Head of Paid Social, Insurance

This position is listed on behalf of a partner company, who manages all applications and next steps. Our partner is looking for a Head of Paid Social, Insurance based in Ireland.

This is a senior, hands-on performance marketing leadership role focused on owning paid social for a high-potential insurance vertical. You will take end-to-end responsibility for Meta and TikTok performance, from budget allocation and bidding to creative testing, attribution, compliance, and margin. The role combines strategic ownership with daily execution in a fast-moving, data-driven environment. You will be expected to scale monthly investment significantly while protecting contribution margin and improving performance predictability. Working closely with creative, product, compliance, and business leadership, you will turn complex channel challenges into practical growth opportunities. You will also build repeatable testing frameworks and playbooks that raise the effectiveness of the wider paid media team. This is an opportunity for an experienced performance marketer to shape a growing channel rather than simply maintain an established playbook.

Accountabilities

• Own the end-to-end paid social strategy and execution for the insurance vertical across Meta and TikTok, with direct accountability for spend, pacing, performance, and contribution margin.
• Manage budget and bid strategies, making informed trade-offs between ROAS and contribution dollars to maximize profitable growth.
• Develop and lead a high-velocity creative testing roadmap in partnership with creative strategists and production teams, overseeing tests from concept and launch through analysis and post-mortem.
• Monitor performance closely, diagnose shifts caused by campaign, platform, attribution, audience, or creative factors, and take decisive corrective action.
• Scale monthly paid social investment substantially while maintaining target margins and improving the predictability of channel performance.
• Build a documented, repeatable paid social playbook covering testing, optimization, measurement, and operational best practices for use across the wider buying team.
• Establish strong working relationships with Meta and TikTok representatives, pursuing allowlisting, beta opportunities, access, and escalation support appropriate to regulated verticals.
• Partner directly with product, compliance, and business leadership on funnel, landing page, offer, and customer acquisition strategy.
• Navigate advertising and regulatory constraints proactively, identifying compliant approaches that allow campaigns to continue scaling.
• Use tracking and attribution data to validate performance, identify data-quality issues, and ensure optimization decisions are based on reliable signals.
• Share insights and recommendations early, document learnings, and continuously improve channel strategy, creative effectiveness, and testing velocity.

Requirements

• 4+ years of hands-on paid social buying experience in performance marketing, affiliate marketing, lead generation, or a comparable results-driven environment, with direct responsibility for profitability or contribution margin.
• Proven experience managing at least $250,000 in monthly paid social spend while being accountable for CPA, ROAS, contribution margin, or comparable commercial metrics.
• Deep expertise with Meta Ads, including campaign structure, bidding and budgeting, audience and placement testing, performance diagnostics, and platform-related changes.
• Significant TikTok advertising experience at meaningful scale, including familiarity with allowlisting, vertical restrictions, landing page requirements, and platform-specific operational considerations.
• Experience working in a compliance-heavy or regulated industry such as insurance, lending, credit, healthcare, or another restricted lead-generation environment.
• Strong knowledge of tracking and attribution, including pixel and server-side events, postbacks, conversion quality assurance, and the ability to identify when attribution or performance data may be unreliable.
• Demonstrated ability to connect paid media activity to P&L outcomes, commercial goals, and margin rather than focusing solely on surface-level channel metrics.
• Strong analytical, problem-solving, and decision-making skills, with the ability to investigate performance changes beyond the first apparent explanation.
• Excellent cross-functional communication skills and the ability to work effectively with creative, product, compliance, and business stakeholders.
• A proactive, accountable, and adaptable working style, with a willingness to operate directly in advertising platforms and move quickly when priorities or market conditions change.
• Preferred experience with auto insurance or another regulated lead-generation vertical, advertorial or direct-response funnels, landing page conversion testing, AI-powered creative tools, and Looker.

Benefits

• Fully remote working environment with flexibility to work from anywhere within the applicable location requirements.
• High-impact leadership opportunity with end-to-end ownership of a strategically important paid acquisition channel.
• Significant autonomy to influence budgets, testing strategy, creative direction, funnel optimization, and growth decisions.
• Opportunity to work closely with senior marketing, business, product, compliance, and creative stakeholders without unnecessary layers.
• Hands-on exposure to large-scale Meta and TikTok performance marketing in a regulated vertical.
• Opportunity to develop and implement new growth playbooks and shape how the broader paid media team operates.
• Diverse and inclusive working culture with a strong emphasis on ownership, continuous improvement, collaboration, and learning.
• Competitive compensation and benefits package, with specific details determined based on location, experience, and applicable employment terms.
• Opportunity to work within a profitable, growth-oriented environment where performance and commercial impact directly influence investment decisions.