Senior Manager / Director, Paid Media

Better is rebuilding home finance as an AI-native platform—turning a process that once took weeks into something that can happen in seconds.

With over $110B in loans funded and $1.2B+ raised, we operate at real scale while rethinking how homeownership works from the ground up.

The category hasn’t caught up yet. That’s the opportunity.

A Better Opportunity

The Senior Manager / Director, Paid Media will directly own and manage the strategy, execution, and optimization of Better’s paid media program across biddable media (eg: paid search, paid social, TV, audio, programmatic display, and emerging platforms). This individual sets paid media direction, owns the accounts, leads Better’s agency and platform partners, and owns the marketing data infrastructure and signal quality that paid performance depends on — working within the growth strategy and channel budgets set by the SVP, Growth Marketing

The role is paid media’s working partner to Product, Engineering, Creative, Analytics, Legal/Compliance, and Finance, and leads AI enablement for paid — the automated reporting, QA, analysis, optimization, and general workflows that let a lean team operate at Better’s scale. At an AI-native company, this role makes AI central to how paid media is planned, run, measured, and improved.

Responsibilities

• Paid Media Strategy & Direction: Own paid media strategy within the growth strategy set by the SVP, Growth Marketing. Translate the business priorities leadership sets — purchase, refinance, home equity — into the channel, campaign, audience, and bidding plan that delivers them, and own the plan for how paid media hits each one.

• Campaign Execution & Optimization: Partner with the agency to build, launch, and optimize campaigns across Google Search, YouTube, Meta, display, and emerging platforms. Audit campaign structures and agency optimization recommendations against business standing, pipeline health, and anticipated impact. Own launch and trafficking QA so every campaign ships clean before it spends.

• Agency, Vendor & Cross-Functional Leadership: Serve as the primary day-to-day contact for agency and platform partners: standing calls, briefs, reviews, QA, and performance tracking against agreed targets. Lead working-level collaboration with Creative, Product, Lifecycle, and Data teams to align messaging, funnel performance, and data needs across paid touchpoints. Surface expand, restructure, or exit recommendations to the Director.

• eCAC and ROAS Management & Spend Planning: Within the channel budgets set by the SVP, drive ongoing efficiency in effective customer acquisition cost (eCAC and ROAS) while balancing efficiency against volume and growth targets. Build the channel-level spend and performance plan that feeds the forecast and own the read on whether it is holding: pace daily and weekly, correct early, and escalate reallocation calls with a recommendation. Support the monthly reconciliation so reported paid spend ties out.

• Performance Analytics & Reporting: Own performance analytics for paid media. Lead the production and QA of internal performance reporting, summaries, and planning materials for the leadership, and own ad hoc requests from senior leadership, summarizing performance by channel with narrative context on the current biddable media landscape.

• Marketing Data Infrastructure & Signal Integrity: Own the paid marketing data infrastructure day to day — lead-source attribution, platform parameters, and conversion signals. Own URL naming and UTM standards within Better’s link-tracking system so every destination URL is tagged correctly at launch, and maintain ongoing oversight of data signal quality across ad platforms and internal reporting systems. Oversee and manage tagging for all conversion events, either directly or working with engineering based on complexity.

• Technology & Product Partnership: Own paid media’s working priorities with Product and Engineering: define what to build next, brief engineering partners, and drive initiatives to completion. Evaluate new technology and MarTech that could improve paid performance, and present technical information clearly to broader teams.

• AI Enablement for Paid Media: Lead AI adoption across paid operations — automated reporting and pacing, QA, analysis, competitor tracking, optimization, and general workflows — and contribute paid media’s patterns to the department’s AI operating model. Document what works as reusable systems.

• Creative Strategy for Paid & Testing: Own creative strategy for paid — the funnel architecture and the messaging platform by product (purchase, refinance, home equity), grounded in customer research and performance data. Set the standard creative is held to, approve what goes to market, and decide what the team’s testing agenda is trying to learn. Run the paid creative testing roadmap: hypotheses, test design, readouts, and scaling of winners. Manage the asset pipeline with Creative and agency partners delivering a consistent cadence of creative briefs to attain creative velocity and diversity.

• Innovation & Testing: Own innovation and testing for paid media: pilot new platforms, formats, and partners with clear success criteria and written readouts, and scale or stop on evidence.

• Biddable Media Expertise: Bring deep fluency in auction dynamics, signal quality, bidding strategies, and algorithmic optimization to translate business objectives into executable media plans and realistic performance expectations.

Qualifications

• 7+ years of experience in performance marketing, with deep expertise in paid media strategy, execution, and optimization and at least 5 years directly managing Google Search, YouTube, and Meta campaigns.

• Proficiency with Google Ads Manager, Meta Ads Manager, and relevant analytics and tracking tools (GA4, Google Tag Manager, platform conversion tracking, UTM governance).

• Recent hands-on experience managing large budgets (>$1MM/month) and scaling campaigns across the full marketing funnel.

• Experience managing agency relationships and/or direct reports, and owning accounts and stakeholder relationships end to end.

• Strong analytical skills with a proven track record of using data to drive media decisions.

• Excellent cross-functional collaboration and stakeholder management skills, including working directly with product and engineering teams.

• Hands-on experience applying AI tools to develop workflows and capabilities that improve efficiency and effectiveness across a marketing function.

• Knowledge of attribution modeling and incrementality testing a plus; experience with a CRM / marketing automation platform a plus; experience in a regulated category (financial services, lending) a plus.

• Experience in a fast-paced, high-growth environment preferred.

Company Benefits

Our total rewards package is built around a competitive base salary, with benefits designed to support you and your family:

• Comprehensive medical, dental, and vision coverage, plus HSA and FSA options with employer matching contributions

• Pre-tax Dependent Care FSA, plus commuter benefits with employer matching contributions

• 401(k) retirement savings plan

• Flexible PTO program and company-paid holidays

• Paid parental leave

• Remote and hybrid work arrangement options [role dependent]

• Discounted pet insurance and additional perks

• PerkSpot employee discount program

• SoFi financial wellbeing platform with 1:1 advice

• Employee assistance program supporting mental and emotional wellbeing

By the numbers:

We've funded over $110 billion in loans (more than any other fintech in the US!)

Raised over $1.2 billion in equity capital to modernize the $15 trillion mortgage industry

Better's proprietary AI platform, Tinman®, and voice-based AI mortgage assistant, Betsy™, make us an award-winning lender:

• Banking Tech Award USA (2026): Best LendTech Solution

• Fintech Breakthrough Award (2026): Digital Mortgage Company of the Year

• NerdWallet Best of Award (2026): Best for Home Equity Loans

• Fintech Breakthrough Award 2025: Best Lending Innovation

• Yahoo! Finance (2025): Best Mortgage Lender for First-Time Homebuyers – Best for quick approval

• Yahoo! Finance (2025): Best Online Mortgage Lender

• Money Magazine (2025): Best for fast closing

• Forbes (2023): Best Online Mortgage Lender

We're building the future of home finance — and we're looking for smart, driven, ambitious innovators who are ready to tackle the most impactful work of their careers.

Disclaimer

Better Home & Finance Holding Company is an equal opportunity employer committed to fostering an inclusive and diverse environment for our employees. We are committed to equal employment opportunities regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status, or any other reason protected by law.

We are committed to working with and providing reasonable accommodation to applicants with physical or mental disabilities. Better will not discriminate against any qualified individual who is capable of performing the essential functions of the job with or without reasonable accommodation.

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.