*This role is open to remote or hybrid candidates (East Coast preference), with hybrid being central to our New York, NY or Charlotte area offices.

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Bankrate is one of the most trusted names in personal finance, helping millions of people compare rates and make smart decisions about mortgages, savings, and more. We're investing in the paid channels, creative infrastructure, and experimentation rigor that will fuel our next phase of growth. Bankrate's paid acquisition engine runs on paid search today. Paid social is our biggest growth bet, and this role owns it. Meta and TikTok recently launched. Your job is to scale them profitably, then expand into new channels as the foundation proves out. This is a Director-level individual contributor role with real ownership: channel strategy, budget, measurement standards, and creative direction. You'll be hands-on in the platforms while setting the strategy, proving the model, and shaping how Bankrate invests in paid social for years to come.

What You’ll Do

Meta: Scale Meta from recent launch into a durable, profitable channel: campaign architecture, bid strategy, budget pacing, creative testing, and the operating cadence that turns early signal into sustained growth.
TikTok: Audit the channel, adjust the strategy, make clear go/no-go calls backed by data, and scale what works.
Conversion signal optimization: Own signal passback across platforms. Test configurations, monitor event match quality, and know how signal health drives algorithmic efficiency and delivery cost.
Channel playbooks: Turn what works into repeatable frameworks for campaign setup, signal configuration, and bid strategy.
Creative leadership: Set the creative testing agenda: a hypothesis backlog grounded in performance data, clear briefs for Creative, and learnings that compound across campaigns and formats, including UGC and creator-led content.
Structured testing: Run multi-variable experiments with proper holdouts, and turn results into playbooks that raise the performance floor.
Incrementality: Partner with BI on geo and holdout tests that quantify true channel contribution. Separating real signal from noise is what earns continued investment.
Attribution & reporting: Own the attribution framework. Check platform-reported metrics against internal data, flag discrepancies early, and give leadership a trusted view of performance.
Budget ownership: Bring executive stakeholders a point of view, not just a performance update. Frame recommendations around incremental opportunity and portfolio trade-offs, and own the channel P&L.
Cross-functional leadership: Direct the work of Creative, BI, and agency/platform partners without formal authority. Represent paid social in executive planning and budget cycles.

What We’re Looking For

Paid social depth: 6+ years in performance marketing with deep hands-on Meta and TikTok direct response experience, accountable for CPL, CVR, and revenue at scale (ideally seven figures monthly on Meta). You know signal passback, event match quality, and how algorithmic efficiency is won or lost.
Channel-building track record: You've launched and scaled paid channels from scratch: built the case, ran the test, scaled what worked, killed what didn't.
Measurement sophistication: You've designed incrementality tests, can evaluate attribution frameworks critically, know correlation from lift, and can make that case to executives.
Creative strategist: You set creative direction, not just approve it: strong briefs, precise feedback, and a sharp read on what drives performance in UGC, creator, and short-form video.
Executive presence: You've owned channel budgets, defended investment decisions with senior leadership, and communicate trade-offs crisply.
Strategic operator: You move easily between setting strategy and executing within it, juggling priorities with minimal oversight.
AI-forward: You actively use AI tools and have a clear point of view on where they add leverage, especially in creative development.