Marketing Manager - Paid Social

Do your Best Work in Mooresville

This position is based at our headquarters in Mooresville, North Carolina. Our corporate office is a space where you can collaborate and do your best work. Take a walk, grab a bite (or a cup of coffee), work out or get a check-up – we invest in you so you can find your inspiration.

What You Will Do

The principal purpose of the Paid Social Marketing Manager is to lead a team of paid social experts in the planning, implementation, and optimization of paid social campaigns across Meta (Facebook and Instagram), Pinterest, TikTok, Reddit, Snapchat, and X. The Paid Social Manager works alongside direct reports, agency partners, and offshore execution teams to deliver all paid social efforts, including campaign ideation, setup, trafficking, optimization, testing, and analysis. The Paid Social Marketing Manager will be responsible for a specific business area or set of platforms within the channel, and will formulate campaign strategy using audience and targeting data, creative performance, platform partner capabilities, and competitive activity to craft effective social advertising programs. To accomplish this, the person in this role must have deep knowledge of the fast-changing social platform ecosystem, including platform algorithms, ad formats, and measurement. The individual must also be able to lead a team, analyze complex data sets to identify audience and creative opportunities, and forecast results and budget expectations. The Paid Social Marketing Manager works closely with Lowe’s Media Planning, Merchandising Marketing, Marketing Operations, Creative, Social, Data & Analytics, eCommerce, and IT teams to align plans and maximize advertising efforts against total business objectives and priorities within their area of focus.

Key Responsibilities

• Leads a team in the strategy and efficient day-to-day management of assigned paid social campaigns; monitors budget pacing, taxonomy, audience and creative performance, and testing strategy to ensure efficient and effective delivery
• Uses platform tools (Meta Ads Manager, Pinterest, TikTok and Reddit ad platforms), first-, second- and third-party audience data, and signal tools (pixel, Conversions API, catalog feeds) to deliver efficient and profitable paid social campaigns
• Oversees buying strategy, campaign setup and trafficking, optimization, and rigorous testing, including A/B, lift and incrementality studies, aligned to business priorities to achieve KPI targets for assigned platforms or business area
• Stays current on social platform updates, new ad products, AI-driven buying tools, and the competitive landscape; uses that knowledge to influence current and future plans and drive paid social innovation, thought leadership, and best-practice sharing throughout the organization
• Hires and manages a team of paid social marketers and helps them meet their performance objectives by providing the appropriate coaching, tools, feedback, and training
• Proactively explores and tests new campaign types, ad formats and tactics, such as catalog and dynamic product ads, shoppable formats, social-first video, and creator and partnership ads. Leads the team in continually optimizing audiences, campaign structure, creative, and landing pages to improve campaign KPIs
• Oversees a portion of a multi-million-dollar paid social budget, including forecasting, pacing, and monthly actualizations; stewards campaigns to maximize performance on the right platform (Meta, Pinterest, TikTok, Reddit, Snapchat, X)
• Manages day-to-day relationships with platform partners and agency teams, including high-impact placements, beta tests, and business reviews
• Partners with Creative and Social teams to brief social-first creative, manage creative refresh, and amplify organic and creator content
• Works with other digital marketing teams (SEO, Organic Social, Digital Media, Lowe’s Creator Network) to maximize online and in-store traffic and revenue

Minimum Qualifications

• Bachelor’s degree in Business, Marketing, Communications or related field, or equivalent years of experience in lieu of education requirement, if applicable
• 5 years Marketing, Media or related field, including 3 years of hands-on paid social experience

Preferred Skills/Education

• Master’s degree in Business, Marketing, Communications or related field
• 2 years retail experience
• 2 years agency experience
• Hands-on experience in Meta Ads Manager plus at least one of Pinterest, TikTok, Reddit, Snapchat or X
• Experience with catalog/dynamic product ads, Conversions API, and comparing platform attribution against analytics tools such as Adobe

About Lowe’s

Lowe’s Companies, Inc. (NYSE: LOW) is a FORTUNE® 100 home improvement company with total fiscal year 2025 sales of more than $86 billion. Lowe’s employs approximately 300,000 associates and operates over 1,750 home improvement stores, 540 branches and 120 distribution centers. Lowe’s is a core value S&P 500 equity stock and a dividend aristocrat. Based in Mooresville, N.C., Lowe’s supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.

Lowe’s is an equal opportunity employer and administers all personnel practices without regard to race, color, religious creed, sex, gender, age, ancestry, national origin, mental or physical disability or medical condition, sexual orientation, gender identity or expression, marital status, military or veteran status, genetic information, or any other category protected under federal, state, or local law.