Paid Marketing Manager - Social

TEGNA Inc.; Washington (District of Columbia); On-site; USD 100,000 - 130,000; Full time

Job summary

TEGNA Inc. is seeking a highly skilled Paid Marketing Manager - Social to scale social media campaigns across platforms like Facebook, TikTok, and LinkedIn. You will own campaign strategy, creative testing, and performance optimization to deliver measurable results.

You will collaborate with analytics, product, engineering, and creative teams to drive traffic, engagement, and conversions while managing budgets and testing roadmaps. Role can be carried out in Washington DC or New York City.

Qualifications

• 5+ years of experience managing paid social media campaigns.
• Proficiency in using social platforms including Facebook, TikTok, LinkedIn, Pinterest.
• Deep understanding of paid social’s role in digital marketing.
• Knowledge of audience segmentation and full-funnel tactics.
• Experience with creative testing and data-driven optimization.
• Strong ability to read dashboards and attribution data.

Responsibilities

• Develop and execute paid social media strategies to drive traffic, engagement and conversions.
• Plan, manage media buys across platforms with detailed targeting, budgets and bids.
• Set up campaigns and monitor performance daily; adjust bids and strategies.
• Partner with creative teams to develop assets and run A/B/multivariate tests.

Skills

Paid social management

Social platforms expertise

Campaign strategy

A/B testing

Creative testing principles

Analytics & dashboards

Cross-functional collaboration

Performance optimization

Budget bidding strategies

Tools

Facebook Ads Manager

TikTok Ads

LinkedIn Campaign Manager

Pinterest Ads

Google Analytics

Sprinklr

Kochava

AppsFlyer

Job description

About TEGNA

TEGNA Inc. (NYSE: TGNA) 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 than100 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 DCorNew York City.

About the Role: We’reseekinga highly skilled Paid Marketing Manager -Social with deep hands-on experience inscaling social mediacampaignsand a strong background in creative development and testing. This role requires someone whohas 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 socialand cross-channel use.

• Providedata-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 tooptimizebudgets, 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:

• Ensureaccuratecampaign setup, trafficking, tagging, and QA across allsocialcampaigns.

• Maintain documentation of campaign learnings, testing frameworks, and optimization decisions.

• Ensure data integrity across MMPs, attribution systems, and platform dashboards.

Qualifications:

• 5+ years of experiencemanaging paid social media campaigns.

• Proficiencyin 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 understandingof creative testing principles, A/Bmethodology, and the creative optimization cycle.

• Sharpanalytical 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-device attribution (mobile OTT).

• Familiarity with MMPs(e.g.,Kochava orAppsFlyer) andanalytics/reporting tools (e.g., Google Analytics, Sprinklr, or similar).

• Background in media, streaming, subscription services, or app growth. #LI-MS1

Pay Range

$100,000—$130,000 USD

Benefits:

TEGNA offers comprehensive benefits designed to safeguard the physical, mental and financial health of our employees and their families. TEGNA offers two medical plan options for full and part-time employees through Blue Cross Blue Shield of Texas, as well as access to dental and eye care coverage; fertility, surrogacy and adoption assistance; disability and life insurance.

Our 401(k) program offers full, part-time and temporary employees the opportunity to contribute 1% - 80% of their pay on a pre-tax basis to TEGNA’s 401(k). Contributions made up to the first 4% of pay are eligible for a 100% match from the company and are 100% vested from day one.

Regardless of participation in TEGNA medical plans, ALL employees and their eligible family members receive nine free virtual doctor’s appointments with a physician through Teladoc, and 12 free annual therapy sessions with a licensed clinician through Spring Health.

TEGNA offers a generous Paid Time Off (PTO) benefit as well as nine paid holidays per year.

* Some jobs are covered by a collective bargaining agreement and thus some or all of the benefits described herein may not apply. For example, some newsroom bargaining unit employees receive health and retirement benefits under plans administered by the union.

EEO statement :

TEGNA Inc. is a proud equal opportunity employer. We areproud to be an equal opportunity employer, hiring and developing individuals from diverse backgrounds and experiences to add to our collaborative culture. We value and consider applications from all qualified candidates without regard to actual or perceived race, color, religion, national origin, sex, gender, age, marital status, personal appearance, sexual orientation, gender identity or expression, family responsibilities, disability, medical condition, enrollment in college or vocational school, political affiliation, military or veteran status, citizenship status, genetic information, or any other basis protected by federal, state or local law. TEGNA will reasonably accommodate qualified individuals with disabilitiesin accordance with applicable law. If you are in need of an accommodation in order to submit your application, please email [e-mail]

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Recruiters or Hiring Managers will never request payments, ask for financial account information or sensitive information such as social security numbers.

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