Senior Digital & Social Performance Marketing Lead

Job Overview

We are a 23-year-old printing and manufacturing company looking for an exceptional Senior Digital & Social Performance Marketing Lead. This is NOT a social-media posting position. This is NOT a content-creator position. We have separate employees responsible for creative production and staff who can assist with repetitive posting and routine engagement. We are looking for the marketing brain.

Your Mission

Build a sophisticated digital customer-acquisition and retention engine capable of helping scale our company toward $10+ million in annual revenue. No single employee can guarantee that revenue. Your responsibility is to build, operate and continuously improve the digital-marketing systems that can help us get there.

The System Should Move Customers Through: Awareness > Interest > Consideration > Visit > Lead/Cart > Purchase > Repeat Purchase > Referral

You Will Be Responsible For Determining

• WHO we should market to.
• WHAT We Should Market To Them.
• WHERE we should reach them.
• WHEN we should reach them.
• WHAT Offer They Should See.
• WHAT stage of the buying journey they are in.
• HOW Much We Should Spend Acquiring Them.
• HOW we bring them back if they don't purchase.
• HOW We Turn First-time Customers Into Repeat Customers.
• WHETHER the marketing actually made money.

Our objective is not followers. Our objective is profitable growth.

You Will Work Closely With

• Creative Strategy & Advertising Content Lead
• Technical/Ecommerce SEO Lead
• Paid Search Specialist
• Management
• Sales/customer-service staff
• Social-media VA's

Digital Marketing Strategy

Own the complete social/digital marketing strategy. Determine How We Should Use:

• Facebook
• Instagram
• TikTok
• YouTube
• Pinterest
• LinkedIn
• Email
• SMS
• Influencers
• Creators
• Customer lists
• Retargeting
• Marketing automation
• Landing pages
• CRM data

Do not advertise somewhere merely because it exists. You Must Explain: Why we're using it, Who we're targeting, What outcome we expect, How we're measuring it.

Customer & Market Segmentation

We sell products that can appeal to very different customers.

For Custom Shirts, Examples May Include: Schools, Sports teams, Restaurants, Contractors, Churches, Companies, Events, Clubs, Nonprofits, Family reunions, Gyms, Retail businesses.

For Yard Signs: Realtors, Contractors, Landscapers, Schools, Events, Graduations, Businesses, Political campaigns where appropriate, Property services, Community organizations.

These audiences should NOT all receive the same advertisement. Develop Distinct: Audiences, Messages, Offers, Creative briefs, Landing pages, Retargeting, Follow-up.

Customer Personas & Buying Intent

Understand: Who buys, Why they buy, What problem they're solving, How quickly they need it, What prevents them from buying, What competitors they're considering, What matters most: price, speed, quality, convenience, service or customization, How often they reorder, What else they may purchase. Turn customer knowledge into marketing strategy.

Meta Advertising

You Must Be Highly Experienced With: Meta Business Manager, Meta Ads Manager, Facebook Ads, Instagram Ads, Meta Pixel, Events Manager, Conversion API concepts, Custom audiences, Customer lists, Website audiences, Engagement audiences, Video audiences, Prospecting, Retargeting, Catalog ads where appropriate, Advantage+ tools where appropriate, Lookalike/similar audience strategies where available. You should know how to build campaigns from scratch and improve them over time.

TikTok Marketing & Advertising

Understand both organic TikTok behavior and TikTok Ads Manager. Know How To: Identify TikTok-native creative, Select objectives, Build campaigns, Develop audiences, Retarget, Test creative, Read performance, Use Pixel/Events data, Scale winners, Kill poor performers, Work closely with the Creative Lead to produce platform-native assets.

YouTube

Develop Opportunities Through: YouTube content, YouTube Shorts, Video advertising, Retargeting, Product demonstrations, Educational content, Customer-intent content. Determine which videos are brand-building and which are direct-response assets.

Pinterest

Evaluate and utilize Pinterest when appropriate for visually driven products including: Apparel, Signs, Design inspiration, Events, Weddings, Business branding, Promotional materials. Understand the difference between Pinterest content strategy and paid Pinterest acquisition.

LinkedIn / B2B Digital Marketing

Develop B2B opportunities where economically justified. Potential Audiences Include: Companies, Marketing managers, Restaurants, Franchises, Schools, Organizations, Event companies, Contractors, Procurement teams. Determine when LinkedIn advertising makes financial sense and when organic outreach/content is more appropriate.

Paid Social Media Strategy

Own: Campaign architecture, Audiences, Objectives, Budgets, Placements, Bidding/optimization strategy, Prospecting, Retargeting, Testing, Scaling, Exclusions, Frequency, Creative rotation, Campaign analysis. The Creative Lead makes the creative. You make sure the right creative reaches the right person.

Creative Briefing

You must understand creative even though you are not our primary creative producer. Example: Instead of telling the Creative Lead: "Make me five Facebook ads." You Should Be Capable Of Saying: "We're targeting youth baseball-team managers. Price is not their biggest problem—ordering 15 different names and numbers correctly is. I want three 15-second videos built around simplifying team ordering. Give me one testimonial angle, one problem/solution angle and one demonstration." THAT is marketing. You provide the business/customer insight. The Creative Lead turns it into excellent creative.

