Director, Paid Social

About the Role

The Director of Paid Social is responsible for ensuring that Paid Social investment is consistently executed in the most effective and efficient way across all four of Gap Inc.’s brands. Sitting within the broader Marketing Shared Services organization, this role is part of a new approach for Gap Inc. and will leverage a deep understanding of innovative Paid Social strategies and best-practices. Reporting to the Sr. Director of Channel Activation, you will be responsible for bringing deep channel expertise to the organization, and working alongside other dedicated channel experts to ensure media investment across all four of Gap Inc.’s brands is being executed efficiently. You will work closely with Gap Inc.’s media agency to consistently evaluate Paid Social activity at an enterprise level to identify opportunities for greater economies of scale and supercharge Gap Inc.’s Paid Social investment.

What You'll Do

·         Guide day-to-day Paid Social activation and execution, managing both Gap Inc. and Media Agency resources dedicated to Paid Social

·         Establish enterprise-wide best practices for Paid Social through a standardized approach to planning, technology, and tools

·         Oversee Paid Social activity carried out by Media Agency, including pricing strategies, guarantees, preferred positioning, and all facets that deliver effectiveness across Gap Inc.’s media investment

·         Ensure that Paid Social investment delivers on target KPIs identified in marketing briefs by monitoring activity and proactively recommending shifts as necessary to achieve marketing goals

·         Partner with organic social teams within the brands to streamline organic and paid social strategies to increase efficiencies and amplify impact 

·         Boost effective organic social content identified by the brands, recommending optimizations and strategies to harness the full impact of paid investment

·         Identify opportunities for optimization of Paid Social activity by taking a holistic view of activity across Gap Inc.’s brands, including identifying duplicative efforts and opportunities for efficiencies across the portfolio

·         Regularly provide input to channel planners, leveraging insights from Paid Social investment to inform overall media strategy and allocation for both annual planning and campaign-specific strategy

·         Work with Creative and Brand teams to ensure creative is optimized for all social platforms

·         Develop media innovations to enhance performance and contribution of Paid Social, including but not limited to industry innovations, marketing tech stack requirements, and new vendors

·         Establish and drive continuous improvements to ROI by understanding the current and future Paid Social landscape and identifying opportunities to improve effectiveness

·         Act as internal expert on Paid Social, consistently sharing insights and best practices with the media organization and brand teams to optimize Gap brands’ media effectiveness

·         Consult with Measurement and Interpretation team to help establish and refine best practices for measurement of Paid Social 

·         Collaborate with other channel activation leads on converging strategies

Who You Are

·         8+ years marketing experience with 5+ years experience in paid social investment

·         3+ years of experience managing teams, with a proven track record of collaborative leadership, team building, and managing individual contributors

·         Extensive experience planning and executing paid social media campaigns

·         Deep knowledge of paid social channels, technologies, best practices, and trends 

·         Experience in a highly complex, matrixed organization with a proven track record of working cross-functionally to drive change

·         Ex