The Paid Social Specialist is responsible for the day-to-day planning, execution, optimization, and performance analysis of paid social campaigns across multiple client accounts. This role translates client objectives and approved media strategies into effective platform execution, ensuring strong results, while proactively identifying and recommending performance optimization opportunities.

The ideal candidate brings platform expertise, analytical thinking, and the ability to balance big-picture strategy with broader client business objectives and day-to-day execution. This role partners closely with senior paid social leadership and cross-functional agency teams while providing workflow guidance and support to junior team members.

Key Responsibilities

• Develop paid social channel recommendations covering audiences, platforms, budgets, formats, flighting, and performance goals in support of broader media strategies
• Own the setup, QA, launch, pacing, optimization, and troubleshooting of assigned paid social campaigns across platforms such as Meta, TikTok, LinkedIn, Pinterest, X, Snapchat, and emerging channels
• Manage campaigns as the day-to-day lead against approved budgets, timelines, and KPIs, documenting optimizations and proactively communicating material changes
• Partner with Analytics to analyze and present platform performance, translating campaign results into clear observations, actionable recommendations, and paid social context for recurring and cross-channel reporting
• Present routine campaign updates to internal teams and clients
• Serve as the day-to-day paid social contact for assigned accounts while escalating significant strategic, budget, performance, or client risks to senior leadership
• Stay current on platform changes, privacy considerations, emerging advertising products, and paid social best practices to bring new ideas to clients and internal teams
• Review work for quality, accuracy, and strategic rigor for junior paid social team members, helping reinforce platform standards and established workflows
• Contribute to the development of internal processes, best practices, training materials, and scalable workflows for the social team
• Major strategic recommendations, material budget reallocations, higher-risk optimizations, and significant client-facing deliverables should be reviewed and approved by a Manager or Director before implementation or distribution.

Knowledge, Skills & Qualifications

• Bachelor’s degree in Advertising, Marketing, Communications, Business, or a related field preferred; equivalent experience will also be considered
• 2–4 years of hands-on experience in paid social media, digital media, or integrated media within an agency or client-side environment
• Demonstrated experience managing and optimizing campaigns in Meta Ads Manager and one or more additional paid social platforms
• Strong understanding of paid social objectives, audience targeting, bidding, budget management, creative formats, and platform measurement
• Working knowledge of attribution, conversion tracking, UTMs, pixels, conversion APIs, and common platform reporting limitations
• Experience managing campaign budgets, pacing, forecasting, and performance goals
• Ability to analyze campaign data and turn findings into practical optimization recommendations
• Ability to prioritize multiple accounts and deadlines in a fast-paced environment
• Strong written, verbal, client communication and presentation skills
• Strong proficiency in Excel or Google Sheets and PowerPoint
• Strong mix of analytical thinking and creative problem-solving
• Highly organized, proactive, adaptable, and collaborative; comfortable escalating concerns when needed
• Meta Blueprint and other relevant platform certifications are a plus