Performance Social Specialist at Publicis Groupe

• We are looking for a Performance Social Specialist who understands that the era of manual targeting is ending and the era of "creative as targeting" has begun. This is a role for a strategic practitioner who can navigate the complexities of the modern social ecosystem—balancing the art of thumb-stopping creative with the science of algorithmic optimization.
• You will not just be "running ads"; you will be engineering full-funnel growth architectures for high-value clients (e.g., Financial Services/Retail). You will be responsible for driving measurable business outcomes (Leads, Sales, ROAS) across Meta (Facebook/Instagram), TikTok, LinkedIn, and emerging platforms, ensuring our agency leads the market in signal resilience and creative performance.

Responsibilities

Strategic Campaign Architecture

• Full-Funnel Orchestration: Design and execute sophisticated paid social strategies that nurture users from discovery to conversion. Move beyond simple retargeting to build incremental growth frameworks using broad targeting and AI-driven campaign types.
• Multi-Platform Fluency: Manage complex budget allocations across a diverse mix (Meta, TikTok, LinkedIn, Snap/Pinterest), understanding the distinct role each platform plays in the user journey.
• Audience Strategy: Develop advanced audience structures, utilizing first-party data onboarding (Customer Match), lookalike modeling, and engagement-based retargeting to mitigate signal loss.

Creative Engineering & "Creative as Strategy"

• Creative Feedback Loops: Act as the bridge between media performance and the creative studio. You will not just traffic assets; you will analyze creative performance data to brief the design team on what works (hooks, pacing, formats).
• Asset Diversification: Champion the use of diverse formats (Reels/Short-form video, Carousels, Collection Ads, Instant Experiences) to maximize inventory liquidity and algorithm efficiency.
• Iterative Testing: Run rigorous A/B and multivariate tests on ad copy, headlines, and visual elements to crack the code on creative fatigue and extend ad lifespan.

Technical Measurement & Signal Resilience

• Data Integrity: Oversee the technical setup of campaigns, ensuring pixel placement, standard events, and custom conversions are tracking correctly before launch.
• Signal Resilience: Work with the data team to implement and monitor Conversions API (CAPI) and offline event sets to close the loop on attribution in a post-cookie/iOS14+ world.
• Catalog Management: Manage dynamic product feeds (DPA) for retail/commerce clients, ensuring high match rates and healthy feed diagnostics.

Commercial Optimization & Reporting

• Commercial Acumen: Translate "social metrics" (Engagement, Reach, CTR) into business metrics (Cost Per Acquisition, ROAS, Lift). You must be able to explain to a client why a high CPM might still yield a profitable CPA.
• Budget Fluidity: Proactively shift budgets between platforms and campaigns based on real-time performance data, ensuring zero wastage and maximum efficiency.
• Insight Generation: Produce weekly and monthly reports that go beyond "what happened" to explain "why it happened" and "what we do next."

Qualifications

• 5 years of dedicated Paid Social experience, managing substantial monthly budgets for performance-focused clients (E-commerce or Lead Gen preferred).
• Deep Platform Mastery:
• Meta Ads Manager: Expert level (Blueprint Certification is highly desirable).
• TikTok Ads Manager: Proficient in Spark Ads, Creator Marketplace, and Pangle.
• LinkedIn Campaign Manager: Experience with B2B targeting and lead gen forms.
• Analytics Proficiency: Solid understanding of GA4/ Adobe Analytics and how social traffic behaves on-site (bounce rates, assisted conversions).

Technical & Soft Skills

• The "Creative Brain": You don't need to be a designer, but you must understand the mechanics of video editing, aspect ratios, and visual storytelling for mobile-first consumption.
• Excel/Data Skills: Ability to utilize Pivot Tables and VLOOKUPs to merge platform data with backend sales data for deeper analysis.
• Adaptability: The social landscape changes weekly. You must be an avid learner who stays ahead of platform updates (e.g., changes to attribution windows, new ad formats).
• Consultative Communication: Ability to guide clients through complex discussions regarding privacy, attribution modeling, and the necessity of creative testing.