About the position
Panopto is seeking a B2C Marketing Specialist to lead digital engagement and growth strategies across key platforms. This role will focus on social media, influencer partnerships, and paid media to drive brand awareness, engagement, and user acquisition. The ideal candidate is a creative, data-driven marketer who understands Gen Z and Millennial audiences and knows how to leverage social and influencer strategies for growth.
Responsibilities
- Develop and execute a multi-platform social media strategy to drive awareness, engagement, and conversions.
- Manage content planning, community engagement, and brand voice across Instagram, TikTok, Facebook, Snapchat, and emerging platforms.
- Optimize organic social content through trends, A/B testing, and analytics.
- Identify and develop partnerships with key creators, influencers, and brand advocates to amplify reach.
- Identify, recruit, and manage micro, macro influencers for brand partnerships and campaigns.
- Oversee contract negotiations, campaign execution, and performance tracking.
- Develop ambassador programs and long-term influencer collaborations to foster brand advocacy.
- Track and report on influencer campaign ROI and engagement metrics.
- Manage paid social media campaigns to maximize engagement and user acquisition across Instagram, TikTok, Snapchat, and Facebook.
- Work with creative teams to develop ad creatives, sponsored content, and performance-optimized assets.
- Continuously analyze and optimize budget allocation, targeting, and ad creatives for the best ROI.
- Track and analyze key social and influencer marketing metrics, including reach, engagement, conversions, and ROI.
- Use platforms like Google Analytics, Meta Ads Manager, TikTok Ads, and other analytics tools to drive data-driven decisions.
- Run A/B testing to continuously improve campaign effectiveness.
- Partner with content, creative, and product teams to align marketing efforts with business objectives.
- Stay ahead of social media trends, platform updates, and influencer marketing best practices to keep strategies innovative and relevant.
Requirements
- Bachelor’s degree in Marketing, Business, or a related field (or equivalent experience).
- 3+ years of experience in B2C marketing, with a focus on app launches or targeting Millennial and Gen Z audiences.
- Proven ability to build and manage social media communities and drive engagement.
- Experience working with influencers, creators, and ambassador programs.
- Hands-on experience in paid social advertising across Meta (Instagram/Facebook), TikTok, Snapchat, and other platforms.
- Strong analytical skills, with proficiency in Google Analytics, Meta Ads Manager, or TikTok Ads.
- Ability to develop creative and viral social content that resonates with digital-native audiences.
- Exceptional communication and project management skills, with the ability to manage multiple campaigns simultaneously.
- Proven track record of planning and executing successful marketing campaigns that drive growth.
- Ability to thrive in a fast-paced startup environment, managing multiple priorities and deadlines.
Nice-to-haves
- Experience marketing to the 18 - 24 year old demographic.
- Familiarity with app marketing best practices, including App Store Optimization (ASO).
- Background in creator economy, content trends, and digital storytelling.
- Experience managing large-scale influencer collaborations or brand partnerships.
Benefits
- Competitive base pay.
- Bonus eligibility as part of the compensation package.
- Health insurance.
- Flexible spending accounts.
- Retirement savings plans.
- Life and disability insurance programs.
- Paid and unpaid time away from work.
