The Paid Social Media Manager owns the Paid Social strategy across Meta, TikTok and emerging platforms, ensuring the channel plays a scalable, commercially accountable role across the full funnel. The role combines hands-on platform expertise with strong cross-functional influence across Brand, Trading, Creative, Data and Product.
Key Responsibilities
Strategy & Performance
Own Paid Social strategy across all markets with accountability for revenue, efficiency and incremental impact. Define channel roles across top, mid and lower funnel, lead budget allocation using incrementality and experimentation, and translate business objectives into clear roadmaps.
Channel Ownership
Full accountability for Meta and TikTok performance — campaign structure, audience and funnel strategy, creative testing and learning agendas. Evaluate and test new formats and emerging platforms.
Creative Strategy
Champion a creative-led approach to performance. Develop and build ad creatives (short-form video, carousels, images) tailored for platform-native algorithms. Partner with Brand and Creative teams to build repeatable testing frameworks and scale winning concepts across markets.
AI Fluency
Use AI tools to accelerate copy, creative variations and audience ideation. Confident with platform automation (Advantage+, automated bidding) and keeps pace with new tools, applied responsibly with attention to brand safety and data privacy.
Landing Page CRO
Design and optimise dedicated landing pages (e.g. Unbounce) to ensure a seamless post-click experience and strong conversion rates.
Measurement & Insights
Own Paid Social measurement standards with Analytics and BI. Evaluate performance on true business contribution using attribution and incrementality testing — not inflated platform metrics.
Leadership & Stakeholder Management
Act as the internal Paid Social voice, influencing budget planning, brand investment and cross-channel strategy. Manage an external agency, ensuring strategic alignment and delivery quality.
Essential
- 8+ years' Paid Social experience
- Deep hands-on expertise across Meta and TikTok
- Proven management of large, multi-market budgets
- Strong understanding of full-funnel marketing, incrementality and creative performance
- Agency management experience
- Commercial mindset with strong analytical capability
Desirable
- E-commerce or high-volume consumer background
- Exposure to attribution or MMM tools
- Experience integrating Paid Social with broader paid media strategy
