Paid Marketing Manager - Social
TEGNA
Paid Marketing Manager - Social
Any TEGNA Station Location
About TEGNA
TEGNA Inc. helps people thrive in their local communities by providing the trusted local news and services that matter most. With 64 television stations in 51 U.S. markets, TEGNA reaches more than 100 million people monthly across the web, mobile apps, streaming, and linear television. Together, we are building a sustainable future for local news.
This role can be carried out in Washington DC, New York City, or Denver.
About the Role
We're seeking a highly skilled Paid Marketing Manager - Social with deep hands-on experience in OTT/CTV media buying and a strong background in creative development and testing. This role requires someone who can execute campaigns across managed buys, self-service, and programmatic DSPs, while also partnering closely with creative teams to produce high-performing assets. As an individual contributor, you will own the full lifecycle of OTT performance marketing from strategic planning and trafficking to creative testing, optimization, and reporting.
Responsibilities:
- OTT & Media Buying: Plan, execute, and optimize campaigns across OTT/CTV platforms (Roku, Amazon Fire TV, Samsung, LG, Apple TV, Vizio, etc.). Manage campaigns through managed service, self-service, and programmatic DSPs. Drive device-level targeting, audience strategy, inventory selection, and frequency management. Launch and optimize direct-to-publisher and platform-specific buys.
- Creative Development & Testing: Partner closely with internal creative teams to concept, brief, and develop high-performing assets tailored for OTT and cross-channel use. Provide data-driven insights to influence creative direction, messaging, and visual strategy. Build structured A/B and multivariate testing roadmaps, including creative rotations, variant testing, messaging frameworks, and placement-level analyses. Translate testing results into actionable creative and channel recommendations.
- Performance Optimization & Analysis: Monitor pacing, CAC/CPA efficiency, ROAS, retention, and device-level performance daily. Analyze in-platform metrics and downstream engagement to optimize budgets, bids, audiences, and creative mix. Work with analytics teams to refine dashboards, measurement strategies, and attribution frameworks. Run experiments across audiences, creatives, and placements to systematically improve efficiency.
- Cross-Functional Partnership: Collaborate with analytics, product, engineering, and creative teams to align efforts across acquisition, retention, and monetization. Influence creative and product roadmaps through insights and performance trends. Communicate findings and recommendations clearly to leadership and peer teams.
- Operational Excellence: Ensure accurate campaign setup, trafficking, tagging, and QA across all OTT/CTV campaigns. Maintain documentation of campaign learnings, testing frameworks, and optimization decisions. Ensure data integrity across MMPs, attribution systems, DSPs, and platform dashboards.
Qualifications:
- 5+ years of experience in performance marketing, including 2+ years in OTT/CTV media buying.
- Strong hands-on experience with managed service, self-service, and programmatic media buying.
- Experience working closely with creative teams to develop high-performing assets.
- Strong understanding of creative testing principles, A/B methodology, and the creative optimization cycle.
- Proficiency with platforms such as Roku OneView, Amazon Advertising, Samsung Ads, LG Ads, Vizio, The Trade Desk, or similar tools.
- Strong analytical mindset with experience reading dashboards, performance reports, and attribution data.
- Excellent communication skills with the ability to simplify complex findings.
- Capable of thriving in a fast-paced, multi-project, high-growth environment.
- Experience with cross-device attribution (mobile ↔ OTT).
- Familiarity with MMPs such as Kochava or AppsFlyer.
- Background in media, streaming, subscription services, or app growth.
Benefits
TEGNA offers comprehensive benefits designed to safeguard the physical, mental and financial health of our employees and their families. TEGNA offers two medical plan options for full and part-time employees through Blue Cross Blue Shield of Texas, as well as access to dental and eye care coverage; fertility, surrogacy and adoption assistance; disability and life insurance.
Our 401(k) program offers full, part-time and temporary employees the opportunity to contribute 1% - 80% of their pay on a pre-tax basis to TEGNA's 401(k). Contributions made up to the first 4% of pay are eligible for a 100% match from the company and are 100% vested from day one.
Regardless of participation in TEGNA medical plans, ALL employees and their eligible family members receive nine free virtual doctor's appointments with a physician through Teladoc, and 12 free annual therapy sessions with a licensed clinician through Spring Health.
TEGNA offers a generous Paid Time Off (PTO) benefit as well as nine paid holidays per year.
* Some jobs are covered by a collective bargaining agreement and thus some or all of the benefits described herein may not apply. For example, some newsroom bargaining unit employees receive health and retirement benefits under plans administered by the union.
EEO statement:
TEGNA Inc. is a proud equal opportunity employer. We are proud to be an equal opportunity employer, hiring and developing individuals from diverse backgrounds and experiences to add to our collaborative culture. We value and consider applications from all qualified candidates without regard to actual or perceived race, color, religion, national origin, sex, gender, age, marital status, personal appearance, sexual orientation, gender identity or expression, family responsibilities, disability, medical condition, enrollment in college or vocational school, political affiliation, military or veteran status, citizenship status, genetic information, or any other basis protected by federal, state or local law. TEGNA will reasonably accommodate qualified individuals with disabilities in accordance with applicable law. If you are in need of an accommodation in order to submit your application, please email View email address on click.appcast.io
Recruiting Fraud Alert: To all candidates: your personal information and online safety are important to us. Only TEGNA Recruiters or Hiring Managers will reach out to you regarding consideration of your application or background. Communications with TEGNA employees will either come from a TEGNA email address with a domain of tegna.com or one of our affiliate station domains. Recruiters or Hiring Managers will never request payments, ask for financial account information or sensitive information such as social security numbers.
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