Creative Performance Feedback

You will provide the Creative Lead with data. Creative A: High hook rate, low CTR. Creative B: Lower watch time but excellent purchase rate. Creative C: Strong CTR but terrible conversion rate. Creative D: Excellent ROAS but beginning to fatigue. Your job is to interpret those results and request the next round of creative intelligently.

Retargeting Systems

Build sophisticated retargeting journeys. Examples: Website visitor > Viewed shirt page > Shirt benefit advertisement. Repeat visit > Still did not buy > Testimonial/social-proof advertisement. Added to cart > Didn't purchase > Cart-recovery advertising + email/SMS. Purchased > Remove from new-customer acquisition advertising > Cross-sell. 60/90/180 days later > Reorder/win-back campaign where appropriate. Different behavior should trigger different marketing.

First-Party Customer Data

Develop strategies around properly obtained customer data. Segment By: Product purchased, Purchase date, Frequency, Order value, Customer type, Geographic area, Lifetime value, Engagement, Lead vs. customer, Lapsed customer. Use Appropriately On Supported Platforms For: Customer Match, Custom audiences, Exclusions, Retention, Reorders, Cross-selling, Prospecting/modelled audiences where supported. Follow applicable privacy and platform requirements.

Email Marketing

Own email strategy and deployment. Build Automated Flows Such As:

• Welcome: New subscriber > introduction > value > proof > offer.
• Abandoned Cart: Cart > reminder > benefits > proof > incentive if justified.
• Browse Abandonment: Visited repeatedly > relevant product reminder.
• Post Purchase: Confirmation > education > review > cross-sell.
• Reorder: Expected replenishment/reorder timeframe > reminder.
• Win Back: Customer hasn't purchased recently > targeted return campaign.
• VIP: High-value customer > special treatment/offers.

SMS Marketing

Build Compliant SMS Programs For: Abandoned carts, Promotions, Limited-time offers, Reorders, Product launches, VIP customers, Customer lifecycle campaigns. Avoid destroying customer trust through excessive messaging.

Cross-Selling & Upselling

Customers buying one product may need another. Examples: Business cards > flyers. Yard signs > banners. Custom shirts > signs. Event printing > apparel. Restaurant menus > uniforms/signage. Develop data-driven cross-sell and upsell campaigns.

Customer Lifetime Value

You must think beyond the first transaction. Understand: CAC, First-order value, Average order value, Purchase frequency, Repeat purchase rate, Customer lifetime value, Gross margin where provided, Payback period. Sometimes spending $100 to acquire a $75 first order can make sense. Sometimes spending $20 to acquire a $75 order is terrible. The answer depends on margin, repeat purchases and lifetime value. Think like a business owner.

Funnel Development

Create complete funnels. Examples: Social Ad > Landing Page > Purchase. Or: Video > Lead Form > Email/SMS > Quote > Sale. Or: Educational Content > Retargeting > Product Page > Purchase. Or: Customer List > Reorder Offer > Purchase. Every campaign should have an intentional next step.

Landing-Page Strategy

You do not need to code the pages. You DO need to understand what makes them convert. Recommend: Headlines, Offers, Layout, Social proof, Videos, Reviews, Calls to action, Forms, Product presentation, FAQs, Urgency, Guarantees, Mobile improvements. Work with our SEO/web team on implementation.

Offer Strategy

A great advertisement cannot always overcome a bad offer. Develop And Test: Percentage discounts, Dollar discounts, Quantity breaks, Free shipping, Bundles, Free design assistance, Limited-time offers, First-order incentives, Reorder incentives, Referral offers, Volume pricing, Seasonal promotions. Measure actual profitability.

A/B and Multivariate Testing

Develop Disciplined Experiments Around: Creative, Hooks, Audiences, Offers, Landing pages, Headlines, CTAs, Email subject lines, SMS, Retargeting windows, Campaign structures. Do not change ten things and then claim you learned something. Test intelligently.

Marketing Automation

Design Automated Workflows Using Systems Such As: Zapier, CRM systems, Email/SMS platforms, Lead forms, Webhooks/integrations where available, ManyChat, Other automation platforms. Example: Facebook Lead > CRM > Immediate SMS > Immediate email > Sales notification > Follow-up > Retargeting audience > Conversion tracking.

CRM Strategy

Help Organize Customers/leads By: Source, Product interest, Stage, Customer type, Purchase history, Value, Follow-up status. Marketing should become smarter as our customer database grows.

Influencer & Creator Marketing

Own the business side of influencer/creator campaigns. You Determine: Which creators make sense, Audience fit, Expected economics, Compensation structure, Affiliate opportunities, Tracking, Offers/codes, Content usage rights, Performance. Creative Lead owns/supports creative direction.

Organic Social Strategy

Our VAs can perform repetitive posting. You Determine: Platform strategy, Posting priorities, Content mix, Frequency, Campaign themes, Promotions, Audience development, Growth opportunities. Do not spend your entire day manually posting. Your value is strategy and growth.

Social Media VA Management

Create documented systems our VAs can execute. Examples: Posting calendar, Group-posting instructions, Response templates, Escalation rules, Comment procedures, Lead-capture procedures, CRM entry procedures. Use lower-cost execution resources intelligently so your own time remains focused on high-value marketing work.

Analytics & Attribution

Understand: GA4, Meta attribution, TikTok attribution, Platform attribution differences, UTMs, Conversion events, CRM source data, Call tracking, Post-purchase surveys.