Job Purpose:

The Paid Social Senior Specialist plays a pivotal role overseeing the day-to-day execution of paid social campaigns. This encompasses not only managing ongoing performance optimizations but also providing leadership to achieve and surpass campaign objectives. With extensive hands-on paid social buying experience and leadership capabilities, the Paid Social Senior Specialist is adept at implementing strategic paid social media initiatives. They are expected to develop comprehensive paid social media strategies, spearhead campaign launches, generate innovative recommendations, and drive performance optimization efforts. Additionally, they help mentor, train, and support team members, ensuring accountability for performance, budgets, and the timely execution of social initiatives.

Job Responsibilities:

• Launch and manage paid media campaigns across various social platforms – primarily Facebook/Instagram, but occasionally Pinterest, LinkedIn, TikTok, etc
• Manage 4-7 ad accounts with budgets up to $250k monthly
• Consistently meet or exceed paid social performance KPIs for each assigned account
• Assist with the mentoring, training and development of more junior team members
• Design optimal campaigns, leveraging historical performance, benchmarks, and research to deliver the right message to the right audience throughout their unique user journey, including audience targeting strategies, ad formats, budgets, etc.
• Set up campaigns aligned with target audience and goals, utilizing targeting parameters effectively and managing budgets and pacing throughout flights
• Understand Facebook's ad auction and delivery system to optimize campaign structure, placements, and ad formats to maximize campaign effectiveness
• Analyze campaign performance data and KPIs, ensure data integrity and accuracy, identify and make optimizations for improvement, and articulate strategic recommendations.
• Write actionable, data-driven insights to drive campaign success and achieve objectives, and clearly communicate recommendations to internal teams and clients.
• Identify emerging trends from performance analysis to inform future campaign strategies
• Optimize paid social spend across platforms and collaborate with the wider team to ensure optimal allocation across channels
• Perform ad account deep dives or audits to find innovative optimization ideas
• Proactively test new audiences, ad formats, placements, creative, etc. to uncover learnings and increase performance metrics
• Delegate effectively to Specialists while maintaining control of overall strategic direction
• Identify and communicate performance trends and industry news to the team, create case studies, POVs, or best practices, and collaborate with external vendors to explore new opportunities and strategies

Requirements:

Required Education and Experience:

• Bachelor’s Degree from accredited college or university
• At least 4 years of dedicated experience in Paid Social Media 
• At least 1-2 years of leadership experience of training and mentoring junior team members 
• Solid understanding of Facebook (Meta) Business & Ads Manager
• Experience with Pixel & Conversion Event implementation, troubleshooting & how to leverage to meet client goals 
• Facebook (Meta) Conversion API experience is a plus 
• Utilize Microsoft Office suite (PowerPoint, Excel, Word) proficiently
• Understand lower- and upper-funnel KPIs, with a deep understanding of ROAS
• Pinterest, Snapchat, LinkedIn and Reddit experience is a plus but not required 
• Experience managing multiple clients/brands with overall budgets of $250k monthly 
• Experience in Campaign Optimization, with ability to solve issues and achieve/exceed campaign goals. 
• Good communication skills, and ability to problem solve and escalate issues. 
• Proven analytical, planning, and project management skills 
• Experience working remotely and willingness to balance working hours across global time zones 

Preferred Education and Experience:

• Digital and/or hospitality marketing experience is helpful, but not required
• Facebook (Meta) Blueprint certification a plus

Expected Competencies:

• Highly motivated and willing to work closely within social team as well as cross-channel, with experts within search, display and programmatic, and cross-departments with accounts management, planning, creative etc
• Understanding of how other digital channels like Paid Search, Display and Video integrate into a full funnel media mix
• Able to problem solve, prioritize tasks, multitask, and manage time effectively
• Detail-oriented with an analytical approach to achieving objectives
• Exceptional communication skills – both written and presentation

Work Timings:

Monday through Friday from 12 PM to 9 PM IST. This will provide healthy overlap between India team and US team and supporting both to ensure adequate collaboration. This role will be working in Hybrid Mode and will require at least 2 days’ work from office at Hyderabad.

EEO Statement

Cendyn provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability or genetics. In addition to federal law requirements, Cendyn complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has facilities. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Cendyn expressly prohibits any form of workplace harassment based on race, color, religion, gender, sexual orientation, gender identity or expression, national origin, age, genetic information, disability, or veteran status. Improper interference with the ability of Cendyn’s employees to perform their job duties may result in discipline up to and including discharge.

Other Duties

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.