Responsibilities

• Lead strategy for paid social and test and learn roadmap
• Manage paid media campaigns on Meta and Tiktok, pulling the levers on media spend, targeting, creative, and bid strategy
• Manage all paid asset briefs and creative on each platform, ensuring creative and campaigns perform well on a CPA and ROAS basis
• Identify key insights through regular analyses of campaigns to determine opportunities, issues, and test opportunities
• Scale our new TikTok program and identify key optimization and creative opportunities
• Recruit content creators and micro influencers as part of monthly campaigns to drive discovery and demand for our at home test kit business, managing the program as a direct response program
• Develop and track influencer analytics, determining level of spend, return, and engagement yielded from influencer campaigns
• Manage briefs and recruitment playbook, identifying the influencer strategy that works well for our brand and products
• Work with influencers on sparking/whitelisting assets on paid social that show promise for improving our paid economics