Head of Paid Social, Insurance

About the Role

We are seeking a dynamic and results-driven Head of Paid Social, Insurance to lead our paid social strategy and execution for the insurance vertical across Meta and TikTok platforms. This senior, hands-on role demands a strategic leader who thrives in a fast-paced, data-driven environment, with full accountability for end-to-end performance marketing. You will own budget allocation, bidding strategies, creative testing, attribution, compliance, and contribution margin while scaling monthly investment substantially. This is an exceptional opportunity for an experienced performance marketer to shape and grow a high-potential channel, rather than merely maintaining an existing playbook.

Key Responsibilities

• Strategic Ownership: Develop and execute a comprehensive paid social strategy for the insurance vertical, ensuring alignment with business objectives and regulatory requirements.
• Budget & Performance Management: Oversee budget allocation, bid strategies, and pacing to maximize profitable growth while protecting contribution margin. Make data-informed trade-offs between ROAS and contribution dollars.
• Creative Innovation: Lead a high-velocity creative testing roadmap in collaboration with creative and production teams, from concept development to post-mortem analysis, to continuously enhance campaign effectiveness.
• Performance Diagnostics: Monitor performance closely, identify shifts caused by campaigns, platform updates, attribution changes, audience dynamics, or creative factors, and implement corrective actions promptly.
• Scalability & Predictability: Scale monthly paid social investment significantly while maintaining target margins and improving the predictability of channel performance through structured testing and optimization frameworks.
• Playbook Development: Create a documented, repeatable paid social playbook covering testing methodologies, optimization techniques, measurement frameworks, and operational best practices for broader team adoption.
• Platform & Compliance Collaboration: Build and maintain strong relationships with Meta and TikTok representatives, pursuing allowlisting, beta opportunities, and platform-specific support tailored to regulated verticals. Proactively navigate advertising and regulatory constraints to ensure compliant scaling.
• Cross-Functional Partnerships: Work closely with product, compliance, and business leadership to align paid social strategy with funnel optimization, landing page improvements, offer development, and customer acquisition initiatives.
• Data Integrity & Insights: Leverage tracking and attribution data to validate performance, identify data-quality issues, and ensure optimization decisions are based on reliable signals. Share insights and recommendations early to drive continuous improvement in channel strategy and creative effectiveness.

Requirements

• Proven Experience: Minimum of 4 years in hands-on paid social buying within performance marketing, affiliate marketing, lead generation, or a comparable results-driven environment, with direct accountability for profitability or contribution margin.
• Scale & Accountability: Demonstrated ability to manage at least $250,000 in monthly paid social spend while being directly responsible for key metrics such as CPA, ROAS, contribution margin, or similar commercial KPIs.
• Platform Expertise: Deep proficiency in Meta Ads, including campaign structuring, bidding and budgeting strategies, audience and placement testing, performance diagnostics, and platform-specific updates. Significant experience with TikTok advertising at scale, including familiarity with allowlisting, vertical restrictions, landing page requirements, and platform-specific operational considerations.
• Regulatory Acumen: Prior experience working in a compliance-heavy or regulated industry such as insurance, lending, credit, healthcare, or another restricted lead-generation vertical.
• Technical Proficiency: Strong knowledge of tracking and attribution methodologies, including pixel implementation, server-side events, postbacks, conversion quality assurance, and the ability to troubleshoot data discrepancies.
• Analytical & Leadership Skills: Exceptional analytical mindset with the ability to translate complex data into actionable insights. Strong leadership qualities to mentor and guide a high-performing team while fostering a culture of continuous improvement.

Why This Role?

This is a unique opportunity to shape the future of paid social within a high-growth insurance vertical. You will have the autonomy to drive innovation, implement scalable frameworks, and lead a team in a dynamic environment where performance and compliance intersect. If you are a strategic thinker with a passion for performance marketing and a track record of scaling paid social channels in regulated industries, we invite you to apply and make a lasting impact.