reporting for senior stakeholders
• Proficiency with AI tools and advanced Excel/Google Sheets
• Bachelor's Degree
• Preferred: Proficiency with SQL/BigQuery/ Looker

Preferred

• Proficiency with SQL/BigQuery/ Looker
• Experience working with influencers