Senior Digital & Social Performance Marketing Lead

We have ambitious plans to grow rapidly. Our entire ecosystem has been divided into 4 new positions. We are looking for people who have the knowledge and experience to join our team and take our 23 year old company to the next level.

Feel free to browse our 4 open positions, but do not apply to any if you do not have the experience required. Thanks you.

Here they are:

1. Senior Technical & Ecommerce SEO Lead
2. Off-Page SEO & Paid Search Performance Specialist
3. Creative Strategy & Advertising Content Lead
4. Senior Digital & Social Performance Marketing Lead

This ad is for position #4
4. Senior Digital & Social Performance Marketing Lead

Paid Social • Ecommerce Growth • Customer Acquisition • Retargeting • Lifecycle Marketing
Full-Time Permanent Position — 40 Hours Per Week
JOB OVERVIEW

We are a 23-year-old printing and manufacturing company looking for an exceptional Senior Digital & Social Performance Marketing Lead.

This is NOT a social-media posting position.
This is NOT a content-creator position.
We have separate employees responsible for creative production and staff who can assist with repetitive posting and routine engagement.

We are looking for the marketing brain.
You will be responsible for determining:

WHO we should market to.
WHAT we should market to them.
WHERE we should reach them.
WHEN we should reach them.
WHAT offer they should see.
WHAT stage of the buying journey they are in.
HOW much we should spend acquiring them.
HOW we bring them back if they don't purchase.
HOW we turn first-time customers into repeat customers.
WHETHER the marketing actually made money.

Our objective is not followers.
Our objective is profitable growth.

YOUR MISSION
Build a sophisticated digital customer-acquisition and retention engine capable of helping scale our company toward $10+ million in annual revenue.

No single employee can guarantee that revenue.

Your responsibility is to build, operate and continuously improve the digital-marketing systems that can help us get there.

The system should move customers through:

Awareness > Interest > Consideration > Visit > Lead/Cart > Purchase > Repeat Purchase > Referral

You will work closely with:

Creative Strategy & Advertising Content Lead
Technical/Ecommerce SEO Lead
Paid Search Specialist
Management
Sales/customer-service staff
Social-media VA's

1. DIGITAL MARKETING STRATEGY
Own the complete social/digital marketing strategy.

Determine how we should use:


Facebook
Instagram
TikTok
YouTube
Pinterest
LinkedIn

Email
SMS
Influencers
Creators
Customer lists
Retargeting
Marketing automation
Landing pages
CRM data

Do not advertise somewhere merely because it exists.

You must explain:

Why we're using it
Who we're targeting
What outcome we expect
How we're measuring it

2. CUSTOMER & MARKET SEGMENTATION
We sell products that can appeal to very different customers.

For custom shirts, examples may include:

Schools
Sports teams
Restaurants
Contractors
Churches
Companies
Events
Clubs
Nonprofits
Family reunions
Gyms
Retail businesses

For yard signs:
Realtors
Contractors
Landscapers
Schools
Events
Graduations
Businesses
Political campaigns where appropriate
Property services
Community organizations

These audiences should NOT all receive the same advertisement.

Develop distinct:
Audiences
Messages
Offers
Creative briefs
Landing pages
Retargeting
Follow-up

3. CUSTOMER PERSONAS & BUYING INTENT

Understand:
Who buys
Why they buy
What problem they're solving
How quickly they need it
What prevents them from buying
What competitors they're considering
What matters most: price, speed, quality, convenience, service or customization
How often they reorder
What else they may purchase

Turn customer knowledge into marketing strategy.

4. META ADVERTISING

You must be highly experienced with:
Meta Business Manager
Meta Ads Manager

Facebook Ads
Instagram Ads
Meta Pixel
Events Manager
Conversion API concepts
Custom audiences
Customer lists
Website audiences
Engagement audiences
Video audiences
Prospecting
Retargeting
Catalog ads where appropriate
Advantage+ tools where appropriate
Lookalike/similar audience strategies where available

You should know how to build campaigns from scratch and improve them over time.

5. TIKTOK MARKETING & ADVERTISING

Understand both organic TikTok behavior and TikTok Ads Manager.

