Manager Paid Social Strategy

Job Description
- You will be working on a flexible hybrid schedule as part of Fidelity’s dynamic working arrangement._
- Current work authorization for Canada is _required_ for all openings._

Who We Are

At Fidelity, we’ve been helping Canadian investors build better financial futures for over 35 years. We offer individuals and institutions a range of trusted investment portfolios and services - and we’re constantly seeking to find new and better ways to help our clients. As a privately owned company, we boldly embrace innovation in all areas as we continue to grow our business into the future.
- Working with us means you’ll be part of a diverse and dedicated group of people who make a real difference for our clients and communities every day. You’ll have a wide range of opportunities to grow and develop your career in an inclusive environment where you’ll feel valued and supported to be your best - both personally and professionally.
- What We Do

The Manager, Paid Social Strategy is responsible for leading the development, execution, and optimization of paid social media campaigns that support Fidelity Investments’ brand and business objectives. This role will focus on building platform-specific strategies across key social channels (e.g. Meta, LinkedIn, TikTok, YouTube, Reddit, amongst others), ensuring content is tailored for performance, and driving measurable outcomes.

Working closely with the Director of Advertising, media and creative agency partners, and internal teams—including creative, content marketing, analytics, and digital marketing—the role will oversee the end-to-end paid social strategy. This includes briefing and optimizing creative assets, managing budgets across platforms, monitoring campaign performance, and delivering actionable insights to improve effectiveness.

The role requires strong collaboration with the Advanced Analytics and Digital Marketing teams to assess performance, test new formats and audience strategies, and ensure alignment with broader media and business goals. Additionally, this position will help manage paid social budgets and coordinate with finance and compliance partners to ensure accuracy and governance.

What You Will Do
- Lead paid social strategy & planning- Partner closely with the Creative Director, Director of Advertising, Advertising Manager, and Content Marketing teams to align paid social strategy with creative direction and campaign goals.- Develop detailed, platform-specific paid social briefs for agency partners that reflect brand and performance objectives.- Collaborate with internal stakeholders to ensure paid social campaigns support both brand awareness and acquisition goals, with a focus on driving measurable KPIs.- Use tools like Adobe Analytics and other data platforms to uncover audience insights and inform targeting strategies for key investor segments.- Leverage both internal and external data to ensure paid social plans are grounded in performance learnings and behavioral trends.- Work cross-functionally with Market Research, Content Marketing, and Digital Experience teams to develop content-led paid social campaigns, including optimizing landing pages and user flows to improve conversion and engagement.- Manage agency relationships to ensure the right media mix, budget allocation, and platform strategy are in place to meet campaign objectives and deliver strong performance across all paid social channels
- Manage and develop a high-performing social team- Lead a team of paid social specialists and content creators, fostering a collaborative, high-performance culture.- Set clear goals, providing mentorship, conducting regular check-ins, and supporting professional development.- Ensure the team is aligned on priorities, empowered to innovate, and accountable for results
- Operational expertise- Bring deep expertise in social media platforms, trends, and best practices to guide creative development, audience targeting, and platform innovation.- Stay current on emerging formats, algorithm changes, and user behavior to ensure Fidelity’s paid social presence remains competitive and relevant.
- Budget reconciliation and management- Using Fidelity processes, ensure timely payment of all paid social advertising purchases- Work with external partners to ensure timely invoicing, monthly reconciliation of billing and payments- Work closely with Director, Advertising to ensure paid social budget stays on track ensuring accurate pacing, efficient spend, and alignment with finance protocols. This includes forecasting and reallocating based on performance.- Assist the Director of Advertising to create business cases and approvals for ongoing and new paid social spend.
- Execute against annual business plan- Developing strategic presentations to obtain buy-in and alignment from the executive team and key stakeholders- Contribute to the creation of the annual business planning process, by providing strategic insights, anticipating environmental chang