Senior Paid Media Manager (Social)

We're looking for a Senior Paid Social Media Manager to own end-to-end paid social campaigns for Later Influence customers, with a focus on mobile app acquisition, in-app engagement, and broader performance marketing. Reporting to our Head of Paid Media within Later's Professional Services team, you'll manage sophisticated, high-budget campaigns across major social platforms and serve as the team's go-to expert on paid social strategies that acquire and engage mobile app users. You'll partner closely with Program Managers, Program Coordinators, Account Managers, and Services account leads to align campaign strategy with client goals, and you'll help build the Paid Media team's processes, capabilities, and best practices as the team grows. This is a high-visibility role for someone who combines a strong foundation in paid social media buying with hands-on experience developing, launching, optimizing, and measuring mobile app acquisition campaigns across platforms like Meta and TikTok. Agency experience and the ability to collaborate effectively across teams are strongly preferred.

Strategy & Planning

• Develop paid social strategies aligned to client business objectives, including customer acquisition, mobile app growth, engagement, and performance goals.
• Own creative and strategic direction, identifying the messaging, formats, audiences, and creative components most likely to improve campaign performance.
• Apply a strong understanding of the relationship between creative, audience targeting, campaign optimization, and mobile user behavior to improve acquisition efficiency.
• Partner with Account Managers and Services account leads to keep strategy aligned across campaign initiatives.
• Build training plans and share best practices that strengthen the team's knowledge of paid social and performance marketing.

Campaign Management & Execution

• Manage paid social campaigns end to end, including planning, setup, quality assurance, testing, measurement, reporting, and optimization across Meta Ads, TikTok Ads, LinkedIn Ads, YouTube Ads, Snapchat Ads, and other social platforms.
• Plan and execute campaigns across a range of objectives, including mobile app installs, user acquisition, in-app events and engagement, traffic, conversions, awareness, and influencer amplification.
• Develop and optimize mobile app acquisition campaigns focused on driving efficient, high-quality users and improving performance across metrics such as CPI, CPA, conversion rate, ROAS, and downstream app engagement.
• Manage large budgets and complex campaign structures while serving as Later's paid social subject matter expert in client and cross-functional conversations.
• Partner with Program Managers and Program Coordinators to guide ad messaging, creative assets, CTAs, audience strategy, and optimization opportunities.

Team & Collaboration

• Lead the education and training of team members on paid social strategy, campaign creation, implementation, optimization, and reporting.
• Contribute to the continued development of the Paid Media team's processes, capabilities, and best practices.
• Partner closely with Account Managers, Services leads, and cross-functional teams to keep client strategy and delivery aligned.

Data & Measurement

• Monitor and continuously analyze paid social performance across channels and campaign objectives.
• Evaluate mobile app acquisition performance using metrics such as installs, CPI, CPA, in-app events, conversion rates, ROAS, retention, and other downstream indicators of user quality.
• Translate complex campaign data into clear, actionable insights for clients and internal stakeholders.
• Build and present quarterly, monthly, or weekly performance reports with analysis and strategic recommendations for continual improvement.
• Partner with analytics and client teams to understand measurement, attribution, and the customer journey from ad exposure through app installation and post-install activity.
• Work within mobile attribution and measurement frameworks, including mobile measurement partners such as AppsFlyer, Adjust, Branch, or similar platforms.
• Maintain a current understanding of mobile privacy and attribution considerations, including Apple ATT, SKAdNetwork, and evolving platform measurement methodologies.

Experimentation & Optimization

• Lead a consistent experimentation and optimization process designed to continuously improve paid social performance.
• Design and execute structured tests across creative, audiences, bidding strategies, placements, campaign objectives, and optimization events.
• Use performance and downstream user data to identify opportunities to improve both acquisition efficiency and user quality.
• Drive new approaches to strengthen results across mobile acquisition and broader paid social campaigns.
• Identify opportunities to scale successful campaigns while maintaining performance goals.

