Senior Digital & Social Performance Marketing Lead

TYPE OF WORK

Any

WAGE / SALARY

Depends on knowledge

HOURS PER WEEK

40

DATE UPDATED

Sep 19, 2026

JOB OVERVIEW

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.

SKILL REQUIREMENT

Performance Marketing
Social Media Marketing
Digital Marketing

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