Growth Marketing Director - Paid Social

EMPOWER OVERVIEW
Empower is shaking up an outdated financial system by providing real opportunity for our customers: the opportunity to get the cash they need, to access fair credit, and to change their financial story. Today, we're helping millions of people find financial security through machine learning models that evaluate creditworthiness using a more inclusive lens and mobile-first products: Cash Advance, Thrive line of credit, and Petal credit cards. Tomorrow? Creating even more financial paths for our customers (and their wallets) to succeed.
This year, Empower ranked #65 on Inc. 5000's Fastest-Growing Private Companies list - our third year in a row cracking the top 100 - and was named by Forbes as one of the 25 Next Billion-Dollar Startups for 2024. Empower was also featured by Forbes on America's Best Startup Employers list in 2023, and our Thrive line of credit product was named by Fast Company as one of 2022's Next Big Things in Tech.
Empower is backed by Sequoia Capital, Blisce, and Icon Ventures. Ready to grow your impact and accelerate your career? Take a look at our open roles - we can't wait to meet you.
THE EMPOWER WAY
Great Expectations: We come up with bold, audacious goals for ourselves and go all out for impact
Owner Mindset: We give every employee latitude to act independently, make smart choices, and move the business forward
Spirited Debate: We love skeptics and seek counter opinions to challenge our personal assumptions and expand our view
Customer Obsession: We listen to understand, empathize, and create a memorable, rewarding experience for our community
Inclusive Collaboration: We believe diverse teams make the best decisions, and we strive to give diverse voices a seat at the table
No Jerks Allowed: We value our relationships and take the time to build trust and connection and communicate respectfully
WHAT EMPOWER OFFERS
Competitive salary
Generous equity package
Full healthcare benefits
Technology expense reimbursement
Work from anywhere
JOB DESCRIPTION
Empower is looking for an exceptional digital marketing leader who can holistically own critical channels for our growth including Meta and TikTok. As the leader of Paid Social, you will be responsible for creating and executing a strategy to profitably and sustainably grow your channels as well as day to day management of the channels. We are looking for someone who is on the cutting edge of how to win on Meta and TikTok and is effective across campaign management, analytics, measurement and attribution, ad creative, A/B testing, and technical setup including event / data passbacks.Experience in Financial Services / FinTech and in mobile app marketing are valued but not required.
Travel for company offsites is expected a minimum of 2 times per year.
Responsibilities

• Channel Ownership: Working with your direct report(s), manage the channels on a constant basis, ensuring we deliver on ROAS targets within budget and compliance
• Strategic Leadership: Develop the holistic strategy for growing the channels on a short- and long-term basis and effectively partner with key teammates across Creative, Product and Engineering, Data Science, Credit, Compliance, and beyond to quickly bring it to life
• Measurement and Attribution: Develop and iterate on the approach for measuring channel performance, effectively accounting for the differences in best-class approaches between android and iOS
• Grow Profitably: Invest spend at ROAS above hurdle rate, with a focus on growing the channel volume profitably while avoiding underwater marginal spendTest and Learn: Build constant pipeline of A/B tests spanning creative, product terms and claims, bid and campaign management methodologies
• Win with the Consumer: Create and execute an ad creative strategy that continuously unlocks new insights and delivers new winners across multiple static and video ad formats and across differing channel placements

Qualifications

• Bachelors or Graduate Degree in a quant-related field such as Economics, Business, Engineering, Analytics
• 5+ years of experience in digital marketing with 3+ on Meta and/or TikTok including experience managing a $10M+ annual budget
• Demonstrated track record of driving growth in Paid Social Marketing
• Strategic thinker with excellent analytical, organizational, and problem-solving skills
• Proficiency on ad platforms and in analytical tools such as Excel and Tableau
• Outstanding communication and interpersonal abilities to engage with all levels of the organization and external stakeholders

What you can expect in your first 30 days

• Participate in comprehensive onboarding sessions to understand Empower's mission, vision, and values and as well Marketing OKRs, KPIs, and other important metrics.

• Begin building relationships with key team members across Creative, Product and Engineering, Data Science, Credit, and Compliance.

• Get deeply acquainted with the current state of Meta and TikTok channels, including putting yourself in the shoes of the consumer / customer.
• Review existing strategies, campaigns, and performance metrics and make initial improvements.

What you can expect in your first 90 days

• Take full ownership of channel management, ensuring ROAS targets are met within budget and compliance.
• Develop a holistic strategy for growing Meta and TikTok channels.
• Partner with cross-functional teams to align on strategic goals and execution plans.
• Identifying opportunities for A/B testing and creative strategies and begin delivering on them.

• Begin implementing measurement and attribution approaches tailored for Android and iOS.
• Monitor and analyze channel performance, making data-driven adjustments.

• Actively participate in spirited debates and contribute to inclusive collaboration efforts.
• Engage in customer obsession practices, seeking to understand and improve user experiences.

What you can expect in your first year

• Lead the successful execution of growth strategies for Meta and TikTok channels.
• Achieve and surpass ROAS targets while maintaining profitability and compliance.
• Continuously develop and refine A/B testing methodologies to optimize campaign performance.

• Drive innovative ad creative strategies, unlocking new insights and delivering high-performing content.
• Establish Empower as a leader in digital marketing within the financial technology space.

• Attend company offsites and participate in professional development opportunities.
• Continuously build and refine skills in digital marketing, analytics, and leadership.

At Empower, we hire for people that push themselves to understand others and seek out ways to challenge their personal assumptions. Our hope is that by fostering such an environment, we strengthen our business and relationships by putting people first. We are committed to building a diverse, inclusive, and equitable workspace where everyone (regardless of age, education, ethnicity, gender, sexual orientation, or any personal characteristics) feels like they belong. Even if your experience doesn't exactly match up to our job description, you should feel empowered to apply regardless!