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 ASPCAs 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 thats 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 ASPCAs mission.

• Ability to exemplify ASPCAs core values and behavioral competencies.

Language

• English (r