Director of Paid Social

About the Role:

This is an exciting opportunity for a new Director of Paid Social to drive and optimize Milan Laser Hair Removal's paid social media strategy across the country. With 400+ locations nationwide, Milan is the category leader in laser hair removal, and this role will ensure our paid social programs deliver maximum efficiency, creative impact, and growth.

The Director of Paid Social will own the Meta, Tik Tok, Reddit, Pinterest, and other emerging channels strategy across campaign management, creative testing, audience development, and cross-channel performance integration. A key focus will be continuing to drive new levels of lead volume while maximizing ROI efficiently as Milan expands.

This role will be central to Milan's next chapter of growth, driving paid social innovation and performance optimization across every market. It reports to the VP Growth.

Location: This is a 100% on-site role at our Omaha, NE office. Remote or hybrid arrangements are not available. Relocation assistance is available for qualified candidates.

Essential Functions:

Social Strategy & Performance

• Define and evolve Milan's paid social strategy across Meta, TikTok, Snapchat, Pinterest, and emerging platforms, ensuring efficient client acquisition at scale while reinforcing that Milan is the clear laser hair removal brand of choice for consumers.
• Lead the development of audience segmentation, targeting strategies, and creative approaches tailored to different platforms, audiences, and stages of the customer journey while maintaining efficiency and performance targets.
• Activate customer research and performance insights to inform targeting, messaging, and creative development, ensuring social campaigns connect authentically with prospects across awareness, consideration, and conversion stages.
• Oversee multi-location social strategy, ensuring campaigns are optimized for local market dynamics while maintaining brand consistency and efficiency standards.
• Partner with cross-functional teams, especially Brand and Creative, to ensure paid social creative is aligned with brand positioning while maximizing engagement and conversion performance.

Campaign Management & Optimization

• Translate the paid social strategy into high-performing campaigns across all paid social platforms, managing budget allocation, bid strategies, and campaign structure for maximum efficiency.
• Oversee daily campaign management, monitoring performance metrics (CPA, ROAS, CPM, CTR, engagement rates, conversion rates, etc) and making real-time optimizations to hit acquisition and efficiency targets.
• Ensure that Milan has best in class tracking/events, pixel/CAPI implementation, and audience management.
• Own incrementality testing, to ensure accurate measurement of social performance across the customer journey and multiple touchpoints.
• Partner with platform reps to stay on top of social platform updates, algorithm changes, and new ad formats, ensuring Milan adopts best practices and maintains competitive advantage in the rapidly evolving social landscape.
• Leverage automation, AI targeting, and machine learning tools to scale campaigns efficiently while maintaining creative quality and performance standards.

Creative Strategy & Testing

• Own Milan's paid social creative testing roadmap, continuously evaluating ad formats, messaging, visuals, video content, and storytelling approaches across platforms.
• Build a structured creative testing program to evaluate hooks, pain points, benefits, social proof, user-generated content, and influencer partnerships, using performance data to identify what drives engagement and conversions.
• Partner closely with Brand and Creative to translate brand campaigns into platform-native social creative that feels authentic while driving performance.
• Develop platform-specific creative best practices (e.g., TikTok-first video, Instagram Reels, Facebook carousel storytelling) that balance brand consistency with platform optimization.
• Use competitive intelligence and social trends to identify opportunities for creative innovation, format experimentation, and cultural relevance.
• Develop feedback loops to translate performance insights into creative briefs, testing priorities, and strategic recommendations for the broader marketing team.

Budget Management & Forecasting

• Manage multi-million dollar paid social budgets, ensuring efficient allocation across platforms, campaigns, and markets to maximize return on investment.
• Work cross-functionally to build forecasting models to predict performance, plan budget needs, and guide strategic decisions around market expansion and campaign scaling.
• Partner with the Finance team to align search spending with business objectives, revenue targets, and growth plans.
• Monitor competitive landscape and industry benchmarks to ensure Milan's social investment delivers market-leading efficiency and growth.

Cross-Channel Integration

• Partner with Brand, Creative, and other performance marketing channel owners to ensure paid social campaigns are integrated into the broader media mix and reinforce unified messaging.
• Work closely with Organic Social and Influencer teams to create synergy between paid and earned social efforts, amplifying high-performing organic content and influencer partnerships through paid distribution.
• Collaborate with Marketing Analytics build attribution models that accurately measure social's incremental contribution to the customer journey and overall business performance.
• Ensure paid social insights inform broader marketing strategy, contributing data and learnings that shape messaging, creative development, and channel investment decisions.

Cross-Team Collaboration

• Collaborate with Dir of Paid Search and Dir of Marketing Analytics to build a culture of curiosity, testing, operational excellence, and accountability where data-driven decisions and creative problem-solving thrive together.
• Operate as an enterprise leader, partnering across functions to align strategies, influence outcomes, and drive Milan's success, leading not just through results, but through how you show up, building trust, creating connection, and inspiring people to bring their best selves to work.

Qualifications:

• High school education or equivalent (e.g., GED) required
• Bachelor's degree OR equivalent combination of education/experience combined (one year of experience equals one year of education) required
• Minimum of six years of experience in paid social or performance marketing–leadership experience is required
• Proven success managing large-scale, multi-platform paid social programs with demonstrated results in efficiency improvement and growth required
• Deep expertise in Meta Ads Manager (Facebook/Instagram) with at least 5 years experience running the day to day ads within the platform
• Experience managing at least one other social channel (TikTok Ads,Pinterest, Reddit, etc), including campaign structure, targeting strategies, creative optimization, and performance management required
• Strong track record managing significant paid social media budgets ($30M+ annually preferred), with experience in budget forecasting, allocation, and ROI optimization required
• Fluency in social media analytics, attribution modeling, pixel implementation, and using data to inform strategy, creative testing, and optimization decisions required
• Deep understanding of platform-native creative best practices, with ability to balance brand storytelling with performance optimization required
• Comfort using AI, automation, and machine learning tools to scale campaign efficiency while maintaining creative quality and performance standards required
• Demonstrated ability to partner cross-functionally with brand, creative, analytics, and operations teams to drive integrated marketing success required
• Experience with local social advertising, multi-location campaign management, and geo-targeted strategies preferred
• Background in beauty, aesthetics, wellness, lifestyle, or multi-location consumer services strongly preferred

Benefits Include:

• Medical, dental, vision, disability and life insurance with in 30 days
• Unlimited PTO - work with your manager and take time as needed
• 7 paid holidays that we are closed
• $50 cellphone stipend paid out monthly
• 401k retirement plan with vested 4% employer match after 90 days
• Career advancement opportunities + Culture/environment
• Employees and their spouse or legal partner receive free laser hair removal services

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Other duties may be assigned.

We are deeply committed to attracting talented team members in the US from all backgrounds regardless of race, age, gender, ethnicity, religion, sexual orientation, disability status, or nationality. However, at this time, we are not sponsoring any Visas.

Equal Opportunity Employer