Know how to:

Identify TikTok-native creative
Select objectives
Build campaigns
Develop audiences
Retarget
Test creative
Read performance
Use Pixel/Events data
Scale winners
Kill poor performers

Work closely with the Creative Lead to produce platform-native assets.

6. YOUTUBE

Develop opportunities through:

YouTube content
YouTube Shorts
Video advertising
Retargeting
Product demonstrations
Educational content
Customer-intent content

Determine which videos are brand-building and which are direct-response assets.

7. PINTEREST

Evaluate and utilize Pinterest when appropriate for visually driven products including:

Apparel
Signs
Design inspiration
Events
Weddings
Business branding
Promotional materials

Understand the difference between Pinterest content strategy and paid Pinterest acquisition.

8. LINKEDIN / B2B DIGITAL MARKETING

Develop B2B opportunities where economically justified.

Potential audiences include:

Companies
Marketing managers
Restaurants
Franchises
Schools
Organizations
Event companies
Contractors
Procurement teams

Determine when LinkedIn advertising makes financial sense and when organic outreach/content is more appropriate.

9. PAID SOCIAL MEDIA STRATEGY

Own:

Campaign architecture
Audiences
Objectives
Budgets
Placements
Bidding/optimization strategy
Prospecting
Retargeting
Testing
Scaling
Exclusions
Frequency
Creative rotation
Campaign analysis

The Creative Lead makes the creative.

You make sure the right creative reaches the right person.

10. CREATIVE BRIEFING

You must understand creative even though you are not our primary creative producer.

Example:

Instead of telling the Creative Lead:

"Make me five Facebook ads."

You should be capable of saying:

"We're targeting youth baseball-team managers. Price is not their biggest problem—ordering 15 different names and numbers correctly is. I want three 15-second videos built around simplifying team ordering. Give me one testimonial angle, one problem/solution angle and one demonstration."

THAT is marketing.

You provide the business/customer insight.

The Creative Lead turns it into excellent creative.

11. CREATIVE PERFORMANCE FEEDBACK

You will provide the Creative Lead with data.

Example:

Creative A:
High hook rate, low CTR.

Creative B:
Lower watch time but excellent purchase rate.

Creative C:
Strong CTR but terrible conversion rate.

Creative D:
Excellent ROAS but beginning to fatigue.

Your job is to interpret those results and request the next round of creative intelligently.

12. RETARGETING SYSTEMS

Build sophisticated retargeting journeys.

Examples:

Website visitor

Viewed shirt page.

> Shirt benefit advertisement.

Repeat visit

Still did not buy.

> Testimonial/social-proof advertisement.

Added to cart

Didn't purchase.

> Cart-recovery advertising + email/SMS.

Purchased

Remove from new-customer acquisition advertising.

> Cross-sell.

60/90/180 days later

> Reorder/win-back campaign where appropriate.

Different behavior should trigger different marketing.

13. FIRST-PARTY CUSTOMER DATA

Develop strategies around properly obtained customer data.

Segment by:

Product purchased
Purchase date
Frequency
Order value
Customer type
Geographic area
Lifetime value
Engagement
Lead vs. customer
Lapsed customer

Use appropriately on supported platforms for:

Customer Match
Custom audiences
Exclusions
Retention
Reorders
Cross-selling
Prospecting/modelled audiences where supported

Follow applicable privacy and platform requirements.

14. EMAIL MARKETING

Own email strategy and deployment.

Build automated flows such as:

Welcome

New subscriber> introduction > value > proof > offer.

Abandoned Cart

Cart > reminder > benefits > proof > incentive if justified.

Browse Abandonment

Visited repeatedly > relevant product reminder.

Post Purchase

Confirmation > education > review > cross-sell.

Reorder

Expected replenishment/reorder timeframe > reminder.

Win Back

Customer hasn't purchased recently > targeted return campaign.

VIP

High-value customer > special treatment/offers.

15. SMS MARKETING

Build compliant SMS programs for:

Abandoned carts
Promotions
Limited-time offers
Reorders
Product launches
VIP customers
Customer lifecycle campaigns

Avoid destroying customer trust through excessive messaging.

