The Challenge
Adobe's LATAM region is hunting for a social strategist who can keep the creative giant connected to evolving customer needs and communities. You'll own the full social playbook-from strategy to execution to optimization-across platforms for a region that's hungry for innovation.
Your Mission
Audit current LATAM social presence across all platforms and develop a unified voice & tone framework that increases engagement by 25%+
Launch 2-3 test campaigns across emerging platforms (TikTok, Threads, etc.) to identify highest-ROI channels for software/creative audiences
Establish baseline KPI dashboard tracking reach, engagement, conversion, and community health across all channels with weekly reporting cadence
Map and brief 2-3 agency/contractor partners on brand guidelines and campaign requirements; establish approval workflows
Scale top-performing test campaigns into recurring quarterly programs with 40%+ quarter-over-quarter growth in followers and engagement
Execute 4 major integrated social demand-generation campaigns with measurable pipeline impact (leads, SQLs, pipeline revenue)
Build and activate a community management playbook with clear escalation protocols and sentiment monitoring; reduce response time to <4 hours
Present regional insights to global Adobe social team; implement 3+ learnings from cross-regional collaboration into LATAM strategy
KPIs You'll Own
Social-Driven Pipeline Revenue
Track attributed revenue from social campaigns through UTM tagging and CRM integration; target $500K+ annual contribution.
Engagement Rate by Platform
Monitor likes, comments, shares, clicks per post; benchmark against industry (target 3-5% for B2B tech, 5-8% for Creative Cloud).
Community Growth & Retention
Measure follower growth rate, repeat engagers, and audience sentiment; target 15-20% QoQ follower growth.
Campaign ROI (Paid Social)
Cost per lead, cost per conversion, ROAS for paid social spend; maintain 3:1 ROAS minimum.
Content Performance Score
Proprietary ranking of top-performing post types, formats, topics; use to inform editorial calendar quarterly.
Tools & Stack
Your Team
Your Manager
LATAM Marketing Director
Current Team
You'll collaborate with regional counterparts, content creators, and community managers; matrix support from global Adobe social team
Backfill or new role (unclear from posting)
The Package
Salary
$95K-$130K base
Remote
On-site in São Paulo, Brazil (FULL-TIME)
Benefits & Perks
Company Intelligence
Adobe is a 30,000+ person creative and productivity powerhouse (Creative Cloud, Experience Platform, GenStudio). They're investing heavily in AI-powered tools and evolving customer communities globally. LATAM is a growth region for Adobe's expanding customer base.
Team Size
30000
Customers
Creative professionals, enterprises, SMBs globally
Culture
Mission-driven; ideas welcomed from anywhere; emphasis on creativity, impact, and raising the bar
Is This Role For You?
- You've built social programs from scratch or scaled them 3-5x; you have 8+ years in social media management with proven results in B2B or SaaS
- You're fluent in both organic strategy AND paid media (budgets, optimization, ROI tracking); you can move between platforms fast
- You thrive in matrix organizations; you can influence without direct authority and partner effectively across teams (content, product, sales, creative)
- You're data-driven and analytical but also creative; you don't just report metrics-you uncover insights and propose bold experiments
- You speak Portuguese or Spanish (strong plus) and understand LATAM cultural nuances; you're comfortable working on-site in São Paulo
- You've only ever done organic social or managed community-you need hands-on paid media experience and campaign measurement chops
- You prefer hands-off strategy; this role is 50% execution (content oversight, community management, agency briefs, calendar management)
- You get overwhelmed by ambiguity or matrix structures; Adobe is big and complex-you need to navigate cross-functional dependencies smoothly
- You can't commit to on-site work in São Paulo or lack Portuguese/Spanish language skills; LATAM market context matters here
Interview Process
Screening call (30 min)
Recruiter confirms background, work history, and location/visa eligibility for Brazil on-site role
Portfolio & case study review
Share 2-3 social campaigns you led (organic + paid); be ready to discuss strategy, execution, results, and learnings
Manager interview (45-60 min)
LATAM Marketing Director dives into your social strategy thinking, approach to cross-functional collaboration, and familiarity with tech/SaaS audiences
Cross-functional panel (60 min)
Meet with content, community, and potentially paid media stakeholders; discuss how you'd partner with them and examples of past collaboration
Final interview (30 min)
HR/leadership round on culture fit, mission alignment, and on-site commitment to São Paulo
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About Redes Sociales roles
Social media professionals build and manage a brand's presence across platforms like Instagram, TikTok, LinkedIn, X, and YouTube. The best ones are equal parts creative, analytical, and community-driven.