Paid Social Media Marketing Specialist

IPG Photonics is revolutionizing the laser industry as a pioneering developer and leading producer of fiber lasers and amplifiers. Headquartered in Marlborough, MA, the company employs over 4,800 individuals worldwide. We are seeking a Digital & Social Media Specialist to develop and manage social media channels and web content. The role involves creating content for social media, coordinating video and photo shoots, and assisting in the management of the IPG website. The position reports to the Director of Strategy and works across multiple product lines and markets. Responsibilities Social Media Plan, execute, and optimize paid social media campaigns, primarily on LinkedIn (sponsored content, lead gen forms, campaign manager tools). Manage posting to social media accounts, direct customer questions to appropriate departments, and draft responses. Influence and recommend strategy shifts based on metrics and industry trends. Write SEO‑friendly headlines, video titles, descriptions, and copy optimized for each platform. Manage and promote the Social Media Employee Advocacy Program; create and distribute assets for internal employees. Oversee the social media persona and stay up to date on best practices. Websites Develop and customize web pages across product lines, solutions, and industries, ensuring compliance with on‑page SEO best practices. Partner with relevant teams and adhere to design guidelines and standards to establish best practices. Maintain the appearance of websites by enforcing content standards. Stay current with web development trends, tools, and best practices. Creative & Collaboration Partner with Content and Creative teams to facilitate development of social media content (video, graphics, etc.). Work with product management and marketing teams to identify, vet, and strategize use of social media influencers. Partner with internal communications to align messaging. Project Management Create, maintain, and share a social media content calendar with the most up‑to‑date publication schedule. Traffick social media projects, ensuring assets are created, reviewed, and approved per deadlines and in alignment with IPG standards. Coordinate with regional marketing teams to create and manage global social content. Measurement & Reporting Track, analyze, and report on paid social campaign performance, including LinkedIn campaign metrics; optimize based on ROI, engagement, and lead generation. Create monthly and quarterly reports on social media analytics and trends. Translate performance insights into creative direction and messaging. Improve campaign testing velocity, creative iteration, and deployment processes. Education & Experience Bachelor's degree in Marketing, Public Relations, Journalism, or related field. Minimum of 3–5 years of relevant experience with a B2B company. Required: Hands‑on experience managing paid social campaigns, specifically within LinkedIn Campaign Manager. Very nice to have: Experience with Google Ads and Meta (Facebook/Instagram) paid advertising platforms. Proven experience running paid campaigns across major social platforms (LinkedIn required). Proficient in , skilled at translating objectives into tactics. Experience in budget allocation, platform strategy, and planning across multiple channels. Proficient in content management; DAM experience is a plus. Social media video editing skills, with published clips for established social media platforms. Strong understanding of SEO, web accessibility, and responsive design principles. Experience creating structured content, user flows, and scalable design systems. Good understanding of webpage design and content. Strong aesthetic eye for social media graphics and ability to work in Adobe applications. Outstanding executive demeanor, able to influence key collaborators and encourage cross‑functional teams. Strong presentation, communication, and organization skills. Skilled at working in a fast‑paced environment, pivoting quickly as needs change. Occasional travel (~10%) may be required. #J-18808-Ljbffr IPG Photonics