Senior Paid Social Specialist

About the team

The Zillow Social Marketing team drives brand and business impact through best-in-class, data-driven social marketing. We sit at the intersection of brand storytelling, performance marketing, innovation, and cultural relevance. We partner cross-functionally across Brand, Creative, Product Marketing, Paid Marketing, Data Science, Communications, and external brand partners to build social programs that influence perception, drive measurable outcomes, and elevate Zillow’s leadership in the category.

About the role

We are seeking a strategic Senior Paid Social Specialist to own and evolve our paid social ecosystem across multiple lines of business. This role goes beyond campaign execution — We're looking for a thought leader who drives innovation, strengthens measurement rigor, and partners cross-functionally to inform business decisions.

You will manage a paid social budget across Brand, Buyer, Renter, and Agent initiatives, ensuring investment decisions are rooted in insight, aligned to business strategy, and optimized for both short- and long-term impact.

This role requires a strong strategic thinker who can:

• Translate complex performance data into clear, compelling narratives

• Drive experimentation frameworks and innovation roadmaps

• Elevate cross-organizational social best practices

• Clearly articulate what is working, what is not, and what needs to change

• Present performance insights and recommendations to cross-functional stakeholders and leadership

What You’ll Do:

Strategic Paid Social Ownership

• Own and manage a multi-million dollar annual paid social budget across multiple lines of business.

• Develop full-funnel paid social strategies aligned to brand and business objectives.

• Lead cross-channel media planning across Meta, TikTok, YouTube, Reddit, LinkedIn and emerging platforms.

• Identify white space opportunities and lead innovation pilots to evolve Zillow’s paid social approach.

• Serve as a thought leader on paid social best practices, trends, and platform evolution.

Measurement & Insights Strategy

• Architect and evolve measurement frameworks, including:

  • Pixel placement strategy and governance

  • Conversion tracking and attribution modeling

  • Brand Lift Studies

  • Incrementality testing

  • A/B testing frameworks

  • Platform-native and third-party measurement solutions

• Drive rigorous experimentation roadmaps across campaigns.

• Synthesize data across sources (platform reporting, site analytics, brand studies, incrementality results) into actionable insights.

• Translate performance data into clear, business-relevant insights that inform investment decisions and optimization strategies.

Cross-Functional & Brand Partnership Leadership

• Partner closely with Brand, Creative, Influencer, Product Marketing, and Paid Marketing teams to ensure cohesive, best-in-class social campaigns.

• Drive alignment between owned, earned, influencer, and paid strategies.

• Collaborate with brand partners and external agencies to elevate Zillow’s social presence and measurement sophistication.

• Influence cross-org standards for social measurement, reporting, and execution.

Innovation & Continuous Improvement

• Proactively identify areas of underperformance and define corrective action plans.

• Lead post-campaign retrospectives focused on learning, not just reporting.

• Pilot emerging tools, platforms, and measurement methodologies.

• Champion operational improvements that increase efficiency and effectiveness across the paid social function.

This role has been categorized as a Remote position. “Remote” employees do not have a permanent corporate office workplace and, instead, work from a physical location of their choice, which must be identified to the Company. U.S. employees may live in any of the 50 United States, with limited exceptions.

In California, Connecticut, Maryland, Massachusetts, New Jersey, New York, Washington state, and Washington DC the