Title:  Senior Manager, Media Performance, Growth Marketing - Paid Social Practice Lead

Purpose

The Senior Manager, Media Performance – Social Centre of Excellence is a strategic and performance‑focused leader responsible for driving enterprise growth through Paid Social. As the lead for the Social CoE practice, this role oversees the development, execution, and optimization of Paid Social strategies across Meta, TikTok, LinkedIn, Pinterest, and emerging platforms.

This role is also accountable for Audience Intelligence within the Social CoE, ensuring advanced audience strategy, targeting frameworks, and first‑party data activation are embedded into all social performance efforts. The incumbent will lead multidisciplinary teams, manage significant budgets, and collaborate across business lines to deliver measurable outcomes including customer acquisition, demand generation, revenue growth, and improved ROI.

This role is ideal for a data‑driven leader who thrives in a fast‑paced environment and is passionate about social innovation, audience‑led marketing, and performance excellence.

Is this role right for you? In this role, you will: 

• Lead the Paid Social & Audience Intelligence Practice:
Own the strategic direction and day‑to‑day operations of the Paid Social channel and Audience Intelligence capability, ensuring alignment with enterprise growth goals and customer needs.

• Performance Strategy & Execution:
Develop and implement high‑performing Paid Social strategies that drive business outcomes across Canadian Banking, Global Wealth Management, and Global Banking & Markets.

• Audience Strategy & Intelligence Leadership:
Oversee the development of enterprise‑wide social audience strategies, including segmentation frameworks, persona development, first‑party data activation, and advanced targeting approaches in partnership with Data, Analytics, and Platform teams.

• Team Leadership:
Manage and mentor a team of Managers, Media Performance (Social), and an Audience Intelligence Manager, fostering a high‑performance culture focused on continuous learning, innovation, and results.

• Campaign Optimization:
Oversee audience strategy, bidding approaches, creative testing, and platform‑specific activation to maximize campaign efficiency and effectiveness across the funnel.

• Audience & Creative Excellence:
Partner closely with Audience Intelligence, Analytics, and Creative teams to translate insights into actionable targeting strategies and performance‑driven creative recommendations.

• Cross‑Functional Collaboration:
Work closely with journey management, analytics, content, marketing planning, and media strategy teams to ensure integrated execution and alignment with broader digital strategies.

• Budget & Forecasting:
Manage multimillion‑dollar Paid Social budgets, ensuring optimal allocation, pacing, and forecasting to meet performance targets and learning agendas.

• Measurement & Reporting:
Define and track KPIs across both performance and audience initiatives, analyze campaign data, and deliver actionable, executive‑ready insights to inform ongoing optimization and strategic planning.

• Innovation & Best Practices:
Stay ahead of industry trends, platform updates, automation, privacy changes, and emerging social ad products to continuously evolve Paid Social and Audience Intelligence approaches.

• Compliance & Risk Management:
Ensure all Paid Social and audience activation activities adhere to internal controls, regulatory requirements, brand safety standards, and the Bank’s risk management framework.

• Champion Culture & Values:
Foster an inclusive, customer‑focused, and high‑performance team environment aligned with Scotiabank’s values of accountability, passion, integrity, and respect.

• People Strategy & Development:
Build a high‑performance environment and implement a people strategy that attracts, retains, develops, and motivates talent by fostering an inclusive work environment. Uses a coaching mindset and behaviors; communicates vision, values, and business strategy; and manages succession and development planning for the team.

Do you have the skills that will enable you to succeed in this role? We'd love to work with you if you have: 

6–8+ years of experience in performance marketing, with deep expertise in Paid Social and audience‑led marketing.
• Proven success in managing large‑scale Paid Social programs and delivering strong ROI.
• Strong experience developing and activating audience strategies using first‑party data, platform tools, and analytics insights.
• Advanced platform expertise across Meta, TikTok, LinkedIn, Reddit, Pinterest, and emerging social platforms.
• Strong analytical skills with experience in data‑driven decision‑making, testing frameworks, and performance reporting.
• Demonstrated leadership experience with a track record of building and developing high‑performing teams.
• Excellent communication and stakeholder management skills.
• Experience working in complex, matrixed organizations and integrated marketing environments.
• Familiarity with financial services or other regulated industries is an asset.

Reporting Relationships

Direct Reports: 3-4 Managers, Performance, Growth Marketing

Dimensions

• Lead the enterprise Paid Social Centre of Excellence
  • Own Social Audience Intelligence strategy and activation
  • Support Canadian Banking and other enterprise business lines
  • Oversee annual Paid Social budget of MM+
  • People leadership across performance and audience disciplines
  • Occasional travel and non‑standard hours may be required based on campaign needs

Education & Other Requirements

• Bachelor’s degree in Marketing, Business, or related field; advanced degree or certifications (e.g., Google Ads, Search Ads 360) are assets.
• Strong understanding of digital performance metrics, attribution models, and customer acquisition strategies.
• Passion for innovation and staying ahead of Paid Search trends and platform developments.