• Develop paid social media strategies aligned with client goals and KPIs • Identify audience segments, targeting tactics and platform/channel mix (Meta, TikTok, LinkedIn, etc.) • Forecast budgets, reach and performance metrics • Set up, manage and optimize paid social campaigns across platforms and partners • Identify performance trends, optimization opportunities and monitor pacing and delivery to ensure efficiency and performance • Implement A/B testing for creative and audiences • Track and analyze campaign performance; provide actionable insights • Contribute to regular reports highlighting key metrics, learnings and recommendations • Partner with creative teams to ensure ad formats and messaging align with platform best practices • Work with analytics teams to refine measurement framework and attribution models • Stay current on platform updates, trends and emerging opportunities • Demonstrate a commitment to diversity, equity, and inclusion through continuous development, modeling inclusive behaviors, and proactively managing bias.