The Paid Social Manager is the internal channel owner for paid social channels. You will set the strategy and roadmap, direct and challenge the agency to execute with excellence, and close the loop between creative, audiences, budget allocation, and performance. This role owns the testing agenda and the measurement & performance narrative for paid social, partnering with Marketing Analytics to define what we track, how we learn, and how we communicate results across the org.
RESPONSIBILITIES
- Set objectives/OKRs, portfolio mix (prospecting vs. retargeting/loyalty), platform/format strategy (Meta, TikTok, LinkedIn), and geo/prioritization.
- Write briefs, define SLAs and QA standards, prioritize the backlog, enforce UTM/naming governance, run weekly WIPs/QBRs, and hold partners accountable for learning velocity and results.
- Build bottoms-up forecasts and scenarios; manage pacing/reallocation to deliver CPA/ROAS/payback targets in partnership with Growth, Finance, and Marketing Analytics.
- Own a structured test plan (creative concepts/variants, audience strategy incl. 1P data/clean audiences, bidding/tCPA/tROAS, placements/inventory, frequency & sequencing) with clear hypotheses, guardrails, and roll-out criteria.
- Define conversion taxonomy, consent-aware tracking, pixel/tag standards and server-side conversions where relevant. Partner with Marketing Analytics to build dashboards/scorecards and deliver crisp weekly/monthly readouts; surfacing insights, wins, learnings, and clear recommendations.
- Translate auction and audience insights into creative briefs; track fatigue and creative win-rates; partner with Brand/Creative on rapid iteration and CRO-aligned landing experiences.
- Build/exclude/lookalike strategies using 1P data; maintain list hygiene and identity best practices; partner with Data/Analytics on alerting and acceptance tests to ensure accuracy.
- Manage platform reps (Meta/TikTok/LinkedIn) and agency partners; pilot betas responsibly and codify learnings for scale.
- Work closely with Growth, Brand/Creative, CRM, Digital Experiences/Web/App, and Marketing Analytics to align plans and convert insights into action.
- Uphold privacy-safe targeting and measurement (GDPR/CCPA) and ensure brand suitability across buys.