Paid Social

I’ve invested and managed $100MM+ on paid social platforms on behalf of the brands below (and more).

Capabilities & Expertise

paid social activation & measurement:

  • Campaign creation & implementation across all social ad platforms (Meta, TikTok, Pinterest, Snap, LinkedIn, Reddit, and X/Twitter) and objectives for brand, DTC, and lead-gen verticals

  • Campaign management with native & 3rd party tools

  • Asset creation (Copywriting + Design)

  • Full-scale measurement framework development, including (but not limited to), reporting, optimization, & 3rd party measurement (Brand & Offline Sales Lift Studies)

PAID Social planning & Strategy:

  • Competitive research & insights

  • Audience creation & segmentation

  • Full-funnel campaign planning across all social platforms

  • Customer journey analysis and adaptation for paid social campaigns

  • Content planning for all social platforms for each stage in the journey

  • Planning for scaling marketing initiatives across social channels

An agnostic approach to social planning, buying, and measurement.

Modern paid social means much more than boosted Facebook posts for an athletic brand targeted at people that are categorized as basketball fans. Lower-funnel strategies should be more robust than a remarketing ad that drives back to your website. Messaging strategies like social-proof and User Generated Content are great for capitalizing on interest in your product or service, but marketers struggle to close the loop. A strong plan includes a holistic approach that entices prospects to take the next step with unique content for each stage in their journey -- from awareness to brand advocacy. That means combining the power of machine learning at the platform level with any and all accessible customer data, from lists-to-personas, to create powerful audiences built to receive specific content on each platform.

Audience segmentation, precise bidding and creative testing are efficient capabilities of modern social advertising, but too often these capabilities are not utilized correctly, or measured accurately. Without keeping eyes on the proper metrics for each tactic, it's impossible to know whether or not a strategy is working.  Regardless of the industry or size of the business, a strong social campaign is transparent from start to finish and includes measurable goals for each tactic.

Staying nimble and agile is particularly important in social advertising. I've created a basic funnel featuring all necessary components for approaching social across the two largest social advertising platforms. If you’re interested, reach out and I’ll share this funnel for your next paid social program. It might just help you gain a better understanding of how to achieve the desired result across the board.