Job Title: Paid Ads Manager

Department: Ads Unit

Location: Chennai

Reporting To: Director – Strategy Centre

Employment Type: Full-time (Campaign Contract)

Role Overview

At Demos Project, we are seeking a highly experienced Paid Ads Strategy Lead to spearhead and manage the paid media execution for a high-stakes, state-level political social media campaign in Tamil Nadu. The ideal candidate will be responsible for building and executing an integrated ad strategy across Meta (Facebook & Instagram), Google, YouTube, LinkedIn, and Twitter/X, with a strong focus on audience targeting, geographic segmentation, narrative dissemination, and real-time performance.

You will handle a multi-crore ad budget, working closely with platform partners, content creators, design teams, analysts, and senior strategists to drive cost-effective, impactful results. This role demands deep platform expertise, creative instincts, strategic thinking, and a data-driven mindset.

Key Responsibilities

Strategy & Planning

• Develop a comprehensive paid media plan aligned with the broader campaign strategy, narrative goals, and electoral timeline.
• Segment and define target audiences across demographic, geographic, psychographic, and behavioral parameters.
• Create distinct paid ad funnels for different campaign objectives: follower growth, video viewership, influencer amplification, and sentiment shifts.

Execution & Campaign Management

• Oversee the end-to-end execution of ads on Meta (Facebook & Instagram), Google Ads (Search & Display), YouTube (Pre-rolls & Shorts), and Twitter/X.
• Manage ad accounts, audiences, placements, campaign structures, and budgets efficiently.
• Work closely with the Creative and Copy teams to ensure that ad creatives are aligned with platform specifications, campaign tone, and messaging objectives.
• Schedule, launch, and monitor ads in batches based on campaign milestones, topical events, and regional triggers.

Performance Monitoring & Optimization

• Continuously track and analyze ad performance metrics: CTR, CPM, CPC, CPV, ROI, reach, engagement, conversions, and sentiment influence.
• Prepare and present weekly performance dashboards to the Strategy Centre and Campaign Heads.
• Adjust targeting, budgets, creative formats, and placements based on insights, platform performance, and algorithm shifts.
• Ensure low-cost virality campaigns where applicable, and optimize for both awareness and action.

Cross-functional Coordination

• Coordinate with Platform Managers to align paid promotion with organic timelines and engagement cycles.
• Collaborate with the Monitoring Cell to fine-tune messaging based on real-time feedback and public sentiment.
• Manage inputs from influencer and meme page collaborations to integrate paid support for viral and impactful content.

Compliance & Best Practices

• Ensure all ad campaigns comply with platform guidelines and Election Commission regulations.
• Implement transparent attribution, tracking, and reporting mechanisms.
• Maintain detailed documentation of ad spends, strategies used, and results achieved for internal records and audit readiness.

Required Qualifications & Skills

Education

• Bachelor’s or Master’s degree in Marketing, Digital Advertising, Communications, Media Studies, or related fields.

Experience

• Minimum 5–7 years of hands-on experience managing paid ad campaigns at scale.
• Prior experience leading paid ads for a political, electoral, or cause-based campaign is mandatory.
• Strong portfolio of data-driven results, especially in high-pressure, time-sensitive projects.

Technical Proficiency

• Expert-level experience with Facebook Ads Manager, Google Ads (Search, Display, YouTube), Twitter Ads, and campaign tracking tools.
• Deep understanding of targeting models, lookalike audiences, A/B testing, remarketing funnels, and conversion tracking.
• Strong knowledge of ad policies, political ad compliance, and audience behavior in Tamil Nadu's digital ecosystem.

Soft Skills

• Analytical mindset with strong command over data interpretation and decision-making.
• Excellent coordination and leadership skills across teams.
• Strong written and verbal communication in both English and Tamil.
• High attention to detail and commitment to data accuracy.

Work Ethic & Environment

• Must be willing to work extended hours during high campaign periods, including weekends.
• Should be flexible, accountable, and operate with urgency and discipline under strict deadlines.
• High integrity, confidentiality, and political sensitivity expected.