Role Overview
Clients hire an Ads and Content Promotions Manager to translate product offers into fast-moving revenue through paid visibility. The core purpose of this role is to craft and manage campaigns that turn attention into sales—profitably and consistently. You’re here to connect product, platform, and performance—pulling the right creative switches and targeting signals to convert scrolls into checkouts. At the strategy level, clients expect you to shape campaign direction, optimize cost-efficiency, and scale what’s working without guesswork. If ads don’t move product, the business stalls. If they do, even one campaign can turn a store into a strong channel.
This is not just about launching TikTok ads or boosting content with budget. Clients don’t pay for motion—they pay for result-driven thinking that knows how to pair the right angle with the right audience at the right time. This role is not a creative editor, content scheduler, or junior media buyer. It’s a performance partner: you are accountable for return on ad spend and growth velocity. High-performing campaigns mean fast cash flow, and poor setups mean sunk cost. That’s the real trade—your decisions impact bottom line in weeks, not months.
Standards You Must Meet
• You’re expected to deliver ad campaigns that generate sales within days, not weeks — ROAS is tracked, not assumed.
• Clients rely on you to choose the right hooks, formats, and audiences that match buying intent — not just get impressions.
• Strategy must be backed by data; vague targeting or “just test and see” setups are seen as expensive guesswork.
• You must spot winners early and scale them fast — delayed optimization means missed profit windows.
• Every dollar in ad spend should have a clear performance purpose; poorly structured budgets won’t be tolerated.
• Strong coordination is expected between organic and paid content — campaigns must feel seamless to the end viewer.
• Your reports should show profit and momentum, not just clicks, reach, or video views; clients want bottom-line clarity.
• If campaigns stall or underperform, clients expect proactive diagnosis and pivot — not silence, excuses, or blame.
What You’ll Be Doing
• Launch, manage, and optimize TikTok ad campaigns with clear spend limits and ROAS targets tracked from day one.
• Select high-converting creative angles and audience groups based on performance signals — not generic interests.
• Analyze early data to spot potential winners and scale before cost-per-checkout rises or momentum drops.
• Monitor campaign metrics daily and shift budgets toward profitable ad sets while cutting what’s not converting.
• Sync paid pushes with organic content timing to amplify reach without diluting the brand message or user trust.
• Deliver weekly reports that clearly break down revenue performance, cash flow impact, and next-step adjustments.
• Flag performance drops immediately with a concrete read-and-react plan — clients should never follow up for answers.
• Guide content creators and VAs with clear campaign priorities, creative direction, and ad-placement reminders.
What You’ll Hand Over
• A live TikTok Ads campaign dashboard with active ad sets, daily spend pacing, and performance metrics tied to ROAS and CPA.
• A weekly Campaign Summary Report showing sales generated, top-performing creatives, and key optimization moves made.
• A validated list of winning hooks, audiences, and formats backed by in-platform data, ready for scaling or content replication.
• A pivot plan for any stalled ad sets, including competitive angle analysis and reallocation breakdown to recover spend.
• A synced content promotion calendar aligning paid ads with organic drops to maximize visibility and shopper trust.
Tools You’ll Need to Use
• TikTok Ads Manager – Core platform for launching, managing, and optimizing paid campaigns on TikTok.
• TikTok Creative Center – Essential for identifying high-performing trends, creatives, and ad formats tailored to TikTok.
• Shopify – Enables seamless backend coordination between product pages, tracking pixels, and conversion events.
• Google Analytics – Provides visibility on traffic sources, user behavior, and funnel performance across platforms.
• Meta Ads Manager – Used for retargeting and cross-platform support in multi-channel promotional strategies.
• Canva or Adobe Creative Suite – Key for visual content creation and on-brand ad creatives.
• Excel or Google Sheets – Critical for tracking ad spend, KPIs, and performance reports in an organized, client-ready format.
Why Work Smarter
At this level, it’s not just about knowing how to build automations — it’s about being aware that they exist, knowing what’s possible, and spotting repeatable tasks that should never be done manually more than once. If you don’t know how to trigger actions between SaaS tools, connect data across apps, or streamline reporting with AI-assisted dashboards, your clients are wasting money every week.
This knowledge isn’t officially “required” today — but the market already treats it like a baseline. OES sets this standard not based on trend, but because the most competitive sellers already demand it. If you’re serious about growth in this role, automation fluency moves from optional to essential — effective immediately.
Why Your Work Matters
If ads underperform, the business bleeds—fast. For TikTok Shop sellers running on thin margin and tighter timelines, every ad dollar must convert or it’s dead weight. This role sits at a profit choke point: when it’s done right, campaigns generate instant revenue and rapid scaling; when it’s done wrong, clients lose budget, momentum, and trust—sometimes in one day. There is no buffer in this space. Sellers are relying on your strategy to keep cash flow moving and product velocity high, not just to “test” what might work.
This is not backend support. This is frontline execution with bottom-line impact. Clients don’t hire Ads Managers to babysit dashboards—they hire performance thinkers who know how to extract profit from attention, and do it under pressure. The market rewards speed and accuracy, and punishes guesswork. At this level, if you’re not making the ad machine profitable, you’re the cost clients can’t afford.
What We Expect From You
As a Strategist in the Ads and Content Promotions Manager track, you are expected to bring sharp tactical judgment and financial accountability to every campaign. You don’t just launch ads—you make business decisions daily: which products to prioritize, how to allocate spend, where to test, and when to cut. You understand how promotional strategy fits within an ecom system, and you plan with profit, cash flow, and platform compliance in mind. Your role is to manage risk in real time while protecting the ad account and growing the store. This means knowing when to hold steady, when to push, and always backing your calls with data and reasoning.
We’re looking for someone who owns outcomes—not just tasks. If a video doesn’t convert or an ad set dies, you don’t wait for directions—you diagnose, plan, and adjust. You are expected to lead VAs with clarity while keeping the account manager informed at a strategic level. The team looks to you to design smarter promo cadences, optimize ROAS over time, and steer the content engine toward what actually sells. This role carries profitability on its back, and we only place Strategists in this seat who are prepared to carry that weight.
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$620 – $1,940
OES salary standards reflect real market benchmarks, tier and experience level, ensuring fair pay for VAs and realistic expectations for clients.
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