Description
The Social Media Manager is responsible for overseeing and optimizing all paid social media advertising efforts to drive high-quality leads and measurable ROI for the company. This role blends strategic demand generation with hands-on campaign execution, working closely with the Creative Strategist and Brand Strategy Manager to build, test, and scale high-performing campaigns across multiple social platforms.
Key Responsibilities
Paid Social Media Management
· Develop, execute, and optimize paid social media campaigns across platforms including Meta (Facebook/Instagram), TikTok, and Pinterest, and other platforms.
· Manage campaign budgets, pacing, and performance to ensure cost-efficient lead generation and conversion.
· Continuously test ad formats, messaging, creative, and audience targeting to identify top-performing combinations.
· Implement tracking, attribution, and performance measurement to understand ROI and inform future spend.
Strategy & Collaboration
· Partner with the Creative Strategist to concept and brief new ad creative that aligns with performance goals and brand standards.
· Collaborate with the Brand Strategy Manager to ensure paid efforts align with overall brand positioning and market priorities.
· Identify audience insights and trends that inform campaign targeting and creative direction.
· Contribute to the overall demand generation strategy and share performance learnings across the marketing team.
Optimization & Reporting
· Monitor daily campaign performance and adjust strategies to improve cost per lead (CPL), conversion rates, and lead quality.
· Provide regular reporting and analysis on campaign performance, including insights and actionable recommendations.
· Maintain an ongoing testing roadmap focused on improving lead efficiency and campaign scalability.
Requirements
· 3–5 years of experience in paid social media advertising, ideally in a lead generation or performance marketing environment.
· Proven track record of managing and optimizing Meta Ads Manager campaigns and experience with other platforms (LinkedIn, TikTok, YouTube, etc.).
· Strong understanding of funnel strategy, audience segmentation, A/B testing, and creative performance analysis.
· Comfortable working with analytics dashboards (Google Analytics, Meta Insights, HubSpot, etc.) and interpreting data to make decisions.
· Excellent collaboration and communication skills with both creative and analytical teams.
· Ability to manage multiple campaigns and priorities in a fast-paced environment.
Preferred:
· Experience working with home improvement, consumer services, or retail industries.
· Familiarity with CRM and lead management systems (e.g., HubSpot, Salesforce).
· Understanding of SEO, organic social, and how paid fits within a holistic digital strategy.
· Creative eye for ad copy and visual performance optimization.
Working Conditions
· Standard working hours are Monday through Friday, with occasional evening or weekend availability required during peak periods.
· The role requires frequent use of sitting working on a computer, including extended periods of screen time.
· Must be able to manage multiple priorities in a fast-paced environment, often with tight deadlines.
· Minimal travel is anticipated; however, occasional travel may be required.
· Work is performed in a professional office setting requiring extensive use of computers, data platforms, and communication tools.
· High degree of collaboration and communication with internal teams (Creative, Brand, and Sales) and external vendors or agencies.
Equal Opportunity Employer
Expo Home Improvement provides equal employment opportunities to all employees and applicants without regard to race, color, religion, gender, sexual orientation, national origin, age, disability status, or any other characteristic protected by law.
Americans with Disabilities Act (ADA)
Expo Home Improvement complies with the ADA and will provide reasonable accommodations to qualified individuals with disabilities and encourages both prospective and current employees to discuss potential accommodations.
