Job Title: PAID SOCIAL & DIGITAL ADVERTISING MANAGER (U.S.)

Contract / Retainer Role

The Opportunity

If you are a highly analytical and strategic individual with a deep understanding of paid social campaigns and a passion for cultural brands, How To Academy has the perfect opportunity for you. As the Paid Social & Digital Advertising Manager, you will lead the planning and execution of paid social campaigns for our U.S. events program. This is a contract/retainer role that requires a specialist who can scale audience acquisition while maintaining the premium brand of our organization. You will work closely with our U.S. programming and marketing teams to drive ticket sales, audience growth, and brand awareness.

About How To Academy

Headquartered in London, United Kingdom, How To Academy is a leading organization dedicated to providing educational and informative events and programs worldwide. With a strong focus on cultural, literary, and media audiences, our mission is to inspire individuals to learn, grow, and explore new ideas. As we continue to expand globally, we are looking for a Paid Social & Digital Advertising Manager to join our team and help us achieve our goals.

Key Responsibilities

• Develop and execute paid social strategies across various platforms, including Meta (Facebook & Instagram), YouTube, TikTok, and Pinterest.
• Create full-funnel campaign structures to drive conversion at every stage.
• Align paid social activities with other marketing efforts, such as email, partnerships, PR, and organic social.
• Advise on budget allocation based on market, talent profile, and sales trajectory.
• Identify opportunities for audience growth in key U.S. cities and touring markets.
• Lead the day-to-day management of paid social campaigns for multiple live events.
• Test and optimize ad variations for better performance.
• Monitor campaign performance and adjust strategies to improve conversion, cost efficiency, and scale.
• Utilize retargeting, lookalike audiences, and pixel tracking to enhance campaign performance.
• Ensure all campaigns are aligned with ticket on-sale timelines and sales pacing.
• Conduct audits of campaign performance and provide recommendations for improvement.
• Provide weekly reporting on key metrics, including spend vs. revenue, cost per conversion, and audience performance.
• Use data to inform creative direction, targeting strategy, and budget decisions.
• Collaborate with U.S. leadership, producers, and designers to align marketing efforts with commercial goals.
• Advise on creative best practices for paid social assets.
• Recommend testing strategies and new platform opportunities.
• Occasionally conduct strategic audits or campaign deep dives as required.

Who You Are

We are looking for a paid social specialist with strong strategic instincts and deep platform knowledge. You should have experience in performance marketing within a premium brand context and be able to balance data, creative, and audience insights to drive results.

Essential Skills & Experience

• Proven experience in managing paid social campaigns with measurable ROI.
• Strong expertise in Meta Ads Manager and conversion-driven campaign structures.
• Experience in scaling campaigns across multiple markets simultaneously.
• Highly analytical with strong reporting and optimization skills.
• Ability to interpret performance data and translate it into actionable strategies.
• Excellent communication and responsiveness in a remote working environment.
• Experience working independently on a contract/retainer basis.

Nice to Have

• Experience in marketing live events, tours, cultural programming, or ticketed experiences.
• Familiarity with U.S. cultural, literary, or media audiences.
• Experience integrating paid social with email and broader digital marketing.
• Understanding of premium brand positioning and audience targeting.

Scope & Structure

• Contract/retainer role with scalable hours and scope based on campaign volume.
• Fully remote.
• Monthly retainer or project-based structure, depending on experience and availability.
• Immediate start preferred as U.S. programming continues to expand.

Reporting Line

This role will report into the Head of Marketing, Fane Group, and work closely with How To Academy’s U.S. leadership, producers, and creative teams.

Apply here