Senior Manager, B2B Paid Marketing

Zillow is reimagining how people move and builds products for real estate professionals through its Agent business. The Senior Manager, B2B Paid Marketing will own paid media strategy and investment for Zillow’s Agent software and advertising portfolio, manage a large annual budget, and connect media investment to sales pipeline and revenue. The role leads media strategists and an agency while establishing measurement, operating standards, and AI-enabled workflows.

Responsibilities:

• Own the annual media plan for the agent portfolio (6+ products/campaigns), including objectives, key performance indicators, product mix, channel mix, and flighting against real estate industry seasonality
• Evaluate marginal return across products and channels, identify diminishing returns, and reallocate based on evidence
• Own the budget from annual planning through in-year pacing, forecasting, and cost accountability with Finance, and build business cases for future investment
• Steward the measurement foundation for Agent Media, covering attribution methodology, lifetime value and acquisition cost, marketing mix modeling (MMM) direction, and tracking integrity across channels
• Work with Agent Marketing and Data Science to translate media results into Sales pipeline and revenue impact
• Set the strategy and testing agenda that internal channel teams and our external media agency execute against, including media briefs, prioritization, and performance benchmarks
• Coach your team of two media planners and channel execution partners to a clear standard, setting outcomes, developing strategic judgment, and holding delivery accountable
• Plan capacity across the portfolio so your team's time lands on the highest-value initiatives, and build the operating standards they plan, measure, and report against
• Represent Agent Media in CMO-facing cross-portfolio investment decisions and quarterly business reviews
• Lead and influence the broader Paid Marketing (zMedia) team in cross-functional projects like AI enablement, ways of working, etc

Requirements:

• Minimum of 8 years of B2B marketing experience, with at least 6 years of Paid Marketing experience
• At least 3 years of people management experience
• excellent leadership skills with the confidence to lead, manage and engage team members (both direct and indirect reports, including a media agency)
• 3-5 years experience in working with CRM tools like SalesForce or HubSpot
• Experience in tools like Claude Cowork and OpenAI Work to create workflows and agentic tools
• Experience using AI to accurately query/debug data from data lakes like DataBricks; creating dashboards and automated reporting
• Familiarity with account-based (ABM) or intent-based media and multi-stakeholder buying cycles
• Analytically self-sufficient. You can answer a spend-to-revenue question yourself, including querying a warehouse like Databricks, and you use AI to build durable reporting and analysis workflows rather than just to work faster
• Clear communication in a fast-moving environment, and a willingness to stop a program as readily as scale one
• Strong command of measurement practice, with clear points of view on multi-touch attribution, incrementality testing, and marketing mix modeling
• Bachelor's degree in marketing, business, economics, analytics, or a related field
• Master's degree is a plus
• Experience in real estate, proptech, marketplaces, or adjacent industries
• Experience in marketing B2B software or subscription products using paid media
• Agency experience