Paid Social Executive (12 Months Contract)

Campaign build, management and account health 

• Build, launch and maintain campaigns across Meta, TikTok and X for web conversion, lead generation, app install and app-event objectives. 

• Manage assigned campaigns and markets day to day, including objectives, optimisation events, audiences, placements, bids, budgets, schedules, creative, copy and destination settings. 

• Execute accurate campaign duplication, bulk changes and asset uploads using available platform tools and approved workflows. 

• Monitor delivery and diagnose issues including limited learning, low delivery, audience saturation, frequency pressure, placement inefficiency and conversion-signal weakness. 

• Maintain account hygiene through naming conventions, labels, URL and UTM checks, disapproval checks, pre-launch QA, change logs and routine health reviews. 

• Identify and implement optimisation opportunities independently within agreed commercial and compliance guardrails. 

 Audience strategy and analysis 

• Build and maintain prospecting, retargeting and lifecycle audience structures aligned to campaign objectives and customer journey stages. 

• Use approved first-party, website, app-engagement and platform audiences, including custom audiences, lookalike or equivalent expansion and automated audience products where appropriate. 

• Maintain accurate exclusions and suppression logic to reduce overlap, protect prospecting activity and avoid inappropriate retargeting. 

• Analyse audience performance by market, funnel stage, creative and placement; identify saturation, weak quality, scale constraints and expansion opportunities. 

• Turn audience findings into clear actions across targeting, exclusions, budget allocation, creative briefs and campaign structure. 

Budget pacing and forecasting 

• Monitor spend against approved plans by platform, market and campaign, maintaining an accurate pacing view. 

• Flag over- or underspend risk early, explain the cause and recommend corrective action. 

• Reallocate budget within agreed guardrails based on performance, delivery opportunity, downstream quality and business priority. 

• Provide short-term forecasts and month-end outlooks, clearly stating assumptions and delivery risks. 

• Escalate material budget, tracking, policy or inventory constraints before they affect delivery. 

Creative performance and briefing 

• Analyse performance by creative concept, hook, message, proposition, format, duration, placement, call to action and variation where data is available. 

• Identify winning and underperforming patterns, creative fatigue and gaps in platform-native asset coverage. 

• Convert findings into clear test hypotheses and prioritised recommendations rather than descriptive commentary. 

• Brief the creative team on new concepts, iterations and platform-native variations, including objective, audience, insight, hook, message, format, required versions and success metric. 

• Track assets from briefing through launch and post-test analysis, documenting learning for future iterations and localisation. 

Landing-page and post-click performance 

• Monitor post-click conversion performance using available analytics, segmented by platform, campaign, audience, creative, device, market and landing page where useful. 

• Identify likely friction, message mismatch, weak journey alignment, broken links, tracking gaps or page-performance issues that may suppress conversion. 

• Check destination URLs, deep links, app-store routes, UTMs and campaign-to-page alignment as part of launch and ongoing QA. 

• Brief CRO, web, product or app teams on evidence-based improvement and testing opportunities; this role supports analysis and briefing rather than owning the full CRO roadmap or development. 

Competitor monitoring 

• Monitor observable competitor advertising, messaging, offers, creative formats and landing-page approaches across priority markets. 

• Use public platform ad-transparency and creative-discovery resources, alongside market observations, to identify material shifts and testable themes. 

• Turn observations into practical recommendations for messaging, creative formats, audience hypotheses, landing pages or structured tests. 

Structured testing 

• Maintain a prioritised test backlog across creative, audiences, placements, bidding and optimisation, campaign structures and landing pages. 

• Define a clear hypothesis, control and variant, primary success metric, guardrails and expected decision before launch. 

• Configure platform experiments or other agreed test designs, validate setup and protect data quality during the test. 

• Interpret results carefully, distinguishing directional evidence from conclusive findings and documenting limitations. 

• Record outcomes, decisions and next actions so learning can be reused across platforms and markets. 

• Support conversion-lift, brand-lift and incrementality studies through setup, QA and data collection under the direction of the paid social lead or measurement team. 

Tracking and measurement - web and app 

• Maintain working knowledge of platform pixels/tags, event configuration and server-side or conversion API concepts relevant to Meta, TikTok and X. 

• Validate conversion events and diagnose broken, missing, duplicated or misfiring signals; deep engineering implementation remains with Analytics or MarTech. 

• Work with Analytics and MarTech partners on event mapping, data quality, attribution settings and optimisation-signal readiness. 

• Use AppsFlyer or an equivalent mobile measurement partner for app campaign setup and analysis, including event mapping, attribution windows, deep links and app-event optimisation. 

• Understand privacy-related app measurement concepts, including SKAdNetwork, and flag material discrepancies between platform, MMP and backend reporting. 

Reporting and analysis 

• Run weekly analysis for assigned markets and identify key performance drivers, blockers, risks and opportunities independently. 

