Director, Social Media Advertising & Analytics

Summary:

Responsibilities:

Responsibility buckets are listed in general order of importance. They include, but are not limited to:

Paid Social Advertising Strategy, Execution & Agency Management  

• Design, execute and scale paid social media campaigns across platforms including Meta, LinkedIn, TikTok, and X to drive awareness, lead generation and conversions. 

• Oversee and manage the ASPCA’s paid social media agency, providing strategic direction, reviewing deliverables and ensuring accountability for performance, efficiency and innovation. 

• Develop channel-specific strategies that align with broader communications, program and fundraising goals. 

• Stay current on platform capabilities, audience trends and emerging opportunities to continuously evolve strategy. 

Analytics, Measurement & Data Storytelling  

• Lead data collection and establish measurement frameworks, defining KPIs and success metrics across paid social efforts. 

• Translate performance data into clear, compelling reports and actionable recommendations tailored for key stakeholders across the organization. 

• Build reporting framework and regular performance cadences to ensure visibility into campaign results and insights. 

• Identify trends and opportunities that inform strategic planning and campaign optimization. 

Team Leadership & Cross-Functional Collaboration  

• Manage and mentor a Manager, Social Media Advertising Strategy, providing guidance, feedback and professional development opportunities. 

• Support your direct report by holding regular effective feedback conversations, career conversations, annual performance evaluations and ongoing check-in conversations with the team member on a cadence that’s appropriate for their role 

• Partner closely with the Marketing team, specifically the Director of Marketing and Audience Development, to align paid media strategies with audience growth, segmentation and marketing campaign goals. 

• Collaborate with Social Media, Creative, Marketing and Program teams to ensure paid efforts are integrated into broader campaigns and organizational initiatives. 

• Serve as a key connector across teams, ensuring paid social media insights inform strategy and execution. 

• Serve as an internal subject matter expert, educating stakeholders on best practices in paid social and performance analytics. 

Budget Management & Performance Optimization  
 

• Oversee and manage paid social media budgets, ensuring efficient allocation of resources to maximize ROI. 

• Monitor spend, pacing and performance to make real-time optimizations. 

• Forecast performance and provide strategic recommendations for investment levels across campaigns and channels. 

• Partner with Marketing team on budget allocations for integrated marketing campaigns. 

Testing, Experimentation & Optimization  
 

• Lead A/B testing and campaign experimentation across creative, messaging and audience targeting. 

• Develop and refine audience segmentation strategies to improve engagement and conversion performance. 

• Partner with internal teams to optimize end-to-end user journeys, including creative rotation and site performance considerations. 

Governance & Innovation  
 

• Evaluate, vet and implement new technologies to enhance campaign performance and reporting capabilities. 

• Ensure compliance with data privacy regulations, platform policies and ASPCA brand standards. 

• Establish and maintain governance processes for campaign execution, data integrity and reporting accuracy. 

Qualifications  

• Strong strategic and operational knowledge of paid social media advertising across major platforms (Meta, TikTok, LinkedIn, X, Reddit, etc.)  

• Deep expertise in analytics and performance measurement, with the ability to translate insights into actionable strategies. 

• Proven ability to manage and optimize multi-channel paid social media campaigns with measurable impact on KPIs such as engagement, lead generation and conversions. 

• Experience managing budgets and driving performance improvements through testing and optimization. 

• Familiarity with marketing technology platforms, analytics tools and emerging paid social technology solutions. 

• Excellent written and verbal communication skills, with the ability to present complex data clearly to diverse stakeholders. 

• Strong leadership and team management skills with experience mentoring direct reports. 

• Highly organized, detail-oriented and able to manage multiple priorities in a fast-paced environment. 

• Passion for animal welfare and alignment with the ASPCA’s mission. 

• Ability to exemplify ASPCA’s core values and behavioral competencies. 

Language 

• English (required) 

Education and Work Experience 

• BA, BS or equivalent experience.   

• Minimum of 7 years of experience in paid social media strategy or digital marketing 

• Minimum of 3 years of experience developing marketing measurement frameworks and KPI dashboards to evaluate campaign effectiveness and business impact 

• Minimum of 3 years of experience developing audience segmentation strategies and platform data to improve campaign performance 

• Minimum 1 years of experience managing staff 

Additional Information 

• Must be available after business hours, on holidays and weekends, as required (on rotation) 

Language:

Education and Work Experience: