Digital Paid Media Specialist

About the role

We are seeking a proactive, performance‑driven Digital Paid Media Specialist to own and optimise paid campaigns on Meta, TikTok and YouTube. The role focuses on generating high‑quality leads, improving spend efficiency and using data‑driven insights to boost campaign performance across our paid social and video channels.

Key responsibilities

• Plan, build, manage and optimise paid campaigns on Meta Ads, TikTok Ads and YouTube.
• Set up account structures, budgets, audiences, placements and bidding strategies.
• Monitor daily performance against KPIs such as lead volume, CPL, conversion rate, ROI and spend efficiency.
• Produce weekly and monthly performance reports with actionable insights.
• Identify under‑performing elements and recommend corrective actions.
• Collaborate with creative teams to brief, test and improve ad creatives.
• Run A/B tests on formats, messaging, audiences, placements and landing pages.
• Ensure accurate tracking via pixels, GTM tags and attribution models.
• Work with internal stakeholders and external partners to enhance user journeys and campaign outcomes.
• Stay current with platform updates, paid‑social trends and best practices.

Required profile

• Degree, diploma or certificate in Digital Marketing, Marketing, Communications or a related field.
• 4+ years of hands‑on paid media experience, preferably in paid social and video.
• Proven track record managing campaigns on Meta, TikTok and/or YouTube/Google Ads.
• Strong experience with lead‑generation campaigns and optimisation for CPL and lead quality.
• Excellent analytical ability and a data‑first mindset.

Required skills

• Meta Ads Manager
• TikTok Ads Manager
• YouTube Ads (including Google Ads)
• Google Analytics 4 (GA4)
• Pixel and GTM tracking implementation
• Reporting dashboards
• A/B testing methodology
• Audience segmentation
• Campaign scaling and budget optimisation