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Senior Paid Social Media Manager

3 months ago

Canada, CA Lastpass Full time

LastPass is looking for a Senior Paid Social Manager

We are seeking a dynamic and experienced Senior Paid Social Media Manager to join our team. The ideal candidate will have a background in managing paid social media campaigns and PPC campaigns across review site listing with expertise in SaaS, PLG, and e-commerce, along with a proven track record of growing a B2B trial motion through all paid social media channels with positive ROI, low CAC and high ROI. Must have deep knowledge of advanced targeting strategies and capabilities by platform to support Trial motion, Demand Generation and ABM.

If you are passionate about complex problem solving and motivated by scale, then this is the role for you

Who will you work with?

Lead Paid Social Media and Review listing PPC strategy and performance, providing guidance and support to drive excellence and results. Collaborate closely with internal teams, including sales, Web and analytics, to align paid media efforts with overall business objectives.

What are some of the exciting challenges you will be working on?

  • Paid Social Media Management: Strategically manage and optimize six-figure paid social media budgets across various platforms.
    1. Including hands on keyboard, set-up, optimizations, daily management, weekly and monthly reporting.
    2. Understands performance metrics by channel, ad type and associated benchmarks by funnel metric to guide performance.
  • Develop and implement advanced social targeting and bidding algorithm techniques: drive low Customer Acquisition Cost (CAC) and high Return on Investment (ROI) for B2C and B2B trials and hand raisers at scale.
    1. Including testing strategies against audiences including geo hold our and lift test.
  • Performance Forecasting: Forecast performance metrics by segment, audience, geography, and Cost Per Acquisition (CPA), CAC, ROI and LTV.
    1. Utilize data to guide decision-making and strategic planning to ensure return on ad spend investments.
    2. Forecast performance and identify opportunities for scaling campaigns while maintaining profitability.
  • Creative Strategy Guidance: Collaborate with creative teams to develop high-performing creative strategies.
    1. Deep understanding of creative type and performance by channel and strategies.
    2. Including motion, video and UGC.
    3. CTA by ad type and performance metric.
  • Advanced Testing Strategies: Execute and analyze creative testing strategies to identify the best-performing ads.
    1. Lead the creation, testing, and optimization of ad creatives to maximize engagement and conversion rates.
  • Conversion Rate Optimization: Optimize paid landing pages to drive peak performance and improve conversion rates.
    1. Implement advanced conversion rate optimization techniques for trial conversions.
    2. Familiar with CRO tools and reporting to improve CVR.
  • Develop and execute comprehensive paid media strategies to drive the growth of B2B Trials and Hand Raisers and drive acquisition across both B2B and B2C e-commerce in multiple digital channels.
  • Lead the media planning process, including audience targeting, channel selection, and budget allocation.
  • Stay updated on industry trends, best practices, and new technologies to continuously improve campaign performance and efficiency.
  • Provide regular reporting and analysis of campaign performance, highlighting key insights and recommendations for optimization.
  • Implement machine learning for automated bidding and LTV Key Responsibilities.

What does it take to work at LastPass?

  • Proven expertise and experience driving and managing paid media, Paid social media, PPC for a high-volume B2B trial motion.
  • Must have experience in both B2C e-commerce and B2B SaaS.
  • Advanced knowledge of third-party bidding tools predictive modeling and real-time bidding algorithm.
  • Experience in Paid Social, Pay Per Click and digital marketing, with a focus on paid media management.
  • Proven expertise in managing six-figure cross-channel budgets and delivering measurable results.
  • Strong understanding of digital advertising platforms, including Facebook Ads, Instagram Ads, LinkedIn Ads, TikTok ads, Pinterest Ads, Review site listing, Google Analytics etc.
  • Experience with SaaS (Software as a Service), PLG (Product-Led Growth), and e-commerce platforms.
  • Demonstrated ability to develop and execute strategic media plans that drive business growth.
  • Excellent analytical skills with the ability to interpret data, analyze trends, and draw actionable insights.
  • Exceptional communication and leadership skills, with the ability to inspire and motivate teams to achieve goals.
  • Detail-oriented with a passion for continuous learning and improvement in the digital marketing space.
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