Paid Ads Manager

Job Title : Paid Ads Manager Department : Ads Unit Location : Chennai Reporting To : Director Strategy Centre Employment Type : Full-time (Campaign Contract) Role Overview At Demos Project, we are seeking a highly experienced Paid Ads Strategy Lead to spearhead and manage the paid media execution for a high-stakes, state-level political social media campaign in Tamil Nadu. The ideal candidate will be responsible for building and executing an integrated ad strategy across Meta (Facebook & Instagram) , Google , YouTube , LinkedIn , and Twitter/X , with a strong focus on audience targeting, geographic segmentation, narrative dissemination, and real-time performance. You will handle a multi-crore ad budget , working closely with platform partners, content creators, design teams, analysts, and senior strategists to drive cost-effective, impactful results. This role demands deep platform expertise, creative instincts, strategic thinking, and a data-driven mindset. Key Responsibilities Strategy & Planning Develop a comprehensive paid media plan aligned with the broader campaign strategy, narrative goals, and electoral timeline. Segment and define target audiences across demographic, geographic, psychographic, and behavioral parameters. Create distinct paid ad funnels for different campaign objectives: follower growth, video viewership, influencer amplification, and sentiment shifts. Execution & Campaign Management Oversee the end-to-end execution of ads on Meta (Facebook & Instagram), Google Ads (Search & Display), YouTube (Pre-rolls & Shorts), and Twitter/X . Manage ad accounts, audiences, placements, campaign structures, and budgets efficiently. Work closely with the Creative and Copy teams to ensure that ad creatives are aligned with platform specifications, campaign tone, and messaging objectives. Schedule, launch, and monitor ads in batches based on campaign milestones, topical events, and regional triggers. Performance Monitoring & Optimization Continuously track and analyze ad performance metrics: CTR, CPM, CPC, CPV, ROI, reach, engagement, conversions, and sentiment influence. Prepare and present weekly performance dashboards to the Strategy Centre and Campaign Heads. Adjust targeting, budgets, creative formats, and placements based on insights, platform performance, and algorithm shifts. Ensure low-cost virality campaigns where applicable, and optimize for both awareness and action. Cross-functional Coordination Coordinate with Platform Managers to align paid promotion with organic timelines and engagement cycles. Collaborate with the Monitoring Cell to fine-tune messaging based on real-time feedback and public sentiment. Manage inputs from influencer and meme page collaborations to integrate paid support for viral and impactful content. Compliance & Best Practices Ensure all ad campaigns comply with platform guidelines and Election Commission regulations. Implement transparent attribution, tracking, and reporting mechanisms. Maintain detailed documentation of ad spends, strategies used, and results achieved for internal records and audit readiness. Required Qualifications & Skills Education Bachelors or Masters degree in Marketing, Digital Advertising, Communications, Media Studies, or related fields. Experience Minimum 57 years of hands-on experience managing paid ad campaigns at scale. Prior experience leading paid ads for a political, electoral, or cause-based campaign is mandatory . Strong portfolio of data-driven results, especially in high-pressure, time-sensitive projects. Technical Proficiency Expert-level experience with Facebook Ads Manager, Google Ads (Search, Display, YouTube), Twitter Ads, and campaign tracking tools. Deep understanding of targeting models, lookalike audiences, A/B testing, remarketing funnels, and conversion tracking . Strong knowledge of ad policies, political ad compliance, and audience behavior in Tamil Nadu's digital ecosystem. Soft Skills Analytical mindset with strong command over data interpretation and decision-making. Excellent coordination and leadership skills across teams. Strong written and verbal communication in both English and Tamil. High attention to detail and commitment to data accuracy. Work Ethic & Environment Must be willing to work extended hours during high campaign periods, including weekends. Should be flexible, accountable, and operate with urgency and discipline under strict deadlines. High integrity, confidentiality, and political sensitivity expected.