Paid Media Manager

About the role

We're looking for a hands-on paid social expert to audit, rebuild, and optimize our subscription acquisition campaigns on Meta (Facebook/Instagram), with TikTok experience a plus. Our paid social program has become less efficient and requires a review of campaign structure to diagnose the best way to optimize it. This role will diagnose what's broken, rebuild the campaign architecture and testing framework, and leave our team trained to run it well after the engagement ends.

Responsibilities

• Audit current Meta (and any other paid social) account structure, campaign setup, targeting, creative, and measurement to identify inefficiencies and misconfigurations driving up cost per subscriber.
• Redesign campaign architecture (campaign/ad set/ad structure, budget allocation, bidding strategy, audience segmentation) aligned to subscription acquisition goals and platform best practices, addressing the need for a full-funnel approach that better leverages our first-party data.
• Build a structured A/B and iterative testing framework (creative, audience, placement, offer) with clear hypotheses, success metrics, and a cadence for ongoing optimization.
• Review and advise on tracking/attribution setup (pixel, Conversions API, event tracking) to ensure spend and performance data are reliable.
• Implement the restructured campaigns directly in-platform during the engagement.
• Monitor and optimize performance against subscription/CPA/ROAS targets throughout the contract.
• Document the new campaign structure, testing process, and optimization playbook.
• Train in-house marketing staff on the rebuilt structure, testing methodology, and platform best practices so the team can sustain performance after the contract ends.

Requirements

• 5+ years hands-on experience managing paid social campaigns for subscription or membership-based acquisition (media, publishing, streaming, or similar preferred).
• Deep expertise in Meta Ads Manager (campaign structure, bidding, Advantage+ campaigns, Conversions API); working knowledge of TikTok Ads a plus.
• Proven track record designing and running structured testing programs (creative and audience testing at minimum).
• Strong grasp of subscription funnel metrics (CPA, LTV, trial-to-paid conversion) and how to optimize campaigns against them.
• Experience training or upskilling internal marketing teams — this role requires teaching, not just executing.
• Comfortable working onsite and collaborating closely with internal marketing, creative, and analytics stakeholders.

Schedule

This role reports to the Director, CRM & Consumer Lifecycle and requires working onsite in the Washington, DC office Monday through Thursday, with Fridays remote.