16. CROSS-SELLING & UPSELLING

Customers buying one product may need another.

Examples:

Business cards > flyers.

Yard signs > banners.

Custom shirts > signs.

Event printing > apparel.

Restaurant menus > uniforms/signage.

Develop data-driven cross-sell and upsell campaigns.

17. CUSTOMER LIFETIME VALUE

You must think beyond the first transaction.

Understand:

CAC
First-order value
Average order value
Purchase frequency
Repeat purchase rate
Customer lifetime value
Gross margin where provided
Payback period

Sometimes spending $100 to acquire a $75 first order can make sense.

Sometimes spending $20 to acquire a $75 order is terrible.

The answer depends on margin, repeat purchases and lifetime value.

Think like a business owner.

18. FUNNEL DEVELOPMENT

Create complete funnels.

Examples:

Social Ad > Landing Page > Purchase

or:

Video > Lead Form > Email/SMS > Quote ? Sale

or:

Educational Content > Retargeting > Product Page > Purchase

or:

Customer List > Reorder Offer > Purchase

Every campaign should have an intentional next step.

19. LANDING-PAGE STRATEGY

You do not need to code the pages.

You DO need to understand what makes them convert.

Recommend:

Headlines
Offers
Layout
Social proof
Videos
Reviews
Calls to action
Forms
Product presentation
FAQs
Urgency
Guarantees
Mobile improvements

Work with our SEO/web team on implementation.

20. OFFER STRATEGY

A great advertisement cannot always overcome a bad offer.

Develop and test:

Percentage discounts
Dollar discounts
Quantity breaks
Free shipping
Bundles
Free design assistance
Limited-time offers
First-order incentives
Reorder incentives
Referral offers
Volume pricing
Seasonal promotions

Measure actual profitability.

21. A/B AND MULTIVARIATE TESTING

Develop disciplined experiments around:

Creative
Hooks
Audiences
Offers
Landing pages
Headlines
CTAs

Email subject lines
SMS
Retargeting windows
Campaign structures

Do not change ten things and then claim you learned something.

Test intelligently.

22. MARKETING AUTOMATION

Design automated workflows using systems such as:

Zapier
CRM systems

Email/SMS platforms
Lead forms
Webhooks/integrations where available
ManyChat
Other automation platforms

Example:


Facebook Lead >

CRM >

Immediate SMS >

Immediate email >

Sales notification >

Follow-up >

Retargeting audience >

Conversion tracking.

23. CRM STRATEGY

Help organize customers/leads by:

Source
Product interest
Stage
Customer type
Purchase history
Value
Follow-up status

Marketing should become smarter as our customer database grows.

24. INFLUENCER & CREATOR MARKETING

Own the business side of influencer/creator campaigns.

You determine:

Which creators make sense
Audience fit
Expected economics
Compensation structure
Affiliate opportunities
Tracking
Offers/codes
Content usage rights
Performance

Creative Lead owns/supports creative direction.

25. ORGANIC SOCIAL STRATEGY

Our VAs can perform repetitive posting.

You determine:

Platform strategy
Posting priorities
Content mix
Frequency
Campaign themes
Promotions
Audience development
Growth opportunities

Do not spend your entire day manually posting.

Your value is strategy and growth.

26. SOCIAL MEDIA VA MANAGEMENT

Create documented systems our VAs can execute.

Examples:

Posting calendar
Group-posting instructions
Response templates
Escalation rules
Comment procedures
Lead-capture procedures
CRM entry procedures

Use lower-cost execution resources intelligently so your own time remains focused on high-value marketing work.

27. ANALYTICS & ATTRIBUTION

Understand:

GA4
Meta attribution
TikTok attribution
Platform attribution differences
UTMs
Conversion events
CRM source data
Call tracking
Post-purchase surveys where useful
First-touch vs. last-touch
Assisted conversions

Do not blindly believe one dashboard.

Understand how measurement works.

28. CORE PERFORMANCE METRICS

You should be highly comfortable with:

Revenue
ROAS
MER
CPA
CAC
CPL
Cost per purchase
Conversion rate
Average order value
Customer lifetime value
Repeat purchase rate
CTR
CPC
CPM
Frequency

Email revenue
SMS revenue

You must be able to explain these numbers to management in plain English.

