Senior Digital & Social Performance Marketing Lead

We have ambitious plans to grow rapidly. Our entire ecosystem has been divided into 4 new positions. We are looking for people who have the knowledge and experience to join our team and take our 23 year old company to the next level.

Feel free to browse our 4 open positions, but do not apply to any if you do not have the experience required. Thanks you.

Here they are:

1. Senior Technical & Ecommerce SEO Lead
2. Off-Page SEO & Paid Search Performance Specialist
3. Creative Strategy & Advertising Content Lead
4. Senior Digital & Social Performance Marketing Lead

This ad is for position #4
4. Senior Digital & Social Performance Marketing Lead

Paid Social • Ecommerce Growth • Customer Acquisition • Retargeting • Lifecycle Marketing
Full-Time Permanent Position — 40 Hours Per Week
JOB OVERVIEW

We are a 23-year-old printing and manufacturing company looking for an exceptional Senior Digital & Social Performance Marketing Lead.

This is NOT a social-media posting position.
This is NOT a content-creator position.
We have separate employees responsible for creative production and staff who can assist with repetitive posting and routine engagement.

We are looking for the marketing brain.
You will be responsible for determining:

WHO we should market to.
WHAT we should market to them.
WHERE we should reach them.
WHEN we should reach them.
WHAT offer they should see.
WHAT stage of the buying journey they are in.
HOW much we should spend acquiring them.
HOW we bring them back if they don't purchase.
HOW we turn first-time customers into repeat customers.
WHETHER the marketing actually made money.

Our objective is not followers.
Our objective is profitable growth.

YOUR MISSION
Build a sophisticated digital customer-acquisition and retention engine capable of helping scale our company toward $10+ million in annual revenue.

No single employee can guarantee that revenue.

Your responsibility is to build, operate and continuously improve the digital-marketing systems that can help us get there.

The system should move customers through:

Awareness > Interest > Consideration > Visit > Lead/Cart > Purchase > Repeat Purchase > Referral

You will work closely with:

Creative Strategy & Advertising Content Lead
Technical/Ecommerce SEO Lead
Paid Search Specialist
Management
Sales/customer-service staff
Social-media VA's

1. DIGITAL MARKETING STRATEGY
Own the complete social/digital marketing strategy.

Determine how we should use:

Facebook
Instagram
TikTok
YouTube
Pinterest
LinkedIn

Email
SMS
Influencers
Creators
Customer lists
Retargeting
Marketing automation
Landing pages
CRM data

Do not advertise somewhere merely because it exists.

You must explain:

Why we're using it
Who we're targeting
What outcome we expect
How we're measuring it

2. CUSTOMER & MARKET SEGMENTATION
We sell products that can appeal to very different customers.

For custom shirts, examples may include:

Schools
Sports teams
Restaurants
Contractors
Churches
Companies
Events
Clubs
Nonprofits
Family reunions
Gyms
Retail businesses

For yard signs:
Realtors
Contractors
Landscapers
Schools
Events
Graduations
Businesses
Political campaigns where appropriate
Property services
Community organizations

These audiences should NOT all receive the same advertisement.

Develop distinct:
Audiences
Messages
Offers
Creative briefs
Landing pages
Retargeting
Follow-up

3. CUSTOMER PERSONAS & BUYING INTENT

Understand:
Who buys
Why they buy
What problem they're solving
How quickly they need it
What prevents them from buying
What competitors they're considering
What matters most: price, speed, quality, convenience, service or customization
How often they reorder
What else they may purchase

Turn customer knowledge into marketing strategy.

4. META ADVERTISING

You must be highly experienced with:
Meta Business Manager
Meta Ads Manager

Facebook Ads
Instagram Ads
Meta Pixel
Events Manager
Conversion API concepts
Custom audiences
Customer lists
Website audiences
Engagement audiences
Video audiences
Prospecting
Retargeting
Catalog ads where appropriate
Advantage+ tools where appropriate
Lookalike/similar audience strategies where available

You should know how to build campaigns from scratch and improve them over time.

5. TIKTOK MARKETING & ADVERTISING

Understand both organic TikTok behavior and TikTok Ads Manager.

Know how to:

Identify TikTok-native creative
Select objectives
Build campaigns
Develop audiences
Retarget
Test creative
Read performance
Use Pixel/Events data
Scale winners
Kill poor performers

Work closely with the Creative Lead to produce platform-native assets.

6. YOUTUBE

Develop opportunities through:

YouTube content
YouTube Shorts
Video advertising
Retargeting
Product demonstrations
Educational content
Customer-intent content

Determine which videos are brand-building and which are direct-response assets.

7. PINTEREST

Evaluate and utilize Pinterest when appropriate for visually driven products including:

Apparel
Signs
Design inspiration
Events
Weddings
Business branding
Promotional materials

Understand the difference between Pinterest content strategy and paid Pinterest acquisition.

