Paid Social Media Marketing Specialist

IPG Photonics•Marlborough, MA

1d•Onsite

About The Position

IPG Photonics is seeking a Digital & Social Media Specialist to develop and manage its social media channels and web content. This role involves creating content for social media, coordinating video and photo shoots, and assisting in website management. The position reports to the Director of Strategy and collaborates across multiple product lines and markets. This is a hands-on Paid Social Media Marketing role with a strong emphasis on planning, executing, and optimizing paid social campaigns, particularly on LinkedIn.

Requirements

Bachelor’s degree in Marketing, Public Relations, Journalism or related field
A minimum of 3 – 5 years of relevant experience with a B2B company
Hands-on experience managing paid social campaigns, specifically within LinkedIn Campaign Manager
Proven experience running paid campaigns across major social platforms (with LinkedIn required)
Proficient in translating objectives into tactics
Experience in budget allocation, platform strategy, and planning across multiple channels
Proficient in content management, DAM experience is a plus
Proven experience running paid campaigns across major social platforms
Social media video editing skills, with published clips for established social media platforms
Strong understanding of SEO, web accessibility, and responsive design principles
Experience creating structured content, user flows, and salable design systems
Good understanding of webpage design and content
Strong aesthetic eye for social media graphics and the ability to work in Adobe applications
Outstanding executive demeanor, able to influence key collaborators and encourage cross-functional teams
Strong presentation, communication, and organization skills
Skilled at working in a fast-paced environment, pivoting quickly as needs change

Nice To Haves

Experience with Google Ads and Meta (Facebook/Instagram) paid advertising platforms

Responsibilities

Plan, execute, and optimize paid social media campaigns, with a primary focus on LinkedIn advertising (sponsored content, lead gen forms, and campaign manager tools)
Manage posting to social media accounts, including directing customer questions to the appropriate department and drafting relevant responses
Influence and recommend strategy shifts based on metrics and the “pulse” of the industry
Write SEO-friendly headlines, video titles, video descriptions and additional copy that align with and are optimized for individual social media platforms
Manage and promote the Social Media Employee Advocacy Program. Create and distribute social media assets for internal employees
Oversee the social media persona and stay up to date on best practices
Develop and customize web pages across product lines, solutions and industries. Ensure compliance with and implement on-page SEO best practices.
Adhere to design guidelines and standards to establish best practices
Maintaining the appearance of websites by enforcing content standards
Stay current with web development trends, tools, and best practices
Partner with Content and Creative teams to facilitate the development of social media specific content (video, graphics, etc.)
Work with product management and marketing teams to identify, vet and strategize use of social media influencers
Partner with internal communications to align messaging
Create, maintain, and share a social media content calendar with the most up-to-date publication schedule
Traffick social media projects, ensuring assets are created, reviewed and approved per deadlines and in alignment with IPG standards
Coordinate with regional marketing teams to create and manage global social content
Track, analyze, and report on paid social campaign performance, including LinkedIn campaign metrics; optimize based on ROI, engagement, and lead generation performance
Create monthly and quarterly reports on social media analytics and trends
Translate performance insights into creative direction and messaging
Improve campaign testing velocity, creative iteration, and deployment processes