Paid Marketing Manager - Social

About TEGNA TEGNA Inc. helps people thrive in their local communities by providing the trusted local news and services that matter most. With 64 television stations in 51 U.S. markets, TEGNA reaches more than 100 million people monthly across the web, mobile apps, streaming, and linear television. Together, we are building a sustainable future for local news. This role can be carried out in Washington DC or New York City. About the Role: We’re seeking a highly skilled Paid Marketing Manager - Social with deep hands-on experience in scaling social media campaigns and a strong background in creative development and testing. This role requires someone who has an extensive understanding of the paid social ecosystem, including campaign strategy, execution, and performance optimization. The ideal candidate will have experience placing and managing media buys on platforms like Facebook, Instagram, TikTok, LinkedIn, and others, with the ability to deliver measurable results. Responsibilities: Campaign Strategy and Execution: Develop and implement paid social media strategies that align with broader marketing objectives, focusing on driving traffic, engagement, and conversions. Plan, execute, and manage paid media buys across platforms, including Facebook Ads Manager, TikTok Ads, LinkedIn Campaign Manager, and emerging social platforms. Set up campaigns with detailed targeting parameters, budgets, bidding strategies, and creative variations. Monitor campaigns daily to ensure performance goals are met, adjusting bids and strategies as needed. Creative Development & Testing: Partner closely with internal creative teams to concept, brief, and develop high-performing assets tailored for social and cross-channel use. Provide data-driven insights to influence creative direction, messaging, and visual strategy. Build structured A/B and multivariate testing roadmaps, including creative rotations, variant testing, messaging frameworks, and placement-level analyses. Translate testing results into actionable creative and channel recommendations. Performance Optimization & Analysis: Monitor pacing, CAC/CPA efficiency, ROAS, retention, and device-level performance daily. Analyze in-platform metrics and downstream engagement to optimize budgets, bids, audiences, and creative mix. Work with analytics teams to refine dashboards, measurement strategies, and attribution frameworks. Run experiments across audiences, creatives, and placements to systematically improve efficiency. Cross-Functional Partnership: Collaborate with analytics, product, engineering, and creative teams to align efforts across acquisition, retention, and monetization. Influence creative and product roadmaps through insights and performance trends. Communicate findings and recommendations clearly to leadership and peer teams. Operational Excellence: Ensure accurate campaign setup, trafficking, tagging, and QA across all social campaigns. Maintain documentation of campaign learnings, testing frameworks, and optimization decisions. Ensure data integrity across MMPs, attribution systems, and platform dashboards. Qualifications : 5+ years of experience managing paid social media campaigns. Proficiency in using social media ad platforms, including Facebook Ads Manager, TikTok Ads, LinkedIn Campaign Manager, Pinterest Ads, and others. Deep understanding of paid social media’s role within the broader digital marketing landscape. Knowledge of audience segmentation, retargeting strategies, and full-funnel paid social tactics. Experience working closely with creative teams to develop high-performing assets. Strong understanding of creative testing principles, A/B methodology, and the creative optimization cycle. Sharp analytical mindset with experience reading dashboards, performance reports, and attribution data. Excellent communication skills with the ability to simplify complex findings. Capable of thriving in a fast-paced, multi-project, high-growth environment. Experience with cross-dev…