Principal Marketing Manager, Paid Social

Intuit; Charlotte (NC); On-site; USD 150,000 - 210,000; Full time

Job summary

Intuit Credit Karma is seeking a Principal Marketing Manager, Paid Social to own full-funnel paid social strategy across Meta, TikTok, Snapchat, Reddit and Pinterest, focusing on upper-funnel initiatives and their impact on business metrics.

You will partner with internal teams and agency partners to push the program forward, advance measurement maturity, and apply next-generation testing and AI-assisted planning.

Qualifications

• 8+ years of performance marketing or paid social experience.
• Deep platform fluency across Meta, TikTok, Snapchat, Reddit, and Pinterest.
• Track record scaling large paid social campaigns with full-funnel tactics.
• Hands-on experience with CAPI and probabilistic attribution; privacy policy awareness.
• Comfort moving between execution details and high-level strategy; strong communication.
• Experience with measurement solutions (MMM) and data-driven reporting.
• Proficiency with AI tools and advanced Excel/Google Sheets.
• Bachelor's Degree.
• Preferred: SQL/BigQuery/Looker.
• Preferred: Experience working with influencers.

Responsibilities

• Own full-funnel paid social strategy, working with internal teams and agencies to execute across the funnel
• Partner with internal teams to align paid social activity with brand moments, sponsorships, and activations
• Coordinate with the Principal, Social & Influencer Marketing to align paid and organic strategy across platforms
• Identify new ways to reach Gen Z and drive engagement with ads and influencer content
• Drive rigorous measurement rollout to enable cleaner attribution and scalable campaigns
• Champion acquisition/conversion KPIs alongside revenue/MMM-based KPIs
• Partner with channel owners and agencies on testing roadmaps including incrementality and brand lift tests
• Adopt new formats across platform partners and stay ahead of platform innovation
• Drive AI-assisted tools and workflows for planning, measurement, and reporting
• Coordinate with creative and organic teams to avoid gaps or fatigue
• Work with budget owners to manage pacing against priorities
• Provide strategic input in planning conversations with Brand, Integrated Marketing, Social Strategy, Analytics
• Mentor paid social, organic social, creative, and influencer teams on cross-platform best practices
• Present campaign performance and insights to senior stakeholders
• Analyze performance and optimize strategies to maximize ROI

Skills

Performance marketing

Paid social strategy

Platform fluency

Cross-functional leadership

CAPI experience

Probabilistic attribution

Data-driven storytelling

Excel/Google Sheets

SQL

BigQuery

Looker

Bachelor's Degree

Influencer partnerships (preferred)

Education

Bachelor's Degree

Tools

Excel

Google Sheets

SQL

BigQuery

Looker

Job description

Overview

The paid growth marketing team at Intuit Credit Karma supports company growth by owning the strategy and execution of our marketing campaigns across a wide range of verticals and acquisition efforts. As a Principal Marketing Manager, Paid Social, you will drive strategy and measurement maturity for Credit Karma's paid social program across Meta, TikTok, Snapchat, Reddit and Pinterest, with a specific focus on Upper Funnel initiatives and their impact on business metrics. You'll partner closely with our paid marketing channel owners, Integrated Marketing, Social Strategy, Data Science, and our agency partners to push the program forward — particularly around next-generation measurement and testing rigor. This role requires a critical thinker with a strong test-and-learn mindset who can navigate the differences across platforms and translate them into best-in-class channel strategy.

Overview

The paid growth marketing team at Intuit Credit Karma supports company growth by owning the strategy and execution of our marketing campaigns across a wide range of verticals and acquisition efforts. As a Principal Marketing Manager, Paid Social, you will drive strategy and measurement maturity for Credit Karma's paid social program across Meta, TikTok, Snapchat, Reddit and Pinterest, with a specific focus on Upper Funnel initiatives and their impact on business metrics. You'll partner closely with our paid marketing channel owners, Integrated Marketing, Social Strategy, Data Science, and our agency partners to push the program forward — particularly around next-generation measurement and testing rigor. This role requires a critical thinker with a strong test-and-learn mindset who can navigate the differences across platforms and translate them into best-in-class channel strategy.