• Within the first 90 days, you've audited existing paid social and mobile app acquisition campaigns, identified quick-win optimizations, and built trusted working relationships with Program Managers, Account Managers, and Services leads.
• By 6 months, your campaigns are consistently hitting or beating CPI, CPA, and ROAS targets, and you've implemented a structured testing framework across creative, audience, and bidding strategies.
• You're recognized as the team's paid social subject matter expert, regularly consulted on client and cross-functional strategy conversations, and actively developing team members' skills in paid social planning and execution.
• Within 12 months, you've helped scale successful mobile app acquisition programs across multiple clients and strengthened the Paid Media team's processes and best practices.

We are committed to building an inclusive, supportive place for you to do the best and most rewarding work of your career. If you identify with any of the following, we encourage you to apply!

• 6+ years of hands-on paid social media experience, with a proven track record of driving measurable performance results.
• Hands-on experience managing mobile app acquisition campaigns, particularly across Meta Ads and TikTok Ads, with direct responsibility for app installs, user acquisition, and/or post-install engagement.
• Executional expertise across paid social platforms, including Meta Ads, TikTok Ads, LinkedIn Ads, YouTube Ads, and Snapchat Ads.
• Experience managing large budgets and multiple complex campaigns simultaneously, with strong command of performance metrics such as CPI, CPA, ROAS, conversion rate, and in-app events.
• Familiarity with mobile attribution and measurement, including mobile measurement partners (AppsFlyer, Adjust, Branch, or similar), app event tracking, and privacy-related considerations such as Apple ATT and SKAdNetwork.
• Strong analytical, data-driven mindset, with experience using campaign and conversion data to identify opportunities for optimization and scale.
• Excellent communication and collaboration skills, with experience partnering across marketing, account, analytics, creative, and product teams.
• Strong project management skills and the ability to balance multiple priorities in a fast-paced environment.
• Bachelor's degree in marketing, business, or a related field (or equivalent experience).
• Ability to travel up to twice per quarter.
• Agency experience.
• Relevant certifications such as Meta Blueprint, Google Ads, or Google Analytics.

• **How we work:**
• We will do whatever it takes to win: We win when our customers and creators win. We bring full commitment to outcomes that matter, not just effort.
• We have no limit to our aspiration: We think big, push beyond what seems possible, and refuse to let conventional thinking set the ceiling.
• We are relentless: We keep going. Through ambiguity, setbacks, and competing priorities, we find a way forward.
• We deeply understand our business: If we don't have the knowledge, we figure it out. We take ownership of understanding how Later works and what drives results.
• We take our work seriously, but not ourselves: We bring rigor and accountability without ego, and we make space for each other to do our best work.

We take a market-based & data-driven approach to compensation. We leverage data from trusted third-party compensation sources to help us understand the market value of a role based on function, level, geographic location, and scope. We evaluate compensation bi-annually, including performance and market-related factors.

Our salaries are benchmarked against market Total Cash Compensation for the geographic location of our job posting. Compensation for some roles is structured as On Target Earnings (OTE = base + commission/variable) while for others it is structured as Salary only.

To comply with local legislation and ensure transparency, we share salary ranges on all job postings. Skills, experience and other factors help determine the final salary we offer which may vary from the original range posted.

Additionally, all permanent team members are eligible to participate in various benefits plans as part of their overall compensation package.

Salary Range:
$105-135k Base + Bonus

We have offices in Boston, MA; Vancouver, BC; Chicago, IL; and Vancouver, WA. For select positions, we are open to hiring fully remote candidates. We post our positions in the location(s) where we are open to having the successful candidate be located.

At Later, we are committed to fostering a culture rooted in an inclusion-first mindset at every level of the company, embracing the importance of hiring and building teams for culture add rather than culture fit. We openly build and maintain unbiased hiring, pay, and promotion practices to create a foundation for an equitable workplace, paving the way for systemic change. We are committed to creating a diverse environment and are proud to be an equal opportunity employer. All applications will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, national origin, disability, or age. Please let us know if you require any accommodations or support during the recruitment process.