Paid Social Lead

Job Description

Paid Social Lead

Campaign Management & Execution

• Plan, build, and optimise paid social campaigns across Meta (Facebook/Instagram), TikTok, Reddit, and X (Twitter) using platform-native tools
• Execute full-funnel campaign setups (prospecting, retargeting, conversion) aligned to performance KPIs such as CPL, CPA, ROAS, and LTV
• Leverage platform automation and AI-driven solutions (e.g. Meta Advantage+ / AI campaigns, TikTok Smart+) to scale performance efficiently
• Continuously monitor and optimise campaigns based on performance data, identifying opportunities across audience, creative, bid strategy, and placements
• Manage campaign pacing, budgets, and spend allocation to ensure efficient delivery and maximise return

Tracking, Measurement & Reporting

• Manage robust tracking frameworks including Meta Conversions API (CAPI) to ensure accurate measurement and attribution in a privacy-first environment
• Understand and troubleshoot signal loss issues (iOS/privacy changes) and improve data quality through server-side tracking and first-party data integration
• Analyse campaign performance using platform analytics and tools such as Google Analytics, identifying trends and optimisation opportunities
• Produce regular, high-quality performance reports with clear insights, learnings, and actionable recommendations
• Conduct A/B testing across creatives, audiences, and bidding strategies to drive continuous improvement

Creative, Audience & Platform Optimisation

• Apply audience strategies such as lookalikes, retargeting, and signal-based targeting to improve acquisition efficiency
• Ensure creatives follow platform best practices
• Maintain a strong understanding of platform trends, algorithm changes, and new ad formats to keep campaigns competitive

Collaboration & Process

• Work closely with Paid Search, Analytics, Creative, and broader Acquisition teams to ensure integrated campaign strategies
• Support campaign planning, audits, and performance reviews across the wider Paid Digital Acquisition team
• Maintain high standards of quality assurance (QA) across campaign setup, tracking, and reporting
• Support reconciliation and finance processes

Skills & Competencies

• Strong hands-on expertise across Meta Ads Manager, TikTok Ads Manager, Reddit Ads, and X Ads
• Solid understanding of tracking and attribution, including Pixels, CAPI, Events APIs, and first-party data strategies
• Experience working with AI-driven campaign types and automation
• Strong analytical mindset with the ability to interpret campaign data and translate it into actionable insights
• Knowledge of full-funnel paid social strategy, including audience segmentation, retargeting, and creative testing frameworks
• Excellent attention to detail with strong Excel/data analysis skills
• Ability to work in a fast-paced environment with changing priorities

Experience Requirements

• 4+ years’ hands-on experience managing paid social campaigns (agency, in-house, or ad-tech)
• Proven experience managing campaigns across multiple platforms (Meta required; Tiktok/Reddit/X strongly preferred)
• Demonstrable experience implementing or working with Meta CAPI or server-side/event-based tracking solutions, critical for maintaining data accuracy in modern advertising environments
• Experience optimising campaigns against performance KPIs (CPL, CPA, ROAS, conversion volume)
• Strong reporting experience, including translating performance data into clear insights for stakeholders
• Familiarity with analytics tools (e.g. Google Analytics) and attribution frameworks
• Exposure to highly regulated industries (e.g., financial services, insurance, fintech) is highly advantageous