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Summary:
The ASPCA is seeking a strategic, data-driven leader to oversee and advance our paid social media and analytics capabilities. The Director, Social Media Advertising and Analytics will design and scale paid social media programs that grow awareness, drive engagement and maximize conversions while establishing a measurement framework to gather core insights from paid social campaigns to inform decision-making across the organization.
Reporting to the Senior Director, Social Media and Online Influencer Engagement Strategy, this role will serve as a key partner to the External Communications, Marketing, Development and Program teams; translating performance data into actionable paid social strategies that deepen audience connection and advance mission impact. The ideal candidate is both a performance marketer and a storyteller, equally comfortable optimizing campaigns in-platform and presenting clear, compelling insights to key stakeholders.
In addition to leading paid media strategy and analytics, this role will manage and mentor a Manager, Social Media Advertising Strategist and oversee budget allocation.
Who We Are
The Communications division works with key stakeholders to develop marketing and communications strategies, messaging, creative and content to engage audiences on priority issues to fulfill the ASPCA’s mission. Strategies are developed based on target audiences and organizational priorities across owned, earned and paid media and channels. ASPCA communications drive public awareness and engagement in our mission and impact, support our priorities and values, strengthen our brand, and advance our work.
What You’ll Do
The Director of Social Media Advertising and Analytics reports directly to the Senior Director, Social Media and Online Influencer Engagement Strategy and has one direct report.
Where and When You’ll Work
This is a hybrid position and will require one day a week on-site at the ASPCA’s 8th Avenue Office in New York City. Schedules are subject to change as needed by the ASPCA
Ability and willingness to travel up to 10% annually, as needed.
What You’ll Get
Compensation
Starting pay for the successful applicant will depend on a variety of factors, including but not limited to education, training, experience, location, business needs, internal equity, market demands or budgeted amount for the role. The target hiring range is for new hire offers only, and staff compensation may increase beyond the maximum hiring range based on performance over time. The maximum of the hiring range is reserved for candidates with the highest qualifications and relevant experience. The expected hiring salary range for this role is set forth below and may be modified in the future.
The target hiring range for this role is $125,000 - $133,000
Benefits
At the ASPCA, you don’t have to choose between your passion and making a living. Our comprehensive benefits package helps ensure you can live a rewarding life at work and at home. Our benefits include but are not limited to:
Affordable health coverage, including medical, employer-paid dental and optional vision coverage.
Flexible time off that includes vacation time, paid personal time, sick time, bereavement time, paid parental leave, and 10 company paid holidays that allows you even more flexibility to observe the days that mean the most to you.
Competitive financial incentives and retirement savings, including a 401(k) plan with generous employer contributions — we match dollar-for-dollar up to 4% and provide an additional 4% contribution toward your future each year.
Robust professional development opportunities including classes, on-the-job training, coaching and mentorship with industry-leading peers, internal mobility, opportunities to support in the field and so much more.
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 ASPCA’s 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 that’s 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 ASPCA’s mission.
- Ability to exemplify ASPCA’s core values and behavioral competencies.
Language
- English (required)
Education and Work Experience
- BA, BS or equivalent experience.
- Minimum of 7 years of experience in paid social media strategy or digital marketing
- Minimum of 3 years of experience developing marketing measurement frameworks and KPI dashboards to evaluate campaign effectiveness and business impact
- Minimum of 3 years of experience developing audience segmentation strategies and platform data to improve campaign performance
- Minimum 1 years of experience managing staff
Additional Information
- Must be available after business hours, on holidays and weekends, as required (on rotation)
Language:
EnglishEducation and Work Experience:
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