Paid Social Strategist

**The**Opportunity**:
Avantor is looking for a strategic, data-savvy **Paid Social Strategist** to lead the planning, execution, and optimization of paid social campaigns that support brand awareness, demand generation, and customer acquisition across key channels—including Meta, LinkedIn, TikTok, Pinterest, and emerging platforms.

As a core member of the Digital Advertising team, you will partner cross-functionally to develop and execute performance-driven strategies aligned with broader marketing goals.

This role goes beyond campaign setup: they will own media planning, targeting strategy, testing frameworks, and platform performance insights, contributing to long-term growth and multi-channel alignment. You’ll work closely with Creative, Analytics, and Content Strategy to ensure paid social campaigns are not only well-executed but also aligned to lifecycle, funnel stage, and business KPIs.

**What we’re looking for**

**Education**:Any Bachelor's/Master’s Degree

**Experience**:3-5+ years of experience in paid social advertising, performance marketing, or media strategy with demonstrated ownership of campaign strategy and optimization.

**Preferred Qualifications**:

- Deep expertise with Meta Ads Manager, LinkedIn Campaign Manager, TikTok Ads Manager, and emerging social platforms.
- Proven track record of improving campaign performance through data-driven audience targeting, creative testing, and cross-channel alignment.
- Strong analytical skills with proficiency in Excel, Looker Studio, Power BI, or similar platforms for campaign analysis and reporting.
- Solid understanding of paid media metrics (CTR, CPA, ROAS, CVR, CPL), attribution models, and performance benchmarks.
- Ability to manage multiple priorities, stakeholders, and campaigns in a fast-paced environment with mínimal oversight.
- Experience with eCommerce, B2B demand gen, or full-funnel performance strategies.
- Familiarity with tracking frameworks, including pixel management, tag managers, UTMs, and cookie-based targeting.
- Exposure to multi-channel campaign coordination across programmatic, paid search, or display advertising.
- Experience using project management tools (e.g., Asana, Workfront, Trello) to manage campaign timelines and collaboration workflows.

**How will you thrive and create an impact**:
**Campaign Strategy & Execution**
- Develop and execute paid social strategies that align with business objectives, campaign goals, and audience segments across Meta, LinkedIn, TikTok, and other platforms.
- Build and manage paid social campaigns end-to-end, including audience targeting, budget pacing, creative mapping, bid strategy, and ad set architecture.
- Implement A/B and multivariate testing strategies for creative, copy, call-to-action, and audience segments, capturing insights to continuously refine campaign effectiveness.

**Audience Strategy & Lifecycle Targeting**
- Define and manage audience segmentation frameworks, ensuring targeting strategies are aligned to lifecycle stages (awareness, consideration, decision, retention).
- Leverage platform data, CRM insights, and third-party audiences to inform lookalike modeling, retargeting logic, and exclusion strategies.
- Partner with Lifecycle Marketing and Web teams to align landing experiences and nurture flows with paid social efforts.

**Optimization & Performance Analytics**
- Monitor campaign performance across platforms using tools like Meta Ads Manager, LinkedIn Campaign Manager, and TikTok Ads Manager, optimizing based on key metrics (CTR, CPC, ROAS, CPA, CVR).
- Build detailed performance dashboards and executive summaries using Looker Studio, Power BI, or Excel, surfacing actionable insights and campaign trends.
- Drive insights-to-action workflows by contributing strategic recommendations to future planning, creative direction, and budget allocation.

**Cross-Functional Collaboration**
- Partner with Creative, Brand, Content Strategy, and Product Marketing to align creative assets with campaign goals and platform-specific best practices.
- Brief internal and external creative teams on ad formats, content hooks, and testing needs—ensuring consistency across campaigns and audiences.
- Work closely with Analytics and MarTech teams to validate tracking, UTM structure, event setup, and attribution accuracy.

**Market & Platform Research**
- Stay current on platform updates, algorithm shifts, new ad formats, and emerging paid social trends.
- Conduct competitor benchmarking and landscape research to refine media plans, uncover growth opportunities, and evolve creative strategy.
- Identify and recommend opportunities to expand into new social ad platforms or integrations based on business growth areas.
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