Director, Paid Social

Groundworks•Irving, TX

2d•$155,000 - $195,000•Onsite

About The Position

The Director, Paid Social, leads from inside the platforms. This role owns paid social strategy, investment, and performance across the organization's brands and markets: taking extreme ownership and willingness to roll their sleeves up daily. This role will be responsible for building a paid social engine that drives efficient lead volume while strengthening how Groundworks shows up across social platforms. The Director of Paid Social will set strategic direction for audience targeting, creative strategy, and budget allocation, while staying directly involved in execution.

Requirements

5+ years of hands-on experience in Paid Social, with a strong track record of managing high-budget, performance-driven campaigns, preferably in lead generation or home services industries.
Expertise in Meta Ads, Reddit, X, TikTok, and other biddable platforms, with deep knowledge of audience targeting, bidding strategies, and conversion tracking.
Strong analytical and data-driven mindset, with proficiency in Google Analytics, PowerBI, or similar analytics tools to drive insights and campaign optimizations.
Hands-on experience with AI-driven bidding and automation tools, such as Meta Advantage+, CAPI, or third-party media management platforms.
Deep understanding of local and national advertising strategies, including geo-targeting, lead attribution, and multi-touch conversion optimization.
Cross-functional collaboration skills, with experience partnering with creative, analytics, and sales teams to align paid media efforts with broader marketing and business objectives.
Knowledge of call tracking, CRM, and lead attribution models, with experience optimizing campaigns for downstream conversion performance.
Strong financial acumen, including forecasting, CPL/CPA management, and ROAS-driven budget optimization.
Excellent communication and presentation skills, with the ability to distill complex data into clear insights and strategic recommendations for executive stakeholders.
Excellent verbal and written communication skills.

Responsibilities

Execute paid social campaigns across Meta, Reddit, X, TikTok, and other platforms in support of the broader team strategy, helping drive quality leads and engagement
Manage day-to-day budget pacing on assigned campaigns, monitoring spend closely to support cost-efficient acquisition and healthy ROAS
Support team members by helping coordinate campaign execution, sharing learnings, and pitching in on training as needed
Build and apply audience targeting, lookalikes, interest-based segments, first-party data, using existing playbooks and platform tools
Assist in optimizing campaigns across multiple markets, making sure local targeting stays aligned with brand and lead-generation guidelines set by leadership
Apply established bidding strategies and platform automation tools (e.g., Advantage+) to help improve performance and efficiency
Collaborate with performance marketing, analytics, creative, tech, and operations teams to keep campaigns aligned with broader goals
Keep up with paid social trends and platform updates, flagging relevant changes or opportunities to the team
Pull together campaign performance data and help prepare reporting for team leads, supporting broader budget and strategy conversations
It is an essential function of this job that the employee regularly and reliably reports to work on time each working day.
Perform other duties as necessary or assigned.