PAID SOCIAL & DIGITAL ADVERTISING MANAGER (U.S.) Contract / Retainer Role

Headquarters: London, United Kingdom URL: https://howtoacademy.com/ The Opportunity How To Academy is seeking a highly analytical and strategic Paid Social & Digital Advertising Manager to lead paid social campaign planning and execution across our U.S. events program. This is a contract/retainer role for a specialist who understands how to scale audience acquisition through paid media while maintaining a premium cultural brand. You will oversee paid social strategy and execution across multiple campaigns and markets, working closely with our U.S. programming and marketing teams to drive ticket sales, audience growth, and brand awareness. We are looking for someone who combines agency-level rigour with entrepreneurial agility: data-driven, highly responsive, and capable of managing multiple campaigns across different cities and talent profiles simultaneously. Key Responsibilities Paid Social Strategy & Planning Develop and execute paid social strategies across Meta (Facebook & Instagram) and other relevant platforms (e.g. YouTube, TikTok, Pinterest where appropriate). Build full-funnel campaign structures designed reminding conversion across awareness, consideration, and ticket-purchase stages. Align paid social activity with broader marketing efforts including email, partnerships, PR, and organic social. Advise on budget allocation by market, talent profile, and sales trajectory. Identify audience growth opportunities across key U.S. cities and touring markets. Campaign Execution & Management Lead day-to-day management of paid social campaigns across multiple live events. Create and test ad variations (copy, creative, audience targeting, placements). Monitor performance daily and optimize for conversion, cost efficiency, and scale. Manage retargeting, lookalike audiences, and pixel tracking to improve performance. Ensure all campaigns are aligned with ticket on-sale timelines and sales pacing. Data, Insights & Reporting Conduct audits of campaign performance and re