Paid Social & Digital Advertising Manager (U.S. Market) – Contract Role
How To Academy is a leading live events and digital content platform that brings together world-class thinkers, authors, artists, and cultural leaders for in-depth conversations.
Founded in 2013, we produce large-scale, high-profile live events across the UK and the United States. Our events take place in major cities including New York, Los Angeles, Chicago, and London, presenting big ideas on major stages. Our programming spans literature, film, politics, culture, and public life, featuring globally recognized voices from across the intellectual and creative landscape.
Beyond live events, we produce a chart-topping podcast and digital content platform that extends the impact of every conversation far beyond the theatre.
How To Academy is part of FANE Group, an international live events producer and talent-led cultural platform. Together, we are dedicated to delivering premium cultural experiences, cultivating engaged audiences, and scaling growth through innovative, data-led marketing strategies.
The Opportunity
How To Academy is seeking a highly analytical and strategically minded Paid Social & Digital Advertising Manager to lead paid media strategy and execution across our U.S. events portfolio.
This is a contract/retainer position designed for a specialist who understands how to scale audience acquisition through paid media while preserving the integrity of a premium cultural brand. You will oversee paid social planning and implementation across multiple campaigns and markets, collaborating closely with our U.S. programming and marketing teams to drive ticket sales, audience growth, and brand visibility.
We are looking for someone who combines agency-level discipline with entrepreneurial agility — data-driven, proactive, and capable of managing multiple campaigns across different cities and talent profiles simultaneously.
Key Responsibilities
Paid Social Strategy & Planning
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Develop and execute paid social strategies across Meta (Facebook & Instagram) and other relevant platforms such as YouTube, TikTok, and Pinterest where appropriate.
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Build full-funnel campaign structures designed to drive conversions across awareness, consideration, and ticket-purchase stages.
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Align paid social efforts with broader marketing initiatives including email marketing, partnerships, PR, and organic social media.
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Advise on budget allocation by market, talent profile, and sales trajectory.
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Identify audience expansion opportunities across key U.S. cities and touring markets.
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Campaign Execution & Management
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Oversee daily management of paid social campaigns across multiple live events.
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Develop and test ad variations including copy, creative assets, targeting strategies, and placements.
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Monitor performance daily and optimize campaigns for conversions, efficiency, and scalable growth.
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Manage retargeting strategies, lookalike audiences, and pixel tracking to enhance performance.
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Ensure campaign timelines align precisely with ticket on-sale schedules and sales pacing objectives.
Data, Insights & Reporting
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Conduct performance audits and provide actionable recommendations for improvement.
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Deliver clear, insight-driven weekly reports covering:
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Spend versus revenue
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Cost per conversion
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Audience performance metrics
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Market comparisons
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Use data insights to guide creative direction, targeting strategy, and budget allocation decisions.
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Provide recommendations on website and funnel optimization to ensure campaigns are conversion-ready.
Collaboration & Advisory
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Partner closely with U.S. leadership, producers, and creative teams to align marketing efforts with commercial objectives.
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Advise on best practices for paid social creative assets.
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Recommend testing frameworks and new platform opportunities.
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Conduct strategic campaign reviews and deep-dive analyses as required.
Who You Are
You are a paid social expert with strong strategic judgment and deep platform expertise. You understand performance marketing within a premium brand environment and can effectively balance data analysis, creative execution, and audience insight to deliver measurable results.
Essential Skills & Experience
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Demonstrated experience managing paid social campaigns with measurable ROI.
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Advanced expertise in Meta Ads Manager and conversion-focused campaign architecture.
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Experience scaling campaigns across multiple geographic markets simultaneously.
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Strong analytical and reporting capabilities with a data-first mindset.
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Ability to translate performance data into actionable strategy.
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Excellent communication skills and responsiveness in a remote work setting.
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Experience working independently in a contract or retainer capacity.
Preferred Experience
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Experience marketing live events, tours, cultural programming, or ticketed experiences.
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Familiarity with U.S. cultural, literary, or media audiences.
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Experience integrating paid social with email marketing and broader digital strategies.
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Understanding of premium brand positioning and refined audience targeting.
Scope & Structure
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Contract or retainer-based engagement (hours scalable based on campaign volume).
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Fully remote position.
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Monthly retainer or project-based structure depending on availability and experience.
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Immediate start preferred due to continued U.S. expansion.
Reporting Line
This role reports to the Head of Marketing at FANE Group and works closely with How To Academy’s U.S. leadership, producers, and creative teams.
How to Apply
Please send a brief introduction, relevant experience, and examples of conversion-focused campaigns you have managed to:
