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Overview

Fanatics Betting & Gaming is seeking a strategic Director, Social to lead paid social media strategy, execution, and performance across our Online Sportsbook (OSB) and Casino (OC) businesses. This role will be responsible for developing the paid social roadmap, managing investment across OSB and OC, scaling creative and audience testing, and driving measurable brand and business impact.

The ideal candidate combines executive-level strategic thinking with hands-on paid social fluency, thrives in an intense and fast-paced environment, is highly analytical, and understands how creative, data, platform mechanics, and customer behavior work together to drive growth. This individual will manage senior planners and buyers, agency partners, platform relationships, and cross-functional planning with Creative, Brand, Analytics, Product, Compliance, Finance, and the broader Marketing organization.

Responsibilities

• Own the overall paid social strategy, execution standards, and performance roadmap across Fanatics Sportsbook and Casino.
• Set channel-level goals, forecasts, budgets, KPI frameworks, and performance targets in partnership with Marketing leadership, Finance, Analytics, and business stakeholders.
• Lead investment allocation across OSB and OC, balancing acquisition scale, efficient payback, brand impact, creative learning, and long-term customer value.
• Oversee campaign architecture, media planning, audience strategy, bidding, creative testing, platform diversification, and measurement across Meta, TikTok, Snap, X, Reddit, and emerging paid social channels.
• Manage, coach, and develop Senior Social Media Planners/Buyers, ensuring clear ownership, high-quality execution, and consistent operating rhythms across the team.
• Lead agency and platform partner relationships, including strategic roadmaps, quarterly business reviews, troubleshooting, and performance improvement plans.
• Partner with Creative and Brand teams to build a scalable creative testing engine across sports, casino, product, promotion, influencer, partnership, and evergreen content themes.
• Partner with Analytics and Marketing Technology teams to strengthen attribution, incrementality testing, conversion tracking, MMP integrations, reporting automation, and customer journey insights.
• Build executive-ready performance narratives that connect paid social results to acquisition, deposit behavior, revenue, market share, annuity, brand health, and payback outcomes.
• Drive structured testing roadmaps across creative, audiences, bidding, landing pages, app events, platform betas, and emerging social formats.
• Build full funnel strategy, balancing demand creation with demand capture
• Serve as social platform expert and evangelist, identifying new platforms, tactics, and other opportunities so FBG can maintain competitive advantage
• Build integrated strategy with organic team to ensure proper balance between owned, earned, and paid social media
• Establish quality assurance processes for creative assets, ad copy, offer messaging, destination URLs, state eligibility, responsible gaming language, tracking parameters, and budget controls.

Qualifications

• 10+ years of experience in paid social, performance marketing, growth marketing, or digital media, with significant hands-on and leadership experience in social media buying.
• 3+ years of people management experience, including experience developing managers or senior individual contributors.
• Proven ability to manage large, multi-market paid social budgets tied to acquisition, revenue, payback, brand, and lifetime value goals.
• Deep expertise across Meta, TikTok, Snap, X, Reddit, MMPs (e.g. AppsFlyer), analytics platforms, and paid social measurement tools.
• Strong understanding of creative testing, audience strategy, CAC, CPA, ROAS, LTV, payback, incrementality, market share, and performance forecasting methodologies.
• Experience managing agencies, platform partners, creative stakeholders, cross-functional teams, and executive-level business reviews.
• Strong communication and presentation skills, with the ability to translate complex performance and creative data into clear business decisions.
• Detail oriented, deadline focused, observant, adaptable, and innovative.
• Extensive knowledge of the sports betting and gaming industry preferred.
• Must be open to occasional travel to Fanatics Betting & Gaming offices in New York City and Denver as well as other locations for conferences, events, meetings, and team-building activities.