Head of Paid Social, Insurance

Auto insurance on paid social is one of our highest-potential channels and you would  own it end to end taking it to the next level.

This is a hands-on seat. You are in Ads Manager daily, pulling your own numbers, setting the testing agenda with the creative team, and staying with a test through launch, read, and post-mortem. If you are looking to hand a strategy deck to someone else to execute, this is not it.

The honest trade: the channel has proven scale and a real ceiling. Creative fatigues fast, attribution is noisy, and regulation reshapes what you can say and where you can send traffic. Those problems are yours. Nobody is going to solve them above you.

Why This Seat

You own a vertical, not a slice. Meta and TikTok spend for auto insurance, end to end, from budget and bid strategy to the creative roadmap to live margin performance. One owner, and it is you.

Margin is the metric. Not impressions, not a ROAS number handed down without context. You decide when to push into a lower ROAS for contribution dollars and when to pull back, and you are trusted to make that call.

The mandate is scale, not maintenance. The plan is to grow this channel to roughly 2.5x its current monthly spend without giving up margin. That is the job. If you want a channel that is already solved, this is the wrong one.

The interesting part is unsolved. Creative fatigue cycles, attribution noise, and compliance constraints on a vertical with real headroom. You will not be maintaining someone else's playbook. You will be writing the one the rest of the team runs.

Short line to the people who decide. You work directly with the Senior Director who owns paid marketing, the GM of Auto Insurance, compliance, and product. No layers to route a recommendation through.

Profitable and bootstrapped. Spend decisions here get made on margin, not against a burn plan set by someone else's timeline.

What You'll Bring

• Paid social bought at scale in performance marketing, affiliate, or leadgen. Not brand work and not agency-of-record media planning.
• Deep hands-on Meta expertise: campaign structure, bid and budget strategy, audience and placement testing, and diagnosing a performance shift caused by a platform or attribution change rather than by your campaigns.
• Real TikTok scale, not test budgets. You have managed meaningful spend through allowlisting, vertical restrictions, and landing page requirements.
• Direct accountability for CPA, ROAS, or contribution margin on monthly spend of $250,000 or more.
• Experience in a compliance-heavy vertical such as insurance, lending, credit, or health, where creative and landing page claims are constrained.
• Fluency with tracking and attribution: pixel and server-side event setup, postbacks, conversion QA, and the judgment to spot when the data is lying to you.
• Four or more years in a hands-on, in-the-weeds buying role with direct margin accountability.

How we work, and what we look for in how you work:

• Focus and Win. You start from the P&L and the metric, not the tactic, and you are relentless about why performance moved. You do not stop at the first explanation.
• Better Every Day. You seek feedback and turn it into visible change, and you write down what you learn so the next buyer does not relearn it.
• Stronger Together. You brief the creative team clearly, give specific feedback, and treat them as partners in the testing agenda rather than a request queue. You surface a problem early with a recommendation attached instead of waiting to be asked.
• Embrace Change. When a platform policy or a compliance constraint moves, you find the compliant path to scale rather than stopping at no.

Nice to Have

• Auto insurance, or another regulated leadgen domain
• Advertorial or direct-response landing page funnels and conversion rate testing
• Working knowledge of AI creative generation tooling
• Familiarity with Looker

What You'll Own

• Meta and TikTok spend for auto insurance, end to end, with measurable margin impact. You have a teammate on the buying team who can support execution when volume calls for it, and the ownership stays with you.
• Pacing and margin targets, including the judgment call on when lower ROAS is the right trade for contribution dollars.
• The creative testing roadmap, built with the Creative Strategist and the creative team and turned into shipped concepts at high velocity.
• A documented, repeatable playbook other buyers on the team can run.
• Direct relationships with Meta and TikTok reps, and the allowlisting, beta access, and escalation paths a restricted vertical depends on.
• The working partnership with the GM of Auto Insurance, compliance, and product on funnel, landing page, and offer strategy.

What Great Looks Like

By the end of your first year:

• Auto insurance paid social hits its margin and pacing targets consistently, and you can explain every miss without being asked.
• Monthly spend is materially higher than when you started, and margin held.
• Creative test velocity is up and the win rate is better, because the roadmap is deliberate instead of reactive.
• Your testing playbook is in use by other buyers on the team.
• Meta and TikTok reps take your call, and you have unlocked at least one thing for this vertical that the team did not have access to before.
• Compliance and product treat you as a partner on funnel and offer strategy rather than as a request coming in.

This Isn't the Right Seat If You

• Want to set strategy and hand execution to someone else. This role is in the account daily.
• Have only bought inside an agency with no accountability for margin or profit.
• Need a stable platform environment. Policy, creative fatigue, and attribution all shift here, sometimes in the same week.
• Treat compliance as the reason something cannot be done rather than a constraint to solve within.
• Prefer to work a problem quietly and present a finished answer. We would rather hear it early and rough.