Digital Marketing Manager, Paid Social Media, PPC

Sallie Mae

. Own paid media strategy and execution across Meta Ads, LinkedIn Ads, TikTok Ads, Google Ads, Demand-Side Platforms (DSPs) and other media platforms .

Posted 9/30/2026full-timeNewton • Massachusetts • United StatesMid-LevelSeniorWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in managing and optimizing paid media strategies across multiple platforms, with a strong focus on lead generation, budget management, and performance analysis. Proven ability to drive growth through data-driven decision-making and effective campaign execution.

Highest-signal resume keywords

Paid Media StrategyLead GenerationPerformance AnalysisBudget ManagementCampaign Optimization

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Paid Media ManagementPerformance AnalysisAttribution FrameworksCost Per Acquisition (CPA) OptimizationReturn On Ad Spend (ROAS) ManagementData AnalysisForecastingTest-and-Learn RoadmapsValue-Based Metrics OptimizationAutomation-First Campaign Structures

Soft Skills

Proactive Performance ManagementIndependent Problem Solving

Tools & Technologies

Meta AdsGoogle AdsLinkedIn AdsTikTok AdsDemand-Side Platforms (DSPs)

Industry Keywords

Lead GenerationAcquisition-Focused EnvironmentsMarginal EconomicsIncremental Return EvaluationConversion Rate Optimization (CRO)Search Engine Optimization (SEO)Education MarketingFinancial Services Marketing

About the role

Key responsibilities & impact

Own paid media strategy and execution across Meta Ads, LinkedIn Ads, TikTok Ads, Google Ads, Demand-Side Platforms (DSPs) and other media platforms
Drive product lead volume within defined budgets, CPA and ROAS targets
Support lead generation through awareness, consideration and acquisition stages
Manage a $1MM+ paid media budget and develop investment strategy to maximize return and growth
Build and maintain scalable account structures aligned to acquisition, engagement and revenue goals
Monitor campaign performance, identify variances and surface recommendations
Analyze performance data, identify trends and implement optimizations to improve efficiency, scale and conversion outcomes
Design and execute test-and-learn roadmaps across campaign types, ad formats, creative, targeting, bidding and landing pages
Own media forecasting and investment planning from current run rate through 12 to 18 months out
Ensure accurate tracking, value signals, audience inputs and attribution frameworks are configured for platform performance
Work closely with the growth marketing leadership team

Requirements

What you’ll need

4+ years managing paid media at scale in acquisition-focused environments
Demonstrated experience managing $1M+ annual paid search budgets with consistent efficiency discipline under growth targets
Strong lead generation background with a focus on driving volume at efficient acquisition costs
Experience optimizing toward LTV or value-based metrics, with a solid understanding of marginal economics and incremental return evaluation
Advanced performance analysis skills, including forecasting, planning, and attribution across the lead generation funnel
Proactive approach to performance management, with a track record of identifying issues independently and acting without waiting to be directed
Strong understanding of automation-first campaign structures, including target cost per acquisition (TCPA) bidding
Hands-on experience with paid media platforms including Meta, Google Ads, LinkedIn and TikTok
Background in lead generation or marketing in the education, financial services or other regulated vertical is a plus
Exposure to landing page testing, CRO, or SEO strategies is a plus

Benefits

Comp & perks

Competitive base salaries
Bonus incentives
Generous PTO, Floating Holidays and 12 Federal Holidays observed
Support for financial-well-being and retirement 401k with employer match
Comprehensive medical, dental, vision, hospital indemnity, critical illness, pet insurance and more
Employer paid short-term/long-term disability and basic life insurance
Flexible hybrid working arrangements
Paid parental leave and adoption reimbursement programs
Free access to on-site staffed fitness centers (in Delaware) and gym subsidy (for locations outside Delaware)
Confidential counseling support (EAP), Health Advocacy services and Wellness program with financial incentives
Tuition Reimbursement and Family Scholarship Programs
Career development and training opportunities