Director, Social Media Advertising & Analytics

Summary:

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:

English

Education and Work Experience:

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About Us:
The ASPCA was founded in 1866 on the belief that animals are entitled to kind and respectful treatment by humans and must be protected under the law. As a 501(c)(3) not-for-profit corporation with more than two million supporters nationwide, the ASPCA is committed to preventing cruelty to dogs, cats, equines, and farm animals throughout the United States.

The ASPCA is headquartered in New York City, where we maintain a full-service animal hospital, spay/neuter clinic, mobile spay/neuter and primary pet care clinics, a rehabilitation center for canine victims of cruelty, kitten nursery, adoption center, and two community veterinary centers.

The ASPCA also operates programs and services that extend nationwide. We assist animals in need through on-the-ground disaster and cruelty interventions, behavioral rehabilitation, animal placement, legal and legislative advocacy, and the advancement of the sheltering and veterinary community through research, training, and resources.

At the ASPCA, we are committed to fostering a collaborative and compassionate culture and we welcome all voices to contribute to our lifesaving mission.Our staff represent a vast array of backgrounds and diversity dimensions, bringing with them valuable experiences and perspectives.They join the ASPCA to learn, grow, and continually do their best work on behalf of animals.We are inspired by our staff, partners, and the communities we support across the country who work to improve animal lives.

We are committed to diversity, equity, and inclusion at the ASPCA because it elevates our organizational culture, aligns with our Core Values, and enables us to move further and faster toward the ASPCA’s vision – that all animals live good lives; valued by society, protected by its laws, and free from cruelty, pain and suffering.

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The ASPCA is an Equal Employment Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, sex, national origin, ancestry, gender, gender identity or expression, age, marital or domestic partner status, citizenship status, sexual orientation, disability, genetic information, military or veteran status, or any other characteristic protected by applicable federal, state or local laws, regulations or ordinances.

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ASPCA is an Equal Opportunity Employer (M/F/D/V).

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