Paid Social Manager, Investly

Job Description

Paid Social Manager, Investly

Please note

• Current work authorization for Canada is required for all openings.

• This is a full-time regular role.

• You will be working on a flexible hybrid schedule as part of Fidelity’s dynamic working arrangement.

*The work location for this role is 483 Bay Street in Toronto until approximately late 2026, when the work location will change to the new Mississauga office at 3 Robert Speck Parkway.

At Fidelity, we’ve been helping Canadian investors build better financial futures for over 35 years.  We offer individuals and institutions a range of trusted investment portfolios and services - and we’re constantly seeking to find new and better ways to help our clients.  As a privately owned company, we boldly embrace innovation in all areas as we continue to grow our business into the future.

Working with us means you’ll be part of a diverse and dedicated group of people who make a real difference for our clients and communities every day. You’ll have a wide range of opportunities to grow and develop your career in an inclusive environment where you’ll feel valued and supported to be your best - both personally and professionally.

The Opportunity

The Paid Social Manager is a hands-on role focused on  driving performance through content, audience strategy, and platform innovation . Reporting to the Manager, Paid Social Strategy, this role is responsible for executing and optimizing paid social campaigns across platforms like Meta, LinkedIn, TikTok, YouTube, and Reddit, amongst other emerging platforms.

This role will lead the development of  platform-specific strategies and tactics , ensuring content is tailored to platform and aligned with audience behaviors. The Paid Social Manager will own  audience segmentation and targeting , continuously testing and refining to improve efficiency and outcomes. They will also manage  platform budgets , monitor pacing, and identify opportunities to scale what works. This role will have a dedicated focus on mobile app user acquisition , leading paid social campaigns designed to drive high-quality app installs, registrations, onboarding completion, and meaningful in-app engagement. The Paid Social Manager will optimize across the full mobile acquisition funnel, using platform data, mobile attribution tools, app-event reporting, and audience insights to improve efficiency, scale qualified users, and support business growth objectives.

Collaboration is key. This role works closely with Mobile App, Product, UX, Analytics, Creative, Analytics, and Digital Marketing teams as well as agency partners to ensure campaigns are measurable, app events are properly configured, and media performance can be connected to downstream user actions aligned with broader business goals. The Paid Social Manager will also explore  new ad formats, beta opportunities, and emerging trends  to keep the business at the forefront of paid social innovation.

What You Will Do

Support paid social strategy & lead platform-specific tactics

• Partner closely with the Social Designer, Manager of Paid Social Strategy, Digital Marketing, Advertising and Content Marketing teams to align paid social strategy with creative direction and campaign goals. Ensure paid social is seamlessly integrated across the broader communications ecosystem—including paid and owned channels.

• Develop detailed, platform-specific paid social briefs for agency partners that reflect brand and performance objectives. Collaborate with internal stakeholders to ensure paid social campaigns support both brand awareness and acquisition goals, with a focus on driving measurable KPIs.

• Use tools like Adobe Analytics and other data platforms to uncover audience insights and inform targeting strategies for key investor segments. Leverage both internal and external data to ensure paid social plans are grounded in performance learnings and behavioral trends.

• Work with agency partners to ensure the right media mix, budget allocation, and platform tactics are in place to meet campaign objectives and deliver strong performance across all paid social channels.

• Lead paid social mobile app acquisition campaigns across Meta, TikTok, Snapchat, Reddit, YouTube/Google App Campaigns, and other relevant platforms, optimizing toward app installs, registrations, onboarding completion, qualified leads, funded accounts, and other approved in-app conversion events.

• Partner with Digital Marketing, Data Analytics, Product, App Dev, and agency teams to define campaign objectives, app-event strategy, audience segmentation, attribution requirements, and measurement frameworks.

• Develop platform-specific creative and media testing plans for mobile app campaigns, including short-form video, creator-style content, static, carousel, app-install units, retargeting, and sequential messaging.

Operational expertise

• Stay current on emerging formats, algorithm changes, and user behavior to ensure Fidelity’s paid social presence remains competitive and relevant.

• Keep up to date on social media platforms, trends, and best practices with regular check-ins with social platform partners.

Budget reconciliation and management

• Work closely with external partners to ensure timely invoicing, monthly reconciliation of billing and payments.

• Work closely with Manager, Paid Social Strategy to ensure paid social budget stays on track ensuring accurate pacing, efficient spend, and alignment to ad plans. This includes forecasting and reallocating based on performance.

Execute against annual business plan

• Support on presentations to obtain buy-in and alignment from the executive team and key stakeholders.

• Provide strategic insights, anticipating environmental changes that could impact platform performance.

• Contributes to budget setting on an annual and quarterly basis.

The Expertise You Bring

• Demonstrate an innovative, collaborative and proactive approach.

• Understanding of how and interest in building integrated marketing communications programs.

• Ability to communicate clearly, persuasively and diplomatically to a wide range of audiences.

• Must be very detail oriented and can work well under pressure.

• Self-starter and fast learner with the ability to work well independently as well as collaboratively.

• The ability to manage multiple priorities in an ever-changing environment and meet deadlines

• The position requires strong analytical, creative and organizational skills.

• Demonstrate experience in the following ad platforms, but not limited to, Meta, Google Ads/DV360, Reddit, LinkedIn, TikTok and Snapchat. Also, demonstrated experience in Meta App Campaigns, TikTok App Promotion, Snapchat app campaigns, Google App Campaigns, YouTube, Reddit, LinkedIn, and other paid social or app-growth platforms.

• Demonstrate experience building out detailed paid social strategies and tactics, preferably in the financial services sector.

• Experience with mobile app campaign measurement, app-event optimization, SDK/event tracking, mobile attribution platforms, deep linking, audience exclusions, retargeting, and privacy-constrained measurement environments.

• Understanding of mobile acquisition funnel dynamics, including install quality, onboarding friction, activation, retention, and downstream value.

What We’re Looking For

• 3+ years of paid social or digital acquisition experience, including hands-on experience managing mobile app install or app-event campaigns.

• University Degree with a focus in Marketing or Advertising required, or equivalent work experience.

• Experience optimizing campaigns across Meta, TikTok, YouTube/Google, Snapchat, Reddit, or LinkedIn.

• Strong understanding of performance marketing KPIs, including CPI, CPA, CVR, ROAS, CAC, app-event conversion rates, and funnel efficiency.

• Strong project management skills with the ability to manage agency partners, budge