Paid Social Media Marketing Specialist

IPG Photonics is revolutionizing the laser industry as the pioneering developer and leading producer of fiber lasers and amplifiers. Headquartered in Marlborough, MA, IPG has over 4,800 employees in more than 30 locations around the world. We aspire to work together with our employees and customers to apply light in ways that improve life.  

Our mission is to develop innovative laser solutions to make the world a better place. To accomplish this mission, we are committed to attracting and retaining the best talent and an engaged and thriving workforce that drives a sustainable future for our company and society.

Working at IPG Photonics you can expect challenging projects, a motivating and friendly environment, and competitive benefits. We are currently seeking a Digital & Social Media Specialist to develop and manage both our social media channels and web content. This role is responsible for creating content for social media, working cross-functionally to facilitate video and photo shoots as well as assisting in the management of the IPG website. This position will report to the Director of Strategy and work across multiple product lines and markets.

RESPONSIBILITIES

Social Media

• Plan, execute, and optimize paid social media campaigns, with a primary focus on LinkedIn advertising (sponsored content, lead gen forms, and campaign manager tools)
• Manage posting to social media accounts, including directing customer questions to the appropriate department and drafting relevant responses
• Influence and recommend strategy shifts based on metrics and the “pulse” of the industry through
• Write SEO-friendly headlines, video titles, video descriptions and additional copy that align with and are optimized for individual social media platforms
• Manage and promote the Social Media Employee Advocacy Program. Create and distribute social media 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. Ensure compliance with and implement on-page SEO best practices.
• Partner with
• Adhere to design guidelines and standards to establish best practices
• Maintaining 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 the development of social media specific 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 performance
• 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
• A 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 (with 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
• Proven experience running paid campaigns across major social platforms
• 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 salable design systems
• Good understanding of webpage design and content
• Strong aesthetic eye for social media graphics and the 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