8. LINKEDIN / B2B DIGITAL MARKETING

Develop B2B opportunities where economically justified.

Potential audiences include:

Companies
Marketing managers
Restaurants
Franchises
Schools
Organizations
Event companies
Contractors
Procurement teams

Determine when LinkedIn advertising makes financial sense and when organic outreach/content is more appropriate.

9. PAID SOCIAL MEDIA STRATEGY

Own:

Campaign architecture
Audiences
Objectives
Budgets
Placements
Bidding/optimization strategy
Prospecting
Retargeting
Testing
Scaling
Exclusions
Frequency
Creative rotation
Campaign analysis

The Creative Lead makes the creative.

You make sure the right creative reaches the right person.

10. CREATIVE BRIEFING

You must understand creative even though you are not our primary creative producer.

Example:

Instead of telling the Creative Lead:

"Make me five Facebook ads."

You should be capable of saying:

"We're targeting youth baseball-team managers. Price is not their biggest problem—ordering 15 different names and numbers correctly is. I want three 15-second videos built around simplifying team ordering. Give me one testimonial angle, one problem/solution angle and one demonstration."

THAT is marketing.

You provide the business/customer insight.

The Creative Lead turns it into excellent creative.

11. CREATIVE PERFORMANCE FEEDBACK

You will provide the Creative Lead with data.

Example:

Creative A:
High hook rate, low CTR.

Creative B:
Lower watch time but excellent purchase rate.

Creative C:
Strong CTR but terrible conversion rate.

Creative D:
Excellent ROAS but beginning to fatigue.

Your job is to interpret those results and request the next round of creative intelligently.

12. RETARGETING SYSTEMS

Build sophisticated retargeting journeys.

Examples:

Website visitor

Viewed shirt page.

> Shirt benefit advertisement.

Repeat visit

Still did not buy.

> Testimonial/social-proof advertisement.

Added to cart

Didn't purchase.

> Cart-recovery advertising + email /SMS.

Purchased

Remove from new-customer acquisition advertising.

> Cross-sell.

60/90/180 days later

> Reorder/win-back campaign where appropriate.

Different behavior should trigger different marketing.

13. FIRST-PARTY CUSTOMER DATA

Develop strategies around properly obtained customer data.

Segment by:

Product purchased
Purchase date
Frequency
Order value
Customer type
Geographic area
Lifetime value
Engagement
Lead vs. customer
Lapsed customer

Use appropriately on supported platforms for:

Customer Match
Custom audiences
Exclusions
Retention
Reorders
Cross-selling
Prospecting/modelled audiences where supported

Follow applicable privacy and platform requirements.

14. EMAIL MARKETING

Own email strategy and deployment.

Build automated flows such as:

Welcome

New subscriber> introduction > value > proof > offer.

Abandoned Cart

Cart > reminder > benefits > proof > incentive if justified.

Browse Abandonment

Visited repeatedly > relevant product reminder.

Post Purchase

Confirmation > education > review > cross-sell.

Reorder

Expected replenishment/reorder timeframe > reminder.

Win Back

Customer hasn't purchased recently > targeted return campaign.

VIP

High-value customer > special treatment/offers.

15. SMS MARKETING

Build compliant SMS programs for:

Abandoned carts
Promotions
Limited-time offers
Reorders
Product launches
VIP customers
Customer lifecycle campaigns

Avoid destroying customer trust through excessive messaging.

16. CROSS-SELLING & UPSELLING

Customers buying one product may need another.

Examples:

Business cards > flyers.

Yard signs > banners.

Custom shirts > signs.

Event printing > apparel.

Restaurant menus > uniforms/signage.

Develop data-driven cross-sell and upsell campaigns.

17. CUSTOMER LIFETIME VALUE

You must think beyond the first transaction.

Understand:

CAC
First-order value
Average order value
Purchase frequency
Repeat purchase rate
Customer lifetime value
Gross margin where provided
Payback period

Sometimes spending $100 to acquire a $75 first order can make sense.

Sometimes spending $20 to acquire a $75 order is terrible.

The answer depends on margin, repeat purchases and lifetime value.

Think like a business owner.

18. FUNNEL DEVELOPMENT

Create complete funnels.

Examples:

Social Ad > Landing Page > Purchase

or:

Video > Lead Form > Email /SMS > Quote ? Sale

or:

Educational Content > Retargeting > Product Page > Purchase

or:

Customer List > Reorder Offer > Purchase

Every campaign should have an intentional next step.

19. LANDING-PAGE STRATEGY

You do not need to code the pages.

You DO need to understand what makes them convert.

Recommend:

Headlines
Offers
Layout
Social proof
Videos
Reviews
Calls to action
Forms
Product presentation
FAQs
Urgency
Guarantees
Mobile improvements

Work with our SEO/web team on implementation.

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