Senior Marketing Manager I, Paid Social

Overview

About the Role

Our Paid Marketing team is looking for a highly analytical marketer who moves fast and delivers quantifiable results to join our Performance Marketing Team. As a Sr. Marketing Manager, Paid Social, you will be the owner of our Paid Social program leading our approach on Meta, Snapchat, TikTok, and Pinterest. You will build and define our short-term and long-term strategies for our Paid Social channels while being responsible for managing the day-to-day execution and optimization for each channel. You will be the primary POC in partnering with the Platforms and our internal measurement and analytics teams for Paid Social programs. You will be responsible for planning and executing performance (and integrated) campaigns with the primary objective of acquiring new Instacart customers. You will be responsible for working with, and reporting to, senior leadership on a weekly basis on the status and performance of key paid marketing and growth programs. This is an incredible opportunity to make a significant contribution to the Marketing team at Instacart and to have a large impact on overarching company goals.

About the Team

Performance Marketing accelerates top line business growth by driving highly qualified traffic to Instacart properties via Paid, Owned and Organic channels, as efficiently as possible. We promote growth across each stage of our customer lifecycle by leveraging our earned channels (Email, Push, In-App, etc) as well as paid and digital channels (SEM, Paid Social, Connected TV, etc). 

About the Job 

• You will be responsible for developing the strategy of each Paid Social network based on its own unique capabilities building a roadmap of campaigns with different objectives to drive demand and customer acquisition for Instacart across Meta, Snapchat, TikTok, and Pinterest.
• Execute campaigns end-to-end, including but not limited to: campaign ideation, budget allocation, creative development, campaign builds, ongoing management/monitoring, goal pacing, optimization, and reporting.
• Optimize and monitor campaign performance continuously; drive rigorous and iterative experimentation roadmaps across elements such as creative, targeting, ad formats, bidding strategies, landing pages, etc. 
• Work closely with Data Science, Marketing Analytics, and MarTech on measurement, attribution, incrementality testing, capability requirements and measurement.
• Collaborate with internal teams and external parties to monitor and optimize campaigns based on daily, weekly, and monthly performance data and marketplace trends.
• Effectively communicate channel performance and test learnings to the broader marketing team and relevant stakeholders including senior leadership.
• Deliver against aggressive growth goals across a suite of metrics (CPA, ROI, ROAS, etc).
• Partner with our Brand Strategy and Creative teams to develop engaging, thumb-stopping, performant creative that both drives efficient growth and concurrently builds brand equity.

About You

Minimum Qualifications

• 8 years of total experience at least 5 years of hands-on-keyboard experience managing paid social campaigns across major platforms
• App-specific marketing experience with at least 3 years of experience running performance marketing for app-based brands (e.g. app install campaigns)
• A deep understanding of the technical implementation of performance marketing: Conversion APIs, pixels, MMPs, SKAN, SDKs, product feeds, etc.
• A strong analytical mindset with deep knowledge of attribution systems, AB testing, and incrementality.
• Expert in developing and scaling iterative testing roadmaps across creative, targeting, etc.
• Strong verbal and written communicator; can engage seamlessly across both technical and creative teams, as well as with leadership
• Proven track record of using qualitative and quantitative data to develop actionable insights and detailed understanding of cross-channel attribution.
• Data driven with strong analytical problem solving skills with a proven track record of using data to make decisions and ability to evaluate and optimize toward key business outcomes in terms of LTV, ROI, CPA etc.
• Bachelor’s degree

Preferred Qualifications

• Prior experience working with large product catalogs (1M+ SKUs)
• Knowledge of Meta Business Partners (Smartly, ActionIQ, etc)
• Experience working in the on-demand economy 
• SQL experience
• Experience in a startup or high-growth company