Principal Marketing Manager, Paid Social

Intuit

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. 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.