Paid Social Media Specialist

About the role

Prime is seeking an experienced, performance‑driven Paid Social Media Specialist to lead its Meta advertising efforts. You will own the full campaign lifecycle, from strategy and budgeting to execution, optimisation and reporting, driving high‑quality lead generation and measurable commercial results.

Key responsibilities

• Develop and own Prime’s paid‑social strategy, focusing on Meta platforms (Facebook and Instagram).
• Plan, build, launch and manage campaigns, handling budgets, forecasts, pacing and performance against targets.
• Drive lead volume, lead quality, quotation conversion and customer acquisition at sustainable cost.
• Continuously optimise campaigns, audiences, placements, bidding strategies and creative formats.
• Design and execute structured testing plans across creative, messaging, audiences, lead forms and landing pages.
• Analyse performance beyond platform metrics, including qualified leads, quotations, policy sales and ROAS.
• Ensure accurate tracking using Meta Pixel, Conversions API, GA4, GTM and UTM parameters.
• Own the paid‑social measurement framework and improve CRM integration, offline conversion tracking and end‑to‑end reporting.
• Develop first‑party, custom, lookalike and retargeting audience strategies while maintaining data‑privacy compliance.
• Provide clear creative briefs and performance insights to creative and marketing teams.
• Monitor platform developments, advertising policies and emerging paid‑social opportunities.
• Maintain governance over campaign setup, budgets, account access, billing and data sources.
• Ensure all campaigns and materials comply with POPIA, platform policies, internal security standards and financial‑services advertising requirements.
• Prepare weekly and monthly performance reports with actionable insights.

Required profile

• Relevant qualification in Digital Marketing, Marketing, Advertising, Media, Communications or a related field.
• Approximately 4–6 years of experience in paid‑social or digital performance marketing.
• Proven hands‑on experience managing high‑volume lead generation campaigns on Meta platforms.
• Demonstrated ability to optimise campaigns for lead quality, cost efficiency and conversion.

Required skills

• Meta Ads Manager (Facebook & Instagram campaign management)
• Meta Pixel implementation
• Meta Conversions API
• Google Analytics 4 (GA4)
• Google Tag Manager (GTM)
• UTM parameter tracking
• CRM integration for lead and offline conversion tracking
• Audience segmentation and lookalike/retargeting strategy
• Data‑privacy compliance (POPIA) and advertising policy adherence