The Role
The Paid Social Marketing Manager drives the strategy and execution of paid social campaigns, manages budgets, collaborates across teams, analyzes performance, and produces reports to ensure effective lead generation and ROI.
Summary Generated by Built In
ABOUT EMPOWERLY
Empowerly is a fast-growing ed-tech company on a mission to empower students to become the most successful version of themselves. Our platform combines expert college counseling with proprietary tools like the Empowerly Score™, offering families a 360° view of their child’s college readiness — across academics, essays, and extracurriculars.
We’ve raised $30 million from top-tier investors including Goodwater Capital, Conductive Ventures, FJ Labs, Scrum Ventures, Translink Capital, Azure Capital Partners, and Spero Ventures.
Empowerly is a founder-led company that has grown through SEO-driven performance marketing. We’ve now invested heavily in scaling a diversified GTM motion across Sales, Events, B2C, Partnerships, and Business Development and we’re looking to grow our revenue by 150–200%+ in the coming phase. This role will be critical to helping us make that leap.
We operate on a remote-first basis, building a team of individuals who excel in remote environments and are passionate about making high-quality college counseling accessible to all students, regardless of their background or location.
ABOUT ROLE
You’ll own paid social end to end and be trusted to turn ad spend into real student and family outcomes. This role is built for someone who genuinely enjoys the entire funnel, from the first moment a parent or student sees an ad, to a qualified lead, to a booked counseling session, and ultimately to enrollment. You understand that performance is not just about clicks or cost per lead, but about lead quality, velocity, and long term impact on the business.
You’ll be responsible for setting the paid social strategy, managing meaningful budgets, and deciding where and how to invest for sustainable growth. You’ll work closely with creative, data, product, and brand partners to shape messaging, testing roadmaps, and channel expansion, using insights to inform everything from creative direction to attribution models. Experimentation will be core to your work, with continuous testing across audiences, creative, formats, and funnel stages to drive incremental improvement and scalable wins.
This role is ideal for someone who thrives in a remote, results driven environment, is comfortable operating with ownership and autonomy, and enjoys translating complex data into clear, actionable decisions for leadership. If you get energized by building systems that reliably generate high quality leads, improving conversion from interest to action, and knowing your work directly helps families navigate one of the most important decisions of their lives, this role will feel both challenging and deeply meaningful.
Location: Remote
- Preference to work in PST Time Zone
- Business travel as needed
Strategy and Leadership
- Develop and Own the Paid Social Strategy: Architect a multi-year strategy across platforms (e.g., Meta, TikTok, Pinterest, Youtube, Reddit, LinkedIn) to meet ambitious lead generation and return on ad spend (ROAS) targets across all funnel stages.
- Budget Management: Oversee the paid social budget, ensuring optimal allocation and forecasting across channels, campaigns, and audience segments for maximum efficiency and scale.
- Cross-Functional Collaboration: Partner closely with Creative, Data, Engineering, and Brand teams to align paid social efforts with product launches, promotional calendars, and overall brand narratives.
Execution and Presence
- Advanced Campaign Management: Design, execute, and optimize highly complex and large-scale paid social campaigns from awareness through conversion (full-funnel strategy).
- Measurement & Attribution: Own the measurement framework for paid social. Drive innovation in attribution, LTV modeling, incrementality testing, and deep-dive performance analysis to uncover new opportunities. Experience with Events Manager and CAPI is essential.
- Creative Strategy: Define the data-backed creative requirements (videos, statics, copy) necessary for campaign success and collaborate with the Creative team to drive the testing roadmap.
- Testing Framework: Build and scale a robust A/B testing program. Continue to evolve ad copy, test new calls-to-action, etc.
- Targeted Lead Generation: Develop sophisticated targeting and retargeting strategies to reach prospective students and parents based on demographic data, career interests, and academic needs.
- Platform Innovation: Stay ahead of all major platform changes, ad format updates, privacy shifts (e.g., iOS changes), and competitive landscapes to maintain a strategic advantage.
Reporting and Analysis
- Executive Reporting: Prepare and present regular performance readouts and strategic recommendations to senior leadership, translating complex data into clear business insights.
- Deep-Dive Analysis: Utilize tools (e.g., Google Analytics, Tableau, HubSpot) to conduct sophisticated analyses of campaign performance, identifying drivers of growth and areas for efficiency improvement.
- Attribution & Quality: Conduct deep-dive analyses linking paid social spend to final enrollment outcomes, focusing on the quality and velocity of leads delivered to the counseling team.
Qualifications and Requirements
- Bachelor’s degree in Marketing, Business, Economics, or a related field.
- 7-9+ years of progressive, hands-on experience managing large-scale paid social budgets ($250k+/mo), preferably in a fast-paced B2C or B2B growth environment (e-commerce, SaaS, subscription).
- Deep Expertise: Proven mastery of Meta Ads Manager, including advanced knowledge of bidding strategies, custom/lookalike audiences, and CAPI implementation and troubleshooting.
- Analytical Prowess: Exceptional analytical skills comfortable working with large datasets, and advanced proficiency in Excel/Sheets and business intelligence tools (e.g., Tableau, Looker).
- Testing & Optimization: A track record of developing and executing rigorous A/B and multivariate testing frameworks (audiences, creative, bidding, landing pages).
- Communication: Excellent verbal and written communication skills, with the ability to communicate technical concepts to non-technical stakeholders.
Empowerly Characteristics
- Believes in our mission and cares about what we’re trying to achieve
- Excellent communicator – written and oral
- Analytical – can find meaning in numbers, and be a data-driven decision-maker
- Excellent time management and organizational skills
- Adept at learning web-based tools
- Resourceful
- Figures out how to achieve results creatively with finite resources
- Thrives in a nimble, lean, unstructured, fast-paced startup
- Works collaboratively and energetically
- Self-aware, accepting, honest, open, polite and respectful of others
- Ability to have and debate an opinion, but with maturity to present a unified front once a decision is made
- An undying commitment to personal growth and development
- Delights in delighting customers
What does Empowerly offer?
A great deal of your fulfillment at any company is determined by the extent to which the values of the people and the organization align with your own. It’s hard to assess culture from the outside and most companies are not good at describing their own nature. (How do fish describe water?) They also have incentives to say things that sound attractive rather than things that are true. We’ve tried to assemble characteristics. This is our best attempt to share an honest description of our culture today. We hope you find it useful in deciding whether Empowerly is the kind of place in which you’d like to spend your time.
Top Skills
Excel
Google Analytics
Hubspot
Looker
Meta Ads Manager
Sheets
Tableau
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The Company
What We Do
Empowerly is designed to make college admissions guidance accessible to all through data-driven education technology. Our platform uses algorithms and human expertise to match students with their best-match counselors who will assess their applicant competitiveness at top U.S. colleges and universities. We empower students with the tools they need to successfully navigate the complexities of college preparation, program acceptance, and beyond.
