Sr. Paid Social Media Channel Manager

Description

At Shutterfly, we make life’s experiences unforgettable. We believe there is extraordinary power in the self-expression. That’s why our family of brands helps customers create products and capture moments that reflect who they uniquely are.

• Be the thought leader, subject matter expert, voice of what is happening with the social media landscape for the organization
• Build quarterly paid social strategy and quarterly plans to meet business objectives and forecast for each production category across two brands; Shutterfly and Snapfish
• Develop, manage, and execute social campaigns across multiple social platforms aligned with company performance goals across Shutterfly and Snapfish brands.
• Own the full campaign lifecycle, from ideation and strategy to launch, optimization, and performance analysis.
• Implement and manage audience targeting strategies (including custom audiences, lookalikes, retargeting and win-back) to reach the right consumers and maximize conversions.
• Partner with Integrated marketing to create content plan and test ad copy, creative, and ad formats (carousel, video, stories, etc.) to drive engagement and lead generation across Shutterfly and Snapfish product categories
• Lead creative briefing with integrated marketing to assure categories have the most effective creative by category for each social channel.
• Collaborate with stakeholder teams to align advertising strategies with market trends and target audience behavior.
• Master two attribution models across two brands, partnering with our Growth Analytics Team to optimize spend and ROI.
• Be the primary point of contact for platforms.  Provide performance feedback as well as strategic and tactical direction for teams working directly with platforms.
• Assure all taxonomy for frameworks is current and accurate to feed models for accurate tracking and optimization.
• Partner with internal and third-party partners on pixel management to ensure accurate measurement and data flow.

• Continuously monitor campaign performance and adjust bidding strategies, budgets, and targeting to optimize ROI.
• Lead quarterly testing roadmap for Social program to continuously grow the social program efficiently, including test design and leading a test with a platform and reporting out results.
• Leverage A/B testing to determine the most effective creative and messaging, ensuring constant improvement of campaign performance.
• Use data insights to scale campaigns while maintaining or reducing CAC and improving ROAS.
• Monitor attribution models to gain insights and action on growth opportunities
• Partner with GA team on channel opportunities.
• Stay current on Facebook and Instagram platform updates and algorithm changes to ensure all campaigns are running efficiently.

• Analyze campaign performance regularly and provide actionable insights to leadership, including reporting on key performance indicators (KPIs) such as lead volume, CPL, conversion rates, and ROAS.
• Develop and maintain detailed performance dashboards and present data-driven recommendations for future campaigns.
• Provide weekly and monthly performance reports that clearly communicate progress toward goals.
• Clearly communicate the “why” on performance, along with a bias for action that will drive results.

• Partner with Growth Analytics on revenue forecast for the channel, social frameworks and categories quarterly including ROAS and New Customer Goals.
• Establish weekly pacing by social platform, adjusting as needed based on performance
• Own the budget for social campaigns by platform, framework and category, ensuring efficient allocation and optimization of spend to maximize results across categories.
• Manage large advertising budgets with a focus on improving performance metrics.
• Develop and manage monthly, quarterly, and annual forecasts of channel performance that can be reported to the leadership team.

• Hiring and building a world-class team of performance marketers.
• Leading, coaching and growing the skillset of a social team at different levels of expertise
• Work closely with other media channel managers (Mass, Display) to ensure consistent cross-channel strategies.
• Partner with integrated marketing to prepare briefs.  Collaborate with creative team to guide the development of compelling, conversion-focused ad creative tailored to each platform.
• Collaborate with data analysts to leverage insights and optimize campaigns based on performance data.
• Partner closely with organic social team to align messaging and take advantage of opportunities across paid and organic channels.

• Proactively identify opportunities to leverage emerging features on Facebook and Instagram (e.g., Stories, Reels, Shopping).
• Share insights and knowledge with the broader team to support ongoing skill development.
• Stay current on industry trends, and opportunities for alpha and beta testing opportunities to advance the business.

• 8-10 years of experience managing social paid ad campaigns, preferably in a DTC performance marketing or lead generation environment.
• Proven track record of managing and optimizing large-scale, high-budget campaigns across Facebook Ads Manager and other social platforms.
• Deep understanding of Facebook Ads policies, tools (e.g., Ads Manager, Audience Insights, Pixel, Conversion API), and best practices.
• Influencer/Whitelisting expertise
• Looker, Improvado experience helpful
• Performance marketing experience in a data-driven organization that leverages attribution modeling.

Supporting a diverse and inclusive workforce is important to Shutterfly not only because it directly reflects our value of Embracing our Differences, but also because it’s the right thing to do for our business and for our people. We welcome all applicants and evaluate them based on their qualifications, without regard to age, race, creed, color, national origin, ancestry, marital status, affectional or sexual orientation, gender identity or expression, disability, nationality, sex, or other characteristic covered by law. Learn more about our commitment to Diversity, Equity, and Inclusion on our Career Site.