Director of Paid Social

Senior Performance Marketing Manager, New Channel Expansion

United States

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.

Bankrate has the scale, the first-party data, and the product depth to build a serious multi-channel paid acquisition engine — and most of that work is still ahead of us. The person in this role won't be optimizing a mature channel mix. They'll be defining what the mix looks like, proving what works through rigorous measurement, and building the institutional knowledge that shapes how Bankrate invests in paid media for years to come.

Bankrate's paid acquisition engine runs on paid search today. This role is about what comes next.

We're looking for a Senior Performance Marketing Manager to lead new channel expansion — identifying, testing, and scaling paid channels that can meaningfully contribute to Bankrate's growth. That means streaming TV, programmatic, podcasts, Meta, Tik Tok, You Tube, and beyond. Your mandate is to crack new channels and scale them profitably, fast. This is a strategic individual contributor (IC) role with real ownership over channel investment decisions.

You'll bring a track record of launching paid channels from scratch, rigorous instincts around measurement and incrementality, and the creative fluency to drive direct response performance across formats.

• Channel launch & scaling: Own the full cycle of new channel development — evaluating opportunities, building the investment case, structuring tests, and scaling what works. Streaming/connected TV, paid social, programmatic, You Tube are the primary focus. Define success criteria before each launch, model incremental reach and projected CPL against existing benchmarks, and make clear go/no-go calls backed by data.
• Incrementality & proof of value: Partner with BI to design and run geo-based or holdout tests that quantify true channel contribution. New channel launches live or die by your ability to separate real signal from noise — and to build the evidentiary case that earns continued investment from senior leadership.
• Platform partnerships: Develop direct relationships with platform and media partners. Stay ahead of new formats, buying models, and measurement capabilities — and bring those insights back as testable hypotheses before competitors act on them.
• Meta & Tik Tok: Support the scale of Meta, which just launched, then extend learnings to scale Tik Tok.
• Conversion signal optimization: Test and optimize conversion signal passback. Test signal configurations, monitor event match quality, and understand how signal health affects algorithmic efficiency and delivery cost.
• Channel playbooks: Document what works. Build repeatable frameworks for campaign setup, signal configuration, and bid strategy that the broader team can use and build on.
• Creative leadership: Set the creative testing agenda across all paid channels. Develop a hypothesis backlog grounded in performance data, write briefs that give Creative clear direction, and ensure learnings compound across campaigns and formats.
• Structured testing: Design multi-variable experiments (creative × audience × placement) with proper holdouts. Translate results into documented playbooks that raise the performance floor — and apply them across new channels as you launch them.
• Attribution & portfolio reporting: Own the attribution framework across your channels. Evaluate platform-reported metrics against internal data, surface discrepancies proactively, and build reporting that gives leadership a trusted view of cross-channel performance and trade-offs.
• Investment recommendations: Come to senior stakeholders with a point of view, not just a performance update. Frame budget recommendations in terms of incremental opportunity and portfolio-level trade-offs.
• AI-augmented work: Use AI to accelerate brief drafting, creative ideation, and performance analysis. Evaluate outputs critically for accuracy, brand voice, and regulatory compliance. Document where AI creates real leverage and share those practices with the team.

• New channel…