Director of Digital Marketing

Overview

Soft Wave is looking for a Director of Digital Marketing who knows how to run paid advertising and organic social strategy across today’s most important platforms — Meta (Facebook/Instagram), Reddit, X (Twitter), Linked In, Google, and Tik Tok — and who can turn strong creative concepts into high-performing campaigns. We can provide creative direction and core assets — but we need someone who can take what we give them, tailor it for each platform, post/manage it organically, launch paid campaigns, and optimize performance over time.

This is a hands-on role for someone who understands that the best growth comes from combining platform-native organic content + performance-driven paid testing.

This description is intended to describe the general nature and level of work performed by individuals assigned to this role and is not an exhaustive list of duties, responsibilities, and skills required.

• Paid Media (Campaign Launch + Optimization)
• Translate business goals into campaign structure: targeting, budgets, bidding, placements, and pacing
• Own end-to-end execution: creative upload, audiences, optimization, scaling
• Build, launch, and manage campaigns across:
  Meta, Tik Tok, Linked In, Reddit, X (Twitter)
• Organic Social Strategy + Execution
• Post and manage organic content across the same platforms, ensuring content feels native (not copy/paste)
• Repurpose provided creative into platform-specific organic formats: short-form video edits / variations, captions, hooks, and CTAs, carousels, story-style posts, threads, etc.
• Build lightweight content rhythms (weekly cadence) to support consistency and testing
• Use organic performance data to inform paid creative (and vice versa)
• Creative Adaptation:
  Take provided creative concepts/assets and improve performance by adjusting hooks, headlines, primary text, CTA; formatting by placement (feed, stories, reels, Tik Tok, etc.); versions designed for each platform’s culture and user behavior
• Provide strong feedback and recommendations on creative direction: what angles to test, what formats win per platform, what to produce next to improve results
• Testing + Performance Insights:
  Monitor KPIs like CTR, CPC, CPL, CAC, ROAS, engagement, and conversion rate
• Run structured A/B tests weekly (creative, copy, audiences, placements)
• Deliver clear weekly reporting: what worked, what didn’t, and what we’re testing next and why
• Budget Management:
  Develop, manage, and allocate annual or project-based budgets across multiple digital channels (social, search, email, web)
• ROI and Performance Measurement:
  Track and measure the ROI of all campaigns, ensuring maximum value and profitability
• Optimize ad spend and conversion rates to enhance profitability
• Drive revenue through performance marketing initiatives like SEO, SEM, PPC, and paid acquisition
• Forecasting & Reporting:
  Proactively forecasting sales performance trends and preparing budget reports for executive stakeholders
• Bonus: SEO / GEO Alignment: collaborate with agencies supporting SEO and GEO, identify content themes that support search visibility, and help align organic social with broader content strategy

Required:

• 7+ years experience managing paid campaigns and/or growth marketing
• Hands-on knowledge of:
  Meta Ads Manager, Tik Tok Ads, Linked In Campaign Manager, Reddit Ads, X Ads
• Proven ability to optimize creative for performance (copy + structure + format)
• Strong grasp of what “native content” means on each platform
• Confident communicator who can recommend strategy and creative direction
• Performance-driven mindset (you care about results)
• Creative + analytical balance
• Quick testing cadence and strong decision-making
• Organized, proactive, and platform-fluent

Preferred:

• SEO experience (even lightweight), that’s a plus — but not required.
• SEO content strategy experience (keyword research, content themes, on-page basics)
• Experience integrating organic + paid into one growth system
• GA4, UTMs, conversion tracking knowledge
• Landing page optimization instincts (CRO)
• Experience with higher-consideration funnels (B2B, medical, SaaS, premium services, etc.)

• Sitting, standing and walking, which may be for…