What are the responsibilities and job description for the Paid Social Media Manager position at Walk-In Media?
About the Role
Walk-In Media is seeking an experienced, client-facing Paid Social Media Manager to join our in-house media group. The ideal candidate brings 3–5 years of hands-on paid social experience in an agency environment, with deep expertise across Meta, LinkedIn, TikTok, Reddit, and other emerging platforms. This person is both a strategic thinker and a disciplined executor—capable of translating client objectives into high-performing paid social programs while building the internal process and structure needed to manage campaigns efficiently across a growing portfolio of accounts.
We are looking for someone who combines analytical rigor with creative instinct, communicates confidently with clients, and brings a sense of maturity, professionalism, and innovation to everything they do.
Roles & Responsibilities
Strategy & Client Collaboration
• Partner with clients to define campaign objectives, KPIs, and success metrics; translate business goals into data-driven paid social strategies.
• Lead client-facing calls and in-person meetings to present campaign performance, uncover growth opportunities, and advise on industry trends and platform developments.
• Participate in new business pitches by presenting Walk-In Media’s paid social capabilities, case studies, and a forward-thinking point of view on the evolving social landscape.
• Develop integrated audience strategies, including persona development, segmentation frameworks, and funnel mapping across awareness, consideration, and conversion stages.
Campaign Management & Execution
• Own day-to-day management of paid social campaigns across all major platforms, including:
◦ Meta (Facebook & Instagram) — full-funnel campaign architecture, Advantage campaigns, dynamic creative, catalog ads
◦ LinkedIn — sponsored content, lead gen forms, conversation ads, audience matched targeting
◦ TikTok — In-Feed, TopView, Spark Ads, creative best practices for short-form video
◦ Reddit—In-feed, conversation ads, freeform ads, keyword and community targeting
◦ Pinterest — shopping campaigns, idea ads, keyword and interest targeting
◦ X (Twitter), Snapchat, Reddit, Quora — working knowledge and willingness to learn
• Set up accounts, configure billing, and manage client direct-funded accounts as well as internal agency billing processes.
• Build and manage audience segments including custom audiences, lookalikes, retargeting pools, and 1st-party data integrations (CRM uploads, pixel-based audiences, customer lists).
• Set, allocate, and pace budgets across platforms and campaigns; manage daily spend to ensure delivery against flight dates and client commitments.
• Monitor live campaigns daily, identifying performance signals and executing optimizations including bid adjustments, creative rotation, audience refinement, and budget reallocation.
• Leverage platform automation tools (Advantage , Performance Max equivalents, Smart Bidding) while maintaining strategic oversight and control.
Creative & Asset Management
• Serve as the internal expert on paid social creative specifications, format requirements, and best practices across all platforms.
• Brief and collaborate with internal and external creative teams on asset development; provide clear, actionable feedback grounded in performance data.
• Champion creative testing frameworks (A/B and multivariate testing) to continuously improve CTR, engagement, and conversion rates.
• Stay current on creative trends across platforms—short-form video, UGC-style content, motion graphics—and bring proactive recommendations to clients and the Walk-In Media team.
Analytics, Reporting & Attribution
• Partner with analytics teams to ensure proper pixel implementation, conversion event configuration, and UTM tracking across all campaigns.
• Manage third-party ad serving through Google Campaign Manager (CM360) and ensure accurate attribution across paid social and broader media programs.
• Build and maintain campaign performance reports; translate data into clear narrative insights and actionable recommendations for both internal stakeholders and clients.
• Develop post-campaign wrap reports that document results, learnings, and strategic recommendations for future campaigns.
• Establish and maintain testing and measurement frameworks including incrementality studies, brand lift studies, and conversion lift testing where applicable.
Process, Operations & Innovation
• Create and maintain internal and client-facing campaign tracking documentation, status reports, and workflow tools.
• Develop and implement scalable processes and playbooks for campaign setup, QA, optimization, and reporting that can be applied consistently across Walk-In Media’s account portfolio.
• Experience managing campaign workflows in Sprinklr or similar social automation/management platforms (optional skill, not required)
• Proactively identify operational inefficiencies and propose improvements to how the team manages paid social across accounts.
• Stay ahead of platform updates, algorithm changes, policy shifts, and industry trends; share knowledge regularly with the internal team.
Qualifications & Requirements
Experience
• 3–5 years of paid social media experience in an agency environment, managing campaigns across multiple clients simultaneously.
• Demonstrated expertise managing campaigns on Meta Ads Manager, LinkedIn Campaign Manager, TikTok Ads Manager, and Pinterest Ads.
• Proven track record of managing paid social budgets at scale and delivering measurable results against client KPIs.
• Experience managing client relationships directly, including leading calls, presenting performance, and navigating feedback professionally.
• Prior involvement in new business development or pitching paid social capabilities is a plus.
Technical Skills
• Full working knowledge of Microsoft Office Suite (Excel, PowerPoint, Word, Outlook) and Google Workspace.
• Proficiency in Google Campaign Manager (CM360) for ad serving and cross-channel attribution. (optional, not required)
• Experience with social automation or campaign management platforms (Sprinklr, Smartly, AdEspresso, or similar – optional, not required)
• Familiarity with pixel implementation, conversion tracking, UTM parameters, and tag management (Google Tag Manager preferred).
• Working knowledge of data visualization tools (Tableau, Looker, Google Data Studio/Looker Studio) is a plus.
• Experience with 3rd-party audience and data providers (LiveRamp, Acxiom, Oracle Data Cloud) is a plus.
Core Competencies
• Strategic thinker with the ability to connect channel execution to broader marketing and business objectives.
• Highly organized with exceptional attention to detail; able to manage multiple campaigns and deadlines simultaneously without sacrificing quality.
• Proactive and self-motivated—identifies problems before they escalate and brings solutions rather than just questions.
• Strong written and verbal communication skills; able to present complex data clearly to both technical and non-technical audiences.
• Mature, professional, and client-ready demeanor; comfortable representing Walk-In Media in high-visibility client situations.
• Innovative mindset—brings fresh ideas, challenges the status quo, and seeks out new approaches to audience strategy, creative testing, and performance optimization.
• Collaborative team player who works effectively across disciplines including creative, analytics, strategy, and account management.
Education
Bachelor’s degree in Marketing, Advertising, Communications, Business, or a related field preferred. Equivalent practical experience will be considered.
Preferred Certifications
• Meta Certified Media Buying Professional
• LinkedIn Marketing Labs Certification
• TikTok Ads Certification
• Google Analytics (GA4) Certification
• Google Campaign Manager Certification