Paid Digital Advertising Manager

We are seeking a hands-on Paid Digital Advertising Manager to plan, build, launch, and optimize paid campaigns across Meta (Facebook/Instagram), X (Twitter), and TikTok. This role is responsible for end-to-end campaign execution—from strategy and audience development to creative testing, optimization, and performance reporting. This is not a “boost post” role. You will be expected to architect full-funnel campaigns, manage budgets efficiently, and drive measurable outcomes (leads, installs, conversions, or revenue). Key Responsibilities

Campaign Strategy & Planning

Develop paid media strategies aligned to business goals (awareness, demand generation, conversions, installs).

Build full-funnel campaign structures (TOF/MOF/BOF) across Meta, X, and TikTok.

Define KPIs, success metrics, and testing hypotheses per campaign.

Campaign Setup & Execution

Create and manage campaigns, ad sets, and ads in:

Meta Ads Manager

X Ads

TikTok Ads Manager

Set up audience targeting, including:

Custom audiences

Lookalike audiences

Interest and behavioral targeting

Implement budget pacing, bid strategies, and flighting.

Creative & Messaging

Collaborate with creative/content teams to:

Develop ad copy, hooks, CTAs, and creative briefs

Test multiple creative formats (static, video, short-form, UGC-style)

Lead A/B testing for:

Creative variations

Copy

Audiences

Placements

Optimization & Performance Management

Monitor campaigns daily and make real-time optimizations to:

Improve CTR, CPA, ROAS, or CPI

Reduce wasted spend

Analyze performance trends and adjust:

Creative rotation

Targeting

Budgets

Bidding strategies

Analytics & Reporting

Track and report on performance using:

Native platform analytics

Google Analytics (GA4)

Attribution tools (if applicable)

Deliver clear weekly and monthly reports with insights and next steps.

Translate data into actionable recommendations for scaling or course correction.

Platform & Policy Management

Stay current on platform policy changes, ad formats, and algorithm updates.

Ensure all ads meet platform compliance and brand guidelines.

Troubleshoot ad disapprovals, delivery issues, and tracking problems.

Required Qualifications

3–6+ years of hands-on experience managing paid social campaigns

Proven experience with:

Meta Ads (Facebook & Instagram)

X Ads

TikTok Ads

Strong understanding of:

Conversion tracking & pixels

Audience segmentation & retargeting

Creative testing frameworks

Experience managing monthly ad budgets with accountability for performance

Ability to work independently and own results

Preferred Qualifications

Experience with app installs, lead gen, or e-commerce campaigns

Familiarity with:

GA4

Appsflyer / Adjust

Tag Manager

Experience working in fast-paced or high-growth environments

Prior in-house experience (vs agency-only)

What Success Looks Like (90 Days)

Campaigns are fully structured and documented across all platforms

Clear creative testing roadmap is in place

Performance reporting is consistent, accurate, and actionable

CPA / ROAS benchmarks are met or improving

Spend is efficient, controlled, and scalable

Nice-to-Have Traits

Highly organized and detail-oriented

Comfortable owning accountability for performance

Strong communicator with creative and leadership teams