American Express Global Business Travel
Senior Manager, Paid Social Strategy
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Amex GBT
Amex GBT is a place where colleagues find inspiration in travel as a force for good and – through their work – can make an impact on our industry. We’re here to help our colleagues achieve success and offer an inclusive and collaborative culture where your voice is valued.
We're looking for a Senior Manager, Paid Social Strategy to own the creative and messaging engine powering our paid social program across the full funnel. This role sits at the intersection of brand storytelling, B2B demand generation and performance marketing – translating audience intelligence, competitive insight and pipeline data into high impact creative and messaging that drives quality lead generation and revenue.
You will strategically align paid media strategy with organic social, brand and product marketing – ensuring creative is built for channel, audience stage and measurable impact. You will also bring structure and rigor to creative testing, messaging frameworks and cross-functional briefing processes that will help optimize and scale the global paid media program.
What you'll do
Creative & Messaging
- Develop and own the paid social creative strategy across awareness, consideration, and conversion stages for B2B audiences.
- Build and maintain a full-funnel messaging framework: core value propositions, audience specific message variations and stage appropriate CTAs.
- Utilize data driven insights (ie: Gong, 6sense) to translate win/loss data, competitive intelligence into differentiated ad messaging and positioning.
- Partner with product marketing to align campaign messaging with product launches, strategic narratives and seasonal demand moments.
- Collaborate with organic social team to identify content for paid amplification and ensure message consistency across paid and owned channels
Creative Production & Briefing
- Author creative briefs that provide channel-specific guidance on format, copy, visual direction, audience/persona context and KPIs
- Collaborate with internal design/content teams and external agencies to develop and produce campaign assets
- Develop copy for paid social ads across LinkedIn, Meta, display formats – with a sharp editorial eye for B2B buyers and decision makers.
- Maintain creative asset library and versioning system to support rapid iteration and channel variation.
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Creative Testing & Performance
- Design and lead structured A/B and multivariate creative tests to generate statistically meaningful learnings.
- Produce consistent creative performance digest: top/bottom performers, winning messaging themes, emerging fatigue signals and testing roadmap.
What we need from you
- 5+ years of experience in paid social, content strategy, or integrated marketing, with at least 3 years focused on B2B creative and messaging.
- Demonstrated mastery of paid social creative that performs and successful audience targeting strategy
- Outstanding copywriting skills — able to write crisp, conversion-oriented B2B ad copy across formats (single image, carousel, video, message ads).
- Experience building structured creative testing programs with documented hypotheses and performance analysis.
- Strong cross-functional collaboration skills — comfortable working with brand, product marketing, design, and performance teams simultaneously.
- Proficiency with paid social platforms (LinkedIn Campaign Manager, Meta Ads Manager) and familiarity with creative analytics tools.
- Data fluency: ability to read performance dashboards (CPL, TQL, pipeline influenced) and translate data into creative decisions.
Preferred/Additional Qualifications:
- Background in or exposure to B2B SaaS, travel tech, or enterprise software marketing.
- Familiarity with ABM strategies and account-targeted creative approaches (e.g., LinkedIn Matched Audiences, Conversation Ads for key accounts).
- Experience using conversation intelligence tools (Gong, Chorus) to inform messaging strategy.
- Exposure to creative automation platforms (Smartly, Pencil) or dynamic creative optimization (DCO).
- Experience with marketing automation platforms (HubSpot, Marketo) or CRM integration
- Understanding of AI Overviews / LLM-driven search and their implications for upper-funnel paid messaging.
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Location
United Kingdom
The #TeamGBT Experience
- Work and life: Find your happy medium at Amex GBT.
- Flexible benefits are tailored to each country and start the day you do. These include health and welfare insurance plans, retirement programs, parental leave, adoption assistance, and wellbeing resources to support you and your immediate family.
- Travel perks: get a choice of deals each week from major travel providers on everything from flights to hotels to cruises and car rentals.
- Develop the skills you want when the time is right for you, with access to over 20,000 courses on our learning platform, leadership courses, and new job openings available to internal candidates first.
- We strive to champion Inclusion in every aspect of our business at Amex GBT. You can connect with colleagues through our global INclusion Groups, centered around common identities or initiatives, to discuss challenges, obstacles, achievements, and drive company awareness and action.
And much more!
Equal Employment Opportunity
All applicants will receive equal consideration for employment without regard to age, sex, gender (and characteristics related to sex and gender), pregnancy (and related medical conditions), race, color, citizenship, religion, disability, or any other class or characteristic protected by law.
Click Here for Additional Disclosures in Accordance with the LA County Fair Chance Ordinance.
Reasonable Accommodations
Furthermore, we are committed to providing reasonable accommodation to qualified individuals with disabilities. Please let your recruiter know if you need an accommodation at any point during the hiring process.
Privacy Statement
For details regarding how we protect your data, please consult the Amex GBT Recruitment Privacy Statement.
What if I don’t meet every requirement?
If you’re passionate about our mission and believe you’d be a phenomenal addition to our team, don’t worry about “checking every box;" please apply anyway. You may be exactly the person we’re looking for!
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