Responsibilities

• Develop paid social strategies aligned to client business objectives, including customer acquisition, mobile app growth, engagement, and performance goals.
• Own creative and strategic direction, identifying the messaging, formats, audiences, and creative components most likely to improve campaign performance.
• Apply a strong understanding of the relationship between creative, audience targeting, campaign optimization, and mobile user behavior to improve acquisition efficiency.
• Partner with Account Managers and Services account leads to keep strategy aligned across campaign initiatives.
• Build training plans and share best practices that strengthen the team’s knowledge of paid social and performance marketing.
• Manage paid social campaigns end to end, including planning, setup, quality assurance, testing, measurement, reporting, and optimization across Meta Ads, TikTok Ads, LinkedIn Ads, YouTube Ads, Snapchat Ads, and other social platforms.
• Plan and execute campaigns across a range of objectives, including mobile app installs, user acquisition, in-app events and engagement, traffic, conversions, awareness, and influencer amplification.
• Develop and optimize mobile app acquisition campaigns focused on driving efficient, high-quality users and improving performance across metrics such as CPI, CPA, conversion rate, ROAS, and downstream app engagement.
• Manage large budgets and complex campaign structures while serving as Later's paid social subject matter expert in client and cross-functional conversations.
• Partner with Program Managers and Program Coordinators to guide ad messaging, creative assets, CTAs, audience strategy, and optimization opportunities.

Requirements

• 6+ years of hands-on paid social media experience, with a proven track record of driving measurable performance results.
• Hands-on experience managing mobile app acquisition campaigns, particularly across Meta Ads and TikTok Ads, with direct responsibility for app installs, user acquisition, and/or post-install engagement.
• Executional expertise across paid social platforms, including Meta Ads, TikTok Ads, LinkedIn Ads, YouTube Ads, and Snapchat Ads.
• Experience managing large budgets and multiple complex campaigns simultaneously, with strong command of performance metrics such as CPI, CPA, ROAS, conversion rate, and in-app events.
• Familiarity with mobile attribution and measurement, including mobile measurement partners (AppsFlyer, Adjust, Branch, or similar), app event tracking, and privacy-related considerations such as Apple ATT and SKAdNetwork.
• Strong analytical, data-driven mindset, with experience using campaign and conversion data to identify opportunities for optimization and scale.
• Excellent communication and collaboration skills, with experience partnering across marketing, account, analytics, creative, and product teams.
• Strong project management skills and the ability to balance multiple priorities in a fast-paced environment.
• Bachelor's degree in marketing, business, or a related field (or equivalent experience).
• Ability to travel up to twice per quarter.

Benefits

• Additionally, all permanent team members are eligible to participate in various benefits plans as part of their overall compensation package.