Paid Social Media Marketing Specialist

Digital & Social Media SpecialistIPG Photonics is revolutionizing the laser industry as the pioneering developer and leading producer of fiber lasers and amplifiers. Headquartered in Marlborough, MA, IPG has over 4,800 employees in more than 30 locations around the world. We aspire to work together with our employees and customers to apply light in ways that improve life.Our mission is to develop innovative laser solutions to make the world a better place. To accomplish this mission, we are committed to attracting and retaining the best talent and an engaged and thriving workforce that drives a sustainable future for our company and society.Working at IPG Photonics you can expect challenging projects, a motivating and friendly environment, and competitive benefits. We are currently seeking a Digital & Social Media Specialist to develop and manage both our social media channels and web content. This role is responsible for creating content for social media, working cross-functionally to facilitate video and photo shoots as well as assisting in the management of the IPG website. This position will report to the Director of Strategy and work 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.ResponsibilitiesPlan, 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 responsesInfluence and recommend strategy shifts based on metrics and the "pulse" of the industryWrite SEO-friendly headlines, video titles, video descriptions and additional copy that align with and are optimized for individual social media platformsManage and promote the Social Media Employee Advocacy Program. Create and distribute social media assets for internal employeesOversee the social media persona and stay up to date on best practicesDevelop 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 practicesMaintaining the appearance of websites by enforcing content standardsStay current with web development trends, tools, and best practicesPartner 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 influencersPartner with internal communications to align messagingCreate, maintain, and share a social media content calendar with the most up-to-date publication scheduleTraffick social media projects, ensuring assets are created, reviewed and approved per deadlines and in alignment with IPG standardsCoordinate with regional marketing teams to create and manage global social contentTrack, analyze, and report on paid social campaign performance, including LinkedIn campaign metrics; optimize based on ROI, engagement, and lead generation performanceCreate monthly and quarterly reports on social media analytics and trendsTranslate performance insights into creative direction and messagingImprove campaign testing velocity, creative iteration, and deployment processesEducation & ExperienceBachelor's degree in Marketing, Public Relations, Journalism or related fieldA minimum of 3 – 5 years of relevant experience with a B2B companyHands-on experience managing paid social campaigns, specifically within LinkedIn Campaign ManagerExperience with Google Ads and Meta (Facebook/Instagram) paid advertising platforms is a plusProficient in content management, DAM experience is a plusStrong understanding of SEO, web accessibility, and responsive design principlesExperience creating structured content, user flows, and salable design systemsGood understanding of webpage design and contentStrong aesthetic eye for social media graphics and the ability to work in Adobe applicationsOutstanding executive demeanor, able to influence key collaborators and encourage cross-functional teamsStrong presentation, communication, and organization skillsSkilled at working in a fast-paced environment, pivoting quickly as needs changeOccasional travel ~10% may be required