Senior Manager, B2B Paid Marketing

Zillow

6d•$125,100 - $210,300•Remote

About The Position

The Paid Marketing team at Zillow (zMedia) is responsible for developing and executing the marketing paid strategy across channels like Video, Audio, Digital, Search, Social, and OOH/DOOH to drive the business across Zillow Group’s portfolio of brands. Our team is customer-focused, collaborative, data-informed, AI enabled, and innovative. We work with a wide range of partners across Brand Marketing, Product Marketing, Creative Services, Customer Insights, Analytics, Product, and Data Science to deliver high-performing media campaigns. Zillow is reimagining how people move, and the professionals who serve them are central to that mission. Our Agent business builds the products real estate professionals use to win listings, deliver value to clients, and grow their businesses. You will own paid media strategy and investment for Zillow's Agent software and advertising product portfolio. Reporting to the Director of Paid Media, you will manage an eight-figure annual budget across upper-funnel and performance media, and build the measurement systems that connect that investment to the Sales pipeline to prove return. You will set the strategy, defend it to leadership, and change it as the evidence changes. You will lead two media strategists and our media agency. You will also partner with cross-functional teams, including Search/Social investment, Agent Marketing leadership and Sales. As a member of the zMedia leadership team, you will build the systems and standards that raise the bar for the entire Paid Marketing organization. You will also have the opportunity to set the AI-forward operating model for the team, guiding updated workflows and making AI foundational to planning, reporting, and optimization.

Requirements

Minimum of 8 years of B2B marketing experience, with at least 6 years of Paid Marketing experience
At least 3 years of people management experience, excellent leadership skills with the confidence to lead, manage and engage team members (both direct and indirect reports, including a media agency)
3-5 years experience in working with CRM tools like SalesForce or HubSpot
Experience in tools like Claude Cowork and OpenAI Work to create workflows and agentic tools
Experience using AI to accurately query/debug data from data lakes like DataBricks; creating dashboards and automated reporting
Familiarity with account-based (ABM) or intent-based media and multi-stakeholder buying cycles
Analytically self-sufficient. You can answer a spend-to-revenue question yourself, including querying a warehouse like Databricks, and you use AI to build durable reporting and analysis workflows rather than just to work faster
Clear communication in a fast-moving environment, and a willingness to stop a program as readily as scale one
Strong command of measurement practice, with clear points of view on multi-touch attribution, incrementality testing, and marketing mix modeling
Bachelor's degree in marketing, business, economics, analytics, or a related field.

Nice To Haves

Master's degree is a plus
Experience in real estate, proptech, marketplaces, or adjacent industries
Experience in marketing B2B software or subscription products using paid media
Agency experience

Responsibilities

Own the annual media plan for the agent portfolio (6+ products/campaigns), including objectives, key performance indicators, product mix, channel mix, and flighting against real estate industry seasonality
Evaluate marginal return across products and channels, identify diminishing returns, and reallocate based on evidence
Own the budget from annual planning through in-year pacing, forecasting, and cost accountability with Finance, and build business cases for future investment
Steward the measurement foundation for Agent Media, covering attribution methodology, lifetime value and acquisition cost, marketing mix modeling (MMM) direction, and tracking integrity across channels
Work with Agent Marketing and Data Science to translate media results into Sales pipeline and revenue impact
Set the strategy and testing agenda that internal channel teams and our external media agency execute against, including media briefs, prioritization, and performance benchmarks
Coach your team of two media planners and channel execution partners to a clear standard, setting outcomes, developing strategic judgment, and holding delivery accountable
Plan capacity across the portfolio so your team's time lands on the highest-value initiatives, and build the operating standards they plan, measure, and report against
Represent Agent Media in CMO-facing cross-portfolio investment decisions and quarterly business reviews
Lead and influence the broader Paid Marketing (zMedia) team in cross-functional projects like AI enablement, ways of working, etc.