Growth Marketing Manager, Paid Social

$75,000 - $85,000/Yr

Gannett - McLean, VA

Full-time

McLean, VA

Publishing Industries

About the position

The Paid Social Growth Marketing Manager is responsible for developing, executing, and optimizing paid social media strategies to achieve key business objectives such as acquiring new subscribers, generating leads, and promoting events for large Growth Markets within Gannett. This role requires a blend of strategic thinking and hands-on execution, focusing on data analysis, creativity, testing, and collaboration to drive successful outcomes. The manager will create unique local campaigns, manage accounts efficiently, and ensure performance aligns with agreed-upon KPIs.

Responsibilities

• Developing Paid Social Strategies: Creating and implementing effective campaigns across platforms like Facebook, Instagram, LinkedIn, TikTok, and other emerging platforms to drive growth.
• Collaboration: Working closely with the Local Consumer Director to tailor marketing initiatives based on specific market needs and aligning content strategies accordingly.
• Day-to-day Management: Overseeing the daily operations of paid social accounts to ensure smooth execution and timely adjustments.
• Performance Tracking: Monitoring key metrics such as cost per acquisition (CPA), return on ad spend (ROAS), and click-through rates (CTR) to ensure campaigns meet performance goals.
• Budget Oversight: Managing budgets to optimize ad performance while maintaining cost efficiency.
• Testing and Optimization: Continuously testing creative elements, audience targeting, and bidding strategies to enhance campaign results over time.
• Creative Input: Contributing to marketing briefs with insights on creative assets, copy, and testing strategies to enhance social media efforts.
• Trend Analysis: Following social media trends, tools, and competitor activities to inform strategies and identify growth opportunities.
• Reporting & Analytics: Running ad-hoc reports, creating presentations, and ensuring accurate tracking and reporting to measure success.

Requirements

• Bachelor's degree and/or relevant experience
• 5+ years developing and driving the social strategy, preferably for a complex and digitally focused organization with B2C brands or products
• Strong understanding of Facebook's business tools and experience with campaign execution across Facebook and Instagram
• Experience with lead generation and content marketing
• Ability to interpret data to inform actionable insights that inform campaign strategy
• Demonstrated strength in analytical skills, including budget allocations
• Ability to effectively communicate cross-functionally with all levels
• Ability to prioritize tasks and projects leading to actions with the highest return
• Efficient in MS Office Suite, most notably PowerPoint and Excel

Nice-to-haves

• Experience analyzing and manipulating different data sets
• Understanding of social tracking applications (tags/pixels, APIs)
• Experience with social platforms outside of Facebook/Instagram such as TikTok, Reddit, and Twitter
• Experience with Google Analytics

Benefits

• Base Salary: $75,000 - $85,000
• Remote work flexibility
• Variable compensation based on role