• Produce concise reporting covering performance versus target, budget pacing, funnel and quality signals, material changes and planned optimisations. 

• Provide actionable creative, audience, placement, platform and landing-page insights with clear owners and next actions. 

• Use spreadsheets confidently for pivots, lookups, reconciliations and large platform exports. 

• Maintain clear documentation for tests, budget moves, structural changes and material optimisation decisions. 

Multi-market delivery and agency QA 

• Execute and optimise multi-market and multi-language campaigns with appropriate consideration of local audience behaviour, creative conventions, copy and compliance nuance. 

• Coordinate translations and local validation where needed; do not rely on unreviewed machine translation for market-facing copy. 

• Turn around agreed ad hoc requests to deadline while protecting planned priorities. 

• QA agency output in assigned markets against agreed build, tracking, creative, compliance and reporting standards. 

• Escalate conflicts in market priority, resource or deadline risk promptly. 

Compliance and governance 

• Monitor and resolve ad and asset disapprovals, escalating policy or legal questions through the correct internal route. 

• Follow approved claims, disclaimers, targeting restrictions, landing-page requirements and market rules, maintaining an auditable record of material changes. 

• Apply disciplined pre- and post-launch QA covering naming, objective, audience, exclusions, placements, budgets, schedule, optimisation event, URLs, tracking, creative and policy status. 

Ways of working 

• Communicate proactively with the line manager on progress, blockers, decisions and deadline risk. 

• Organise concurrent market and platform priorities effectively and deliver to agreed timelines. 

• Collaborate with creative, CRO/web, app, analytics, MarTech, compliance and agency partners while retaining clear ownership of paid social execution. 

• Stay current with relevant changes across Meta, TikTok and X, applying new automation and AI-led capabilities only where they support agreed objectives and controls. 

Essential skills and experience 

• 2+ years of hands-on paid social experience, ideally in a high-competition or complex vertical. 

• Proven day-to-day campaign delivery across Meta, with practical hands-on execution across TikTok and X. 

• Experience managing both web and app acquisition campaigns, including optimisation to conversion and app events. 

• Ability to build, QA, launch, optimise and troubleshoot campaigns independently across concurrent markets. 

• Strong audience-management capability across prospecting, retargeting, first-party/custom audiences, expansion, exclusions and saturation analysis. 

• Ability to analyse creative performance and brief new concepts, iterations and platform-native variations to a creative team. 

• Practical budget pacing and short-term forecasting skills, including early identification of over- or underspend risk. 

• Experience designing and interpreting structured tests across creative, audiences, placements, optimisation and campaign setup. 

• Ability to assess landing-page and post-click performance and brief evidence-based improvements without requiring full CRO ownership. 

• Working knowledge of paid social conversion tracking, event validation and troubleshooting across web and app. 

• Strong performance-analysis and written-reporting skills, with the ability to convert data into prioritised actions. 

• Strong spreadsheet skills, including pivots, lookups, reconciliations and handling large data exports. 

• Disciplined QA and governance approach covering naming, URLs, tracking, audiences, budgets, creative, policy status and change logging. 

• Clear written communication for reporting upwards and briefing internal teams, agencies and external partners. 

• Proactive workload management, ownership of deadlines and early escalation of blockers or risk. 

Desirable skills and experience:

• Experience advertising financial services or another regulated category across Meta, TikTok or X, including policy restrictions, verification and disapproval resolution. 

• Experience managing multi-market and multi-language paid social accounts. 

• AppsFlyer or equivalent MMP experience, including app-event mapping, deep links, attribution windows and SKAdNetwork concepts. 

• Practical exposure to platform pixels, server-side measurement or conversion APIs, working with Analytics or MarTech teams on implementation and troubleshooting. 

• GA4, Looker Studio, Power BI or comparable analytics and reporting experience. 

• Experience supporting conversion-lift, brand-lift or incrementality studies and interpreting results appropriately. 

• Experience using public ad libraries or creative-discovery tools for structured competitor and creative monitoring. 

• Understanding of downstream quality, value-based optimisation or predictive customer-value signals. 

• Experience QAing agency work or coordinating delivery across internal and external partners. 

• Working knowledge of current platform automation and AI-led campaign products, with sound judgement on when to use or constrain them. 

Role boundaries:

• This is a hands-on channel-execution role, not ownership of the overall paid social or cross-channel strategy. 

• The role owns creative analysis, test recommendations and performance-led briefing; the creative team owns full concept development and production. 

• The role identifies landing-page and journey issues and briefs tests; CRO, product, web and app teams own their roadmaps and implementation. 

• The role validates and troubleshoots tracking and coordinates fixes; Analytics, MarTech or engineering own deep technical implementation. 

• The role may reallocate spend within agreed guardrails; material budget or strategy changes require the appropriate approval. 

• Competitor monitoring is based on observable information and is not a claim of access to competitor performance data.