Social Media LA&C Sr Specialist

Be a part of a revolutionary change

At PMI, we are transforming our business and building our future on smoke-free products. This transformation creates new opportunities to connect with adult consumers through relevant, measurable and innovative digital experiences.

We are looking for a Paid Social Media LA&C Sr Specialist to shape and execute social media strategies across Latin America and Canada. This role combines strategic channel planning with hands-on activation, performance optimization, agency governance and cross-market collaboration.

Your day-to-day

• Define and evolve social media channel roadmaps aligned with regional brand, consumer and commercial priorities.

• Translate regional strategies into clear activation plans, operating standards and guidance for local markets.

• Lead the planning, deployment and optimization of paid social media campaigns.

• Partner with market teams to transcreate and adapt global and regional content into locally relevant executions.

• Integrate social media initiatives with broader digital marketing, media, CRM, ecommerce and consumer journey strategies.

• Define audience, targeting, content, measurement and optimization approaches across the regional portfolio.

• Establish and maintain KPIs, taxonomies, reporting standards and success criteria.

• Analyze campaign and channel performance, generate actionable insights and recommend optimization priorities.

• Manage agency and partner performance, ensuring quality, consistency, efficiency and accountability.

• Build relationships with platforms and partners to explore new formats, capabilities and innovation opportunities.

• Establish scalable workflows and guardrails that improve execution speed, brand safety and decision-making.

• Support the adoption of AdTech, MarTech, automation and data capabilities to improve personalization and performance.

• Lead defined workstreams within regional or global digital marketing initiatives and share best practices across markets.

Who we are looking for

• Bachelor's degree in Marketing, Communications, Digital Media, Business, Advertising or a related field.

• Solid experience in social media, digital marketing, paid media, content activation or digital channel management.

• Experience developing and executing social media strategies across multiple brands, markets or business units.

• Strong knowledge of paid social media planning, activation and optimization.

• Hands-on understanding of major social platforms, advertising tools, audience capabilities and measurement solutions.

• Experience managing media, creative, content or digital agencies.

• Ability to translate campaign and audience data into clear recommendations and business actions.

• Understanding of KPI frameworks, channel taxonomies, tagging principles and digital measurement.

• Strong project management, stakeholder management, communication and influencing skills.

• Ability to manage multiple markets and priorities in a complex regional environment.

• Strategic mindset, attention to detail and strong executional focus.

• Professional proficiency in English and Spanish.

• Experience working across Latin America, Canada or another multi-market environment is preferred.

What we offer

You will join a global organization undergoing significant transformation, contribute to visible regional initiatives and collaborate with diverse teams across markets. This role offers the opportunity to influence how social media operates, scales and delivers measurable value across LA&C.