29. BUDGET ALLOCATION

Recommend how marketing dollars should be distributed.

Example:

If Meta is producing 5X ROAS and TikTok is producing 1.2X, do not continue equal budgets because the original spreadsheet said so.

Evaluate:

Scalability
Incremental performance
Margins
Acquisition cost
Customer quality
Lifetime value
Seasonality

Move money intelligently.

30. SCALING

You must understand the difference between:

"A campaign works at $50/day" and: "We can profitably scale this campaign to $5,000/day."

Scaling requires monitoring:

Audience saturation
Frequency
CPA
Creative fatigue
Conversion rate
Inventory/capacity
Customer economics

31. COMPETITIVE INTELLIGENCE

Continuously study competitors.

Analyze:

Offers
Advertisements
Creative
Landing pages
Promotions
Social channels
Reviews
Positioning
Customer complaints
Influencers
Funnels

Email capture
Retargeting

Find gaps we can exploit.

32. NEW GROWTH OPPORTUNITIES

We expect you to continually ask:

"What aren't we doing?"

Examples could include:

New customer segments
New channels
Affiliate programs
Referral programs
Partnership marketing
Creator partnerships
Lead magnets
New funnels
Reorder programs
Loyalty
B2B campaigns
Geographic campaigns
Seasonal opportunities

We want proactive thinking.

WHAT YOU OWN

You OWN:

Digital marketing strategy
Social marketing strategy
Paid social
Audience strategy
Customer segmentation
Retargeting
Customer-list marketing
Campaign architecture
Media buying
Budget allocation
Funnel strategy
Offers

Email strategy
SMS strategy
Lifecycle marketing
Marketing automation
CRM marketing strategy
Influencer economics
Conversion analysis
Attribution
Social marketing reporting
ROAS/CPA optimization
Growth experiments
WHAT THE CREATIVE LEAD OWNS

The Creative Strategy & Advertising Content Lead owns:

Creative concepts
Scripts
Hooks development
Photography direction
Static advertisements
Video advertisements
Reels
Shorts
TikToks
UGC creative direction
Editing
Creative variations

You provide the marketing requirements.

They turn those requirements into exceptional advertising.

REQUIRED EXPERIENCE

We prefer 5+ years of serious digital/performance marketing experience.

You should have substantial experience with:

Meta Ads
Ecommerce
Paid social
Retargeting
Customer audiences
Conversion tracking

Email marketing
SMS marketing
Funnels
Analytics
Marketing automation
Campaign testing
Scaling

We strongly prefer candidates who have managed substantial real advertising budgets and can demonstrate revenue—not merely followers or traffic.

TO APPLY

Do NOT send a generic marketing cover letter.

Send:

1. PDF Resume
2. Advertising Results

Provide examples showing:

Spend
Revenue
ROAS
CPA
CAC
Leads
Purchases
Conversion rates

Explain exactly what YOU controlled.

3. Biggest Account

Tell us:

What company/product
Monthly spend
Platforms
Your responsibilities
Initial problem
What you changed
Result
4. Strategy Challenge

We want to sell custom dye-sublimated shirts nationwide.

Target possibilities include:

Schools
Sports teams
Restaurants
Businesses
Clubs
Organizations
Events

If you had a $10,000 initial test budget.

Tell us:

Which audiences you test first.
Which platforms you use.
How you divide the budget.
What creative you request from our Creative Lead.
What landing pages/funnels you use.
What conversion events you track.
How you retarget non-buyers.
How you market again to purchasers.
What results determine whether you scale or stop.
What you do after the first 30 days.
5. Diagnostic Challenge

A Meta campaign has:

Excellent video engagement
Excellent CTR
Cheap CPC
Almost no purchases

Tell us what you investigate and why.

6. Scaling Challenge

One advertisement produces a 6X ROAS at $100/day.

What do you do next?

We are looking for someone who thinks like a growth marketer and business owner.

Not someone who simply knows how to operate Ads Manager.