Tell us a little about yourself! 

I’ve been working in paid social media for about seven years and first got into running paid campaigns kind of by accident. From there, I was able to train myself in the basics before moving on to work at an agency, which provided the necessary training to enhance my abilities. 

What’s your role at WorkReduce? 

As a paid social strategist, I manage paid social campaigns across all available paid social advertising platforms. In some instances, I manage everything from the initial agency-client relationship all the way through the end of a campaign. At times I do everything from creating, managing and optimizing campaigns as well as presenting performance in a client-facing role, and providing reporting to everything in between 

How do you explain to your mom what you do for a job? 

I tell my mom if she went to a website and then goes on Facebook and keeps seeing ads for the brand whose website she visited, well, that’s what I do. 

How does your work impact our client’s business? 

Paid social is usually just one aspect of a client’s relationship with WorkReduce. Paid social is usually used alongside other digital advertising strategies to give clients coverage across all channels. As part of a specific client’s team during my time with them, I try to help and support them in any way possible to maintain both a good working relationship for myself with their internal team as well as maintaining a good working relationship between WorkReduce and the agency. 

You’ve been specializing in social media management, operations, and strategy since your first role at CBS (NY) in 2011. Since then, we’ve seen the rise of Snap, Pinterest, Reddit, and TikTok. How have these new(er) platforms changed the game in social media? 

For a while, everything was Facebook-only and knowing how to manage ads within Facebook was all a paid social strategist really needed. With the expansion of paid social media advertising platforms and options, it’s made the job of the strategist more complex and the need for knowledge on various platforms more expansive. The rise of the “newer” platforms made the marketplace for paid social media more diverse and competitive. 

When it comes to paid social media campaigns most platforms have embraced automation so brands can set and forget their campaign. Where do you think paid social benefits the most by keeping a human eye on results? 

The human eye is needed to truly maximize optimization within a campaign. There’s always room for improvement within a respective campaign and it can only be achieved by someone being close to it on an almost daily level. A tool like Facebook’s Campaign Budget Optimization is useful and in theory a great innovation, but in actuality, it doesn’t always perform the way it was intended, and the only way to provide the most efficiency and best results is through human adjustments. 

What’s the craziest job you’ve done before, and what did it teach you? 

In terms of the paid social, the craziest job I have done is managing upwards of 100 active Facebook campaigns at a time for events across North America. The campaign all had different geotargeting, budgets and flight dates. 

What’s the best piece of advice you’ve been given? 

Always learn new things. This holds especially true when working in paid media with platforms changes and new tools constantly becoming available. It’s important to try and stay on top of the latest in all platforms. That’s definitely something that WorkReduce brings to our client teams. 

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