Senior Media Specialist, Paid Social

1. OVERVIEW AND EXPECTATIONS

Our people are at the core of our business - we aim to provide each employee with a clear professional development path at Inizio Evoke Comms so they can succeed in each role. Before advancing to the next level, it is expected that employees have mastered the tasks at their current level and have already started working at, or become proficient at, certain skills/responsibilities of the next job level. Each employee is evaluated on an individual basis, so some employees may spend more or less time in certain roles, which is to be expected. Focus areas for progression to the next level are indicated at the end of this document.

1. JOB SUMMARY

The Paid Senior Social Media Specialist will s responsible for supporting paid social media programs across client accounts, executing campaigns, and optimizing performance. This role provides an opportunity to work closely with internal teams, and external partners to deliver impactful paid social media programs. You will also begin to take a greater role in strategy and have more frequent interactions with clients. You will manage paid social media initiatives, from strategy to execution, including campaign setup, monitoring, and performance analysis. You will also collaborate with the creative team to develop ad content and ensure compliance with regulatory guidelines. Typically, the Senior Social Media Specialist:

• Supports 2-4 client/project teams
• Typically has 2-5 years relevant experience
• Manages assigned projects with minimal supervision
• Reports to the Director or Vice President

1. QUALIFICATIONS

• Bachelor’s degree, preferably in communications / marketing / advocacy / digital / social media
• 2-5 years’ communications or related marketing / advocacy / digital / social / health experience; partnership, US/global health issues or health product communications experience preferred
• Proficient in major social platforms (Facebook, Instagram, LinkedIn, YouTube, TikTok, Reddit, X), with deep knowledge of ad formats, features, and optimization tools
• Experienced in planning and executing paid social campaigns end-to-end: audience creation, ad development, budgeting, and performance tracking
• Skilled in advanced targeting strategies, including first-party interest-based targeting, custom, lookalike, and retargeting
• Strong analytical abilities; comfortable using social ad tools and analytics platforms (e.g., Meta Ads Manager, LinkedIn Campaign Manager, Google Analytics, Khoros)
• Experience writing paid social project briefs, collaborating on paid social strategy and integrating paid social into broader communication plans
• Highly organized, adaptable, and detail-oriented with excellent communication skills
• Creative thinker, resourceful and proactive problem-solver with agency experience preferred
• Bonus if you have…
  • Familiarity with Google Ads, paid search, and HCP platforms (e.g., Sermo)
  • Understanding of patient and HCP personas and the nuances of targeting
  • Knowledge of healthcare industry regulations (FDA, FTC) and MLR processes
  • Experience writing ad copy
• Passionate about improving lives through innovations in health

1. KEY RESPONSIBILITIES

CLIENT PARTNERSHIP

• Provides paid social media support on multiple client accounts
• Collaborates with internal teams to align paid social media efforts and contribute to overall strategy
• Develops and executes paid social media strategies across multiple client accounts
• Creates drafts of client documents including paid social media briefs, results reports, paid ad content, etc., and proofs all documents for thoroughness and accuracy before providing to other team members for review
• Manages paid social campaigns, including audience targeting, budget allocation, and optimization
• Develops robust audiences to effectively reach key target markets utilizing first-party interest-based targeting, custom, lookalike, retargeting, and third-party
• Analyzes performance data and provides actionable insights to improve campaign effectiveness
• Supports reporting efforts by developing campaign performance summaries with key takeaways and recommendations
• Ensures compliance with regulatory guidelines and platform best practices
• Manages vendor relationships and liaises with platform representatives to stay updated on trends and best practices

LEADERSHIP AND TEAMWORK

• Displays an ongoing willingness to gain knowledge and make significant contributions to the team to enhance paid social media expertise across the agency
• Demonstrates initiative and resourcefulness and attempts to work through issues collaboratively or independently as appropriate
• Provides mentorship and guidance to junior team members on paid social strategies and best practices
• Encourages and responds to feedback from manager and team members
• Demonstrates flexibility in working across teams, able to adapt to project needs, different team working styles, etc.
• Effectively partners with account teams to meet client needs, clearly communicating project objectives, direction and timing
• Ability to work quickly and effectively under pressure, flourishing in a fast-paced environment
• Actively supports company values and an inclusive culture

EFFECTIVE COMMUNICATION

• Ensures accuracy of all written projects, including grammar, fact-checking, adhering to platform best practices and referencing documents as needed
• Develops paid social media campaign briefs outlining strategy, targeting, creative approach, and budgets
• Communicates campaign insights and recommendations clearly to internal teams and clients
• Ensures accuracy in campaign setup, launching error-free campaigns, monitoring, optimizing and reporting
• Maintains strong relationships with internal and external stakeholders to facilitate smooth execution of paid campaigns
• Strong analytical skills to carry out a metrics-driven approach to campaign strategy, audience creation and ad content
• Takes opportunities to lead in client interactions to further develop client communications skills

BUSINESS DEVELOPMENT & OPERATIONS:

• Participates in new business brainstorming and contributes to proposal development for paid social media opportunities
• Continuously researches the evolving social media landscape to stay ahead of trends, new advertising features, and platform changes
• Ensures platform resources are up to date
• Assists in educating internal teams and clients on the value of paid social media and emerging opportunities
• Supports financial tracking of paid media campaigns, including billing and invoicing
• Takes the initiative in seeking training on company processes/procedures