Growth Marketing Manager, Paid Social at Gannett in McLean, Virginia

Job Description:

The Paid Social Growth Marketing Manager is responsible for developing, executing, and optimizing paid social media strategies to meet key business objectives such as acquiring new subscribers, lead gen, and promoting events for large Growth Markets within Gannett. Their primary focus is creating and optimizing unique local campaigns by managing accounts efficiently and ensuring performance aligns with agreed-upon KPIs.

This role blends strategic thinking with execution, requiring a strong focus on data, creativity, testing, and collaboration to drive success. By analyzing key metrics and trends, developing innovative approaches, and working closely with cross-functional partners, it's essential to ensure that strategies are well thought out and effectively implemented to achieve optimal results. This balance of high-level planning with hands-on execution is key to delivering impactful outcomes.

Base Salary: $75,000 - $85,000, Eastern and Central time zones preferred

Duties and 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.

Qualifications

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

Preferred Qualifications

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

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The annualized base salary for this role will range between $70,000 and $85,000. Base compensation is reflective of many factors, including, but not limited to, the market in which one lives/works, individual education level, skills, certifications and experience. Note: variable compensation is not reflected in these figures and based on the role, may be applicable
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