The Paid Media Specialist is responsible for leading the strategy, execution, and optimization of paid social media campaigns on platforms such as Facebook, Instagram, LinkedIn, Tik Tok, X, Snapchat, Reddit and Pinterest. With a thorough understanding of social platform capabilities and best practices, this role supports client success through innovative thinking, expert execution, and data-driven decision-making. By working collaboratively with the planning, account and creative teams and maintaining strong client relationships, the Specialist ensures campaigns deliver impactful results that align with client goals.

1. Social Campaign Planning:

• Develop and present comprehensive social campaign strategies, ensuring clear alignment with client objectives and securing client approval on plans and tactics including direct site tagging strategy.

• Partner with the Planning Team and vendor partners to source proposals and integrate social strategies into holistic media plans.

2. Campaign Execution and Optimization:

• Oversee the creation and execution of paid social media campaigns across platforms ensuring ad spec consistency, budget allocation, and overall campaign health

• Ensure campaigns are aligned with client goals, delivering innovative strategies that exceed KPIs

• Oversee campaign budgets, manage platform invoices, and track expenses to ensure financial accountability and efficient resource allocation

3. Performance Analysis and Reporting:

• Deliver insightful campaign analyses, preparing meaningful reports and actionable recommendations

• Communicate campaign results and strategies ensuring teams are confident in the value provided

4. Industry Awareness and Education:

• Stay ahead of trends in social media, digital marketing, and consumer behavior to provide innovative recommendations for campaigns to clients and internal teams.

• Educate clients and internal teams on best practices, campaign objectives, and the evolving social media landscape.

• Provide the agency with thought leadership by sharing emerging trends, best practices, and opportunities for growth in paid social media.

• Hands-on experience with Meta Business Manager, LinkedIn Campaign Manager, TikTok Ads Manager, Google Tag Manger, and reporting tools like Looker Studio.

• Understanding of pixels, UTM parameters, event tracking, and attribution models.

• Strong understanding of compelling ad copy, visuals, and video content that resonate with target audiences, aligns with brand standards, and performs well across the individual social media platforms.

• Experience running and analyzing A/B tests for creatives, targeting, and bidding strategies.

• Ability to work with creative teams, copywriters, and performance marketers.

• Keeping up to date with social media algorithm changes, new ad formats, and emerging trends.

• Experience working in media agencies, e-commerce, SaaS, or direct-to-consumer brands is a plus.

• Meta Blueprint Certification, LinkedIn Ads Certification, Google Analytics Certification (optional but preferred).

Reporting Structure: The Paid Media Specialist, Social will report to the Manager of Digital Media.