Global Media Lead, Direct Response Marketing

Meta is seeking a Global Media Lead to drive direct response marketing strategy and execution across Meta's advertising platforms in support of our Reality Labs products and services. In this role, you will own the development and optimization of paid media programs designed to generate measurable business outcomes — including customer acquisition, lead generation, and conversion — at global scale. You will partner closely with cross-functional teams spanning creative, data science, product marketing, and regional marketing to translate performance goals into high-impact media investments across channels such as Paid Social, Search, Retail, and Programmatic Display. This role sits at the intersection of media strategy, performance analytics, and audience targeting, requiring deep fluency in direct response methodologies and a data-driven approach to campaign planning and optimization.
Global Media Lead, Direct Response Marketing Responsibilities
Develop and lead global direct response media strategies across paid social, search, retail, programmatic display, and emerging channels to drive customer acquisition and conversion goals
Define audience targeting frameworks, bidding strategies, and budget allocation models that maximize return on ad spend across global markets
Analyze campaign performance data to identify optimization opportunities, surface actionable insights, and inform media investment decisions
Partner with creative, product marketing, and data science teams to design and execute A/B tests that improve direct response campaign effectiveness
Translate business objectives into short, mid, and long-term media plans with clear KPIs and measurement frameworks
Collaborate with regional marketing teams to adapt global media strategies to local market dynamics while maintaining performance standards
Communicate media performance results and strategic recommendations to marketing leaders and cross-functional stakeholders through structured reporting and presentations
Identify gaps in current media planning and buying processes and design solutions that improve efficiency and scalability
Leverage AI-integrated workflows and analytics tools to accelerate campaign analysis, audience modeling, and performance forecasting
Contribute to team-level goal setting by synthesizing performance trends and translating them into strategic priorities for the direct response media function

Minimum Qualifications:

6+ years of experience in paid media strategy, planning, or buying with a focus on direct response marketing objectives such as customer acquisition, lead generation, or conversion
6+ years of experience managing large-scale media campaigns across paid social or digital advertising platforms, including audience targeting, bidding strategy, and budget optimization
Experience using performance data and analytics to drive media investment decisions and communicate results to stakeholders
Experience developing and executing A/B testing frameworks to evaluate creative, audience, and channel performance in direct response campaigns
Experience working cross-functionally with creative, data science, and regional marketing teams to deliver integrated media programs
Bachelor's degree in Marketing, Business, Communications, or a relevant field

Preferred Qualifications:

Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
Track record of influencing media strategy decisions through structured data analysis and written recommendations presented to marketing leadership
Familiarity with Meta's advertising products, campaign objectives, and measurement solutions including pixel-based attribution and conversion APIs
Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
Experience applying AI or automation tools to media planning, audience modeling, or campaign optimization workflows
Experience managing direct response media programs at global scale, including adapting strategies across multiple regional markets
Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)

About Meta

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram and Whats App further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology. People who choose to build their careers by building with us at Meta help shape a future that will take us beyond what digital connection makes possible today—beyond the constraints of screens, the limits of distance, and even the rules of physics.
For those who live in or expect to work from California if hired for this position, please click here for additional information.
United States of America: $124,000/year to $178,000/year + bonus + equity + benefits
Individual compensation is determined by skills, qualifications, experience, and location. Compensation details listed in this posting reflect the base hourly rate, monthly rate, or annual salary only, and do not include bonus, equity or sales incentives, if applicable. In addition to base compensation, Meta offers benefits. Learn more about benefits at Meta.

Equal Employment Opportunity:

Meta is proud to be an Equal Employment Opportunity employer. We do not discriminate based upon race, religion, color, national origin, sex (including pregnancy, childbirth, reproductive health decisions, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, genetic information, political views or activity, or other applicable legally protected characteristics. You may view our Equal Employment Opportunity notice here.
Meta is committed to providing reasonable accommodations for qualified individuals with disabilities and disabled veterans in our job application procedures. If you need assistance or an accommodation due to a disability, fill out the Accommodations request form.
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