Paid Social Specialist — Cybersecurity/AI, all regions - 18424 P-AS

• Develop and help execute the paid social strategy across LinkedIn Ads and Meta Ads, aligned to pipeline targets, brand awareness goals, and the enterprise cybersecurity buying journey
• Architect full-funnel campaign structures covering top-of-funnel awareness, mid-funnel consideration, and bottom-funnel conversion and retargeting segments
• Define channel roles clearly LinkedIn as the primary B2B pipeline driver, Meta as a complementary retargeting and awareness channel and allocate budget accordingly
• Partner with demand generation and ABM team members to ensure paid social programs are coordinated with broader go-to-market motions, including targeted account lists and intent signals

• Build and manage precise audience segments on LinkedIn using job title, seniority, function, company size, industry, and skills targeting with a focus on reaching security and IT decision-makers at mid-market and enterprise accounts
• Develop and maintain LinkedIn Matched Audiences, including contact list uploads, account list targeting (ABM), website retargeting, and lookalike audiences
• Leverage Meta's audience tools Custom Audiences, Lookalikes, and interest/behavioral targeting to reach cybersecurity professionals and re-engage existing pipeline
• Integrate intent data platforms ( Bombora, Demandbase) into audience segmentation strategies to prioritize in-market accounts
• Continuously refine audience segments based on performance data, engagement signals, and CRM feedback on lead quality

• Write and develop persona-specific ad copy tailored to enterprise security buyers, communicating technical credibility, business impact, and urgency in concise, platform-native formats
• Brief and collaborate with the design team on static, video, carousel, and document ad creative providing clear direction on messaging hierarchy, visual tone, and CTA strategy
• Develop and manage ongoing creative testing frameworks across formats (single image, video, carousel, document ads, Conversation Ads, Thought Leader Ads) and messaging angles
• Ensure ad creative and copy are tightly aligned with landing page messaging and downstream conversion experience

• Own budget allocation across LinkedIn and Meta campaigns, making data-driven decisions to maximize return on ad spend (ROAS) and minimize cost per qualified pipeline
• Manage bidding strategies across both platforms including LinkedIn's Maximum Delivery, Target Cost, and Manual CPC bidding, and Meta's Advantage+ and manual bid cap options adjusting based on performance signals and funnel stage
• Conduct regular pacing reviews to ensure budgets are on track and funds are shifted proactively toward top-performing campaigns and audiences
• Monitor frequency, reach saturation, and audience overlap to combat ad fatigue and maintain campaign efficiency at scale

• Connect paid social activity to CRM pipeline data (Salesforce, HubSpot) to track MQL, SQL, and closed-won revenue influenced by LinkedIn and Meta campaigns
• Build and maintain performance dashboards that surface the metrics that matter cost per MQL, cost per pipeline, influenced revenue, and ROAS not vanity metrics
• Deliver weekly performance reports and monthly strategic reviews to marketing leadership with clear insight into performance trends, audience findings, and recommended optimizations
• Partner with marketing ops to maintain UTM taxonomy, lead scoring alignment, and multi-touch attribution models across paid social channels Testing & Continuous Improvement
• Maintain a structured, ongoing testing roadmap covering audience segments, ad formats, creative concepts, copy angles, CTAs, and landing page pairings
• Evaluate and pilot new LinkedIn and Meta ad products as they become available (e.g., LinkedIn Thought Leader Ads, Meta Advantage+ campaigns, LinkedIn Conversation Ads)

• 5+ years of hands-on paid social management experience, with a proven track record of generating qualified B2B pipeline
• Deep expertise in LinkedIn Campaign Manager, including all campaign objectives, ad formats, audience targeting options, and LinkedIn's B2B-specific tools (Lead Gen Forms, Matched Audiences, ABM targeting)
• Strong proficiency in Meta Ads Manager, including Custom Audiences, Lookalikes, retargeting strategies, and Conversions API implementation
• Experience marketing B2B SaaS, cybersecurity, or enterprise technology products strongly preferred; familiarity with enterprise security buyer personas (CISOs, SecOps, IT Directors, VPs of Infrastructure) is a significant advantage
• Demonstrated ability to manage and optimize five-to-six-figure monthly budgets with accountability to pipeline and cost-per-acquisition targets
• Proficiency with CRM attribution (Salesforce or HubSpot) and connecting paid social activity to revenue outcomes

• Experience running paid social in support of an ABM (Account-Based Marketing) strategy, including named account targeting and intent-based audience activation
• Familiarity with intent data platforms (Bombora, Demandbase) and how to operationalize intent signals in LinkedIn and Meta campaigns
• Experience coordinating paid social with organic content, SEO, and demand generation teams for integrated campaign execution
• Understanding of the enterprise cybersecurity buying cycle long sales cycles, multi-stakeholder decisions, and the role of education and trust-building in pipeline development

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