The Manager, Digital Marketing, develops and implements internet marketing strategies (paid and organic social) to drive brand awareness, optimize online user engagement and experience, increase marketing effectiveness and improve customer satisfaction. Executes online and digital marketing programs across multiple platforms to ensure Candela’s social presence across paid and organic social, affiliated marketing, social networking, and viral marketing to create “buzz,” drive traffic and generate sales in alignment with annual business goals. The ideal candidate is equal parts strategist and creator who can plan campaigns, execute content, and analyze performance to drive brand awareness, MQL growth, and consumable utilization.

Primary Responsibilities

Social Approach & Planning

1. Develop and execute integrated social media strategies across paid and organic channels (Facebook, Instagram, LinkedIn, TikTok, X/Twitter, YouTube, etc.).
2. Gathers and translates ideas into profitable, promotional marketing campaigns
3. Align campaigns with overall marketing objectives, product launches, and brand initiatives.
4. Identify emerging trends and platforms to keep the brand ahead of the curve.

Management

1. Plan, launch, and optimize paid social campaigns to maximize ROI and achieve KPIs (CTR, conversions, ROAS)
2. Administers and executes online promotions
3. Oversee organic content calendars, ensuring consistent brand voice and storytelling
4. Produce high-quality content (photo, video, Reels/TikTok-style short-form)

Analytics & Reporting

1. Track, analyze, and report on campaign performance using tools like Meta Ads Manager, Google Analytics, and native platform insight
2. Provide actionable recommendations to improve targeting, creative, and budget allocation
3. Monitor competitor activity and industry benchmarks

Collaboration & Leadership

1. Partner with cross-functional teams (brand, product, PR, sales) to ensure cohesive messaging
2. Manage external agencies or freelancers for paid media buying and creative production

Knowledge/Educational Requirements

1. Bachelor’s degree in Marketing, Communications, Business, or related field
2. Five plus (5+) years of experience in digital marketing with a focus on paid and organic social
3. Proven track record of managing multi-channel social campaigns with measurable success
4. Strong knowledge of ad platforms (Meta, LinkedIn Ads, TikTok Ads, YouTube Ads)
5. Excellent analytical skills with the ability to interpret data and translate insights into strategy
6. Creative mindset with strong copywriting and storytelling abilities
7. Experience with social listening tools and community management is a plus

Essential Job Requirements

1. Ability to balance creativity with data-driven decision-making
2. Strong project management and organizational skills
3. Excellent communication and presentation abilities
4. Passion for staying ahead of digital and social media trends
5. Strong video production and editing skills (Premiere, Final Cut, CapCut, Adobe Express, Canva, etc.). as well as capability in Microsoft Office – Word, Excel, PowerPoint
6. 10-20% travel required (Marlborough office & occasional trade shows/events participation)

This job description is not all inclusive and is intended to capture a majority of the job functions. Special projects and other tasks may be required by management.

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