Senior Paid Media Manager (Social)

About this role

Later is the world’s most intelligent influencer marketing company, built to give brands the confidence to create unforgettable campaigns. By combining real creator relationships, trusted intelligence, and expert guidance, Later removes fear and guesswork from one of marketing’s most visible investments.

Built on a native, AI-powered platform and more than a decade of proprietary data—including billions of social interactions, impressions, and $2.4B+ in verified influencer-driven purchases—Later helps teams understand what will work before they launch.

By combining trusted insight with expert guidance, Later removes guesswork from influencer marketing, enabling brands to choose the right creators, execute fully managed campaigns, and drive meaningful growth across awareness, engagement, and revenue. Trusted by leading enterprise brands including Nike, Wayfair, Unilever, and Southwest Airlines, Later bridges creativity and performance so campaigns don’t just look good—they deliver results. Learn more at later.com .

About this position:

We're looking for a Senior Paid Social Media Manager to own end-to-end paid social campaigns for Later Influence customers, with a focus on mobile app acquisition, in-app engagement, and broader performance marketing. Reporting to our Head of Paid Media within Later's Professional Services team, you'll manage sophisticated, high-budget campaigns across major social platforms and serve as the team's go-to expert on paid social strategies that acquire and engage mobile app users. You'll partner closely with Program Managers, Program Coordinators, Account Managers, and Services account leads to align campaign strategy with client goals, and you'll help build the Paid Media team's processes, capabilities, and best practices as the team grows. This is a high-visibility role for someone who combines a strong foundation in paid social media buying with hands-on experience developing, launching, optimizing, and measuring mobile app acquisition campaigns across platforms like Meta and TikTok. Agency experience and the ability to collaborate effectively across teams are strongly preferred.

What you'll be doing:

Strategy & Planning

• Develop paid social strategies aligned to client business objectives, including customer acquisition, mobile app growth, engagement, and performance goals.

• Own creative and strategic direction, identifying the messaging, formats, audiences, and creative components most likely to improve campaign performance.

• Apply a strong understanding of the relationship between creative, audience targeting, campaign optimization, and mobile user behavior to improve acquisition efficiency.

• Partner with Account Managers and Services account leads to keep strategy aligned across campaign initiatives.

• Build training plans and share best practices that strengthen the team's knowledge of paid social and performance marketing.

Campaign Management & Execution

• Manage paid social campaigns end to end, including planning, setup, quality assurance, testing, measurement, reporting, and optimization across Meta Ads, TikTok Ads, LinkedIn Ads, YouTube Ads, Snapchat Ads, and other social platforms.

• Plan and execute campaigns across a range of objectives, including mobile app installs, user acquisition, in-app events and engagement, traffic, conversions, awareness, and influencer amplification.

• Develop and optimize mobile app acquisition campaigns focused on driving efficient, high-quality users and improving performance across metrics such as CPI, CPA, conversion rate, ROAS, and downstream app engagement.

• Manage large budgets and complex campaign structures while serving as Later's paid social subject matter expert in client and cross-functional conversations.

• Partner with Program Managers and Program Coordinators to guide ad messaging, creative assets, CTAs, audience strategy, and optimization opportunities.

Team & Collaboration

• Lead the education and training of team members on paid social strategy, campaign creation, implementation, optimization, and reporting.

• Contribute to the continued development of the Paid Media team's processes, capabilities, and best practices.

• Partner closely with Account Managers, Services leads, and cross-functional teams to keep client strategy and delivery aligned.

Data & Measurement

• Monitor and continuously analyze paid social performance across channels and campaign objectives.

• Evaluate mobile app acquisition performance using metrics such as installs, CPI, CPA, in-app events, conversion rates, ROAS, retention, and other downstream indicators of user quality.

• Translate complex campaign data into clear, actionable insights for clients and internal stakeholders.

• Build and present quarterly, monthly, or weekly performance reports with analysis and strategic recommendations for continual improvement.

• Partner with analytics and client teams to understand measurement, attribution, and the customer journey from ad exposure through app installation and post-install activity.

• Work within mobile attribution and measurement frameworks, including mobile measurement partners such as AppsFlyer, Adjust, Branch, or similar platforms.

• Maintain a current understanding of mobile privacy and attribution considerations, including Apple ATT, SKAdNetwork, and evolving platform measurement methodologies.

Experimentation & Optimization

• Lead a consistent experimentation and optimization process designed to continuously improve paid social performance.

• Design and execute structured tests across creative, audiences, bidding strategies, placements, campaign objectives, and optimization events.

• Use performance and downstream user data to identify opportunities to improve both acquisition efficiency and user quality.

• Drive new approaches to strengthen results across mobile acquisition and broader paid social campaigns.

• Identify opportunities to scale successful campaigns while mainta

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