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 continuously enhance campaign performance.

Key responsibilities

• Plan, build, launch and optimise paid campaigns across Meta Ads, TikTok and YouTube.
• Set up account structures, budgets, audience targeting, 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 channels, audiences or creatives and implement corrective actions.
• Collaborate with creative teams to brief, test and refine ad creative.
• Run A/B tests on ad formats, messaging, audiences, placements and landing pages.
• Ensure accurate tracking through pixels, GTM tags and attribution models.
• Work with internal stakeholders, agencies and external partners to improve user journeys and overall campaign results.
• Stay current with platform updates, paid‑social trends and industry best practices.

Required profile

• Degree, diploma or certificate in Digital Marketing, Marketing, Communications or a related field.
• At least 4 years of hands‑on paid‑media experience, preferably in paid social and video platforms.
• Proven track record managing lead‑generation campaigns and optimising CPL, lead volume and conversion rates.
• Strong analytical mindset with the ability to translate data into practical improvements.
• Excellent communication, collaboration and stakeholder‑management skills.

Required skills

• Meta Ads Manager
• TikTok Ads Manager
• YouTube Ads (including Google Ads interface)
• Google Analytics 4 (GA4)
• Pixel and Google Tag Manager (GTM) implementation
• Reporting dashboards and data visualisation
• A/B testing methodology
• Audience segmentation and campaign scaling
• Budget optimisation and spend management