Overview

The paid growth marketing team at Intuit Credit Karma supports company growth by owning the strategy and execution of our marketing campaigns across a wide range of verticals and acquisition efforts. As a Principal Marketing Manager, Paid Social, you will drive strategy and measurement maturity for Credit Karma's paid social program across Meta, TikTok, Snapchat, Reddit and Pinterest, with a specific focus on Upper Funnel initiatives and their impact on business metrics. You'll partner closely with our paid marketing channel owners, Integrated Marketing, Social Strategy, Data Science, and our agency partners to push the program forward — particularly around next-generation measurement and testing rigor. This role requires a critical thinker with a strong test-and-learn mindset who can navigate the differences across platforms and translate them into best-in-class channel strategy.

Responsibilities

• Own full-funnel paid social strategy, working closely with the internal paid social team and agency partners to execute across the funnel
• Partner with internal teams to align paid social activity with brand moments, sponsorships, and activations
• Partner closely with the Principal, Social & Influencer Marketing counterpart to align paid and organic strategy — coordinating creative, messaging, and audience approach across paid and owned social
• Identify new ways to reach Gen Z and drive engagement with ads and influencer content, moving perception and consideration of Credit Karma with this audience
• Drive the rollout of more rigorous measurement across paid social to unlock cleaner conversion tracking and enable more efficient install campaigns, with a focus on unblocking attribution and improving signal quality across platforms
• Champion the inclusion of acquisition/conversion KPIs alongside revenue/MMM-based KPIs as measures of program health, tailoring the right metric to each channel's measurement maturity
• Partner with channel owners (Meta, TikTok, Snapchat, Reddit, Pinterest) and agency partners on testing roadmap execution, including incrementality tests, brand lift studies, and audience validation tests
• Ensure Credit Karma is testing and adopting new and emerging formats across all platform partners, staying ahead of the latest platform innovation
• Adopt and drive AI-assisted tools and workflows across paid social planning, measurement, and reporting to increase team efficiency
• Coordinate across creative agency partners and the internal organic social team to ensure the team is running current, approved assets and avoiding creative gaps or fatigue
• Partner with budget owners to pitch, secure, and manage pacing for assigned initiatives, ensuring efficient allocation against business priorities
• Serve as a strategic, senior voice for paid social in planning conversations with Brand, Integrated Marketing, Social Strategy, and Analytics — driving recommendations and aligning peers without relying on formal authority
• Serve as an informal strategic thought partner and mentor to the paid social, organic social, creative, and influencer teams on cross-platform nuance and best practices, without formal management responsibility
• Present campaign performance, test results, and program-level insights to senior stakeholders, translating platform data into clear, actionable takeaways
• Analyze campaign performance, identify key insights, and optimize strategies to maximize ROI against business goals

Qualifications

• 8+ years of performance marketing or paid social experience, with demonstrated ownership of brand and/or upper-funnel paid social strategy
• Deep platform fluency across Meta, TikTok, Snapchat, Reddit, and Pinterest, with tactical excellence in 2+ major platforms
• Track record scaling and optimizing large paid social campaigns across multiple platforms, inclusive of full-funnel (brand and acquisition) tactics
• Hands-on experience with CAPI (Conversions API) and probabilistic attribution and fluency in ecosystem privacy policies (SKAN, ATT)
• Comfortable moving fluidly between the details of execution and higher-level strategy; can drive recommendations and align peers without formal authority
• Strong storytelling and communication skills, with a track record of presenting strategy and results to senior stakeholders
• Track record of adopting new measurement solutions (including MMM) and creating succinct, data-driven reporting for senior stakeholders
• Proficiency with AI tools and advanced Excel/Google Sheets
• Bachelor's Degree
• Preferred: Proficiency with SQL/BigQuery/ Looker
• Preferred: Experience working with influencers

Intuit provides a competitive compensation package with a strong pay for performance rewards approach. This position may be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at Intuit®: Careers | Benefits). Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing fair pay for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.