Paid Social, Strategist

Key Responsibilities

• Translate business objectives into comprehensive paid social strategies spanning prospecting, retargeting, and customer retention.
• Set expectations with clients, communicate recommendations and tradeoffs clearly, and report on performance in terms of business impact.
• Apply deep paid social expertise across creative strategy, audience development, bidding, and optimization while collaborating across broader digital marketing channels.
• Leverage platform automation and machine learning features to improve campaign performance (such as Meta Advantage, value optimization, Conversion API, TikTok Smart Performance Campaigns, and Pinterest Performance).
• Evaluate emerging platform capabilities and implement new features through structured testing before broader adoption.
• Design and execute testing strategies, including lift studies when available and structured A/B tests.
• Define success metrics in advance and establish regular performance review cadences.
• Maintain healthy tracking infrastructure, including pixels, Conversion API, event mapping, UTMs, and GA4.
• Clearly communicate data limitations and measurement considerations when making recommendations.
• Proactively identify optimization opportunities, including reducing creative fatigue, minimizing audience overlap, and improving campaign efficiency.
• Drive continuous improvements to workflows, processes, and campaign execution across the team.

Minimum Qualifications

• 5 years of hands-on experience managing paid social campaigns across Meta and TikTok.
• Experience with Pinterest, Snapchat, and Reddit is a plus.
• Strong experience with: Meta Advantage, Value Optimization, Conversion API (CAPI), TikTok Smart Performance Campaigns, TikTok Shop (preferred), Pinterest Performance, audience strategy and segmentation, creative testing frameworks, Dynamic Product Ads (DPA) and catalog campaigns.
• Comfortable using GA4 and platform analytics to connect campaign performance to business metrics such as revenue, customer acquisition cost (CAC), return on ad spend (ROAS), and lifetime value (LTV).
• Excellent communication skills with experience presenting performance insights to clients and collaborating across cross-functional teams.