Senior Paid Social Specialist

Cardiff

3d•$100,000 - $125,000•Remote

About The Position

This role owns both Meta and TikTok, focusing on one person, one creative strategy, and one budget decision about where the next dollar goes. The Senior Paid Social Specialist will be responsible for the end-to-end management of paid social campaigns on Meta (Facebook and Instagram) and TikTok, including account structure, campaign objectives, budget allocation, bid strategy, and placement decisions. This role also involves managing the creative engine by briefing the creative team, maintaining a testing calendar, and implementing a robust testing framework. Additionally, the specialist will manage creative fatigue, own audience strategy on Meta, run the creator and Spark Ads program on TikTok, and oversee the measurement stack on both platforms. A key focus will be on guarding lead quality, working closely with the influencer program, leading growth-audience initiatives, and protecting the accounts from policy risks. The role requires honest reporting, including insights on underperforming strategies, with clear recommendations backed by data.

Requirements

5 years+ managing paid social directly at scale in a direct-response or lead-gen context.
Experience personally managing at least $500,000 in monthly paid social spend, with experience approaching or exceeding $1 million per month strongly preferred.
Hands-on management of both Meta Ads and TikTok Ads.
Proven Conversions API and TikTok Events API implementation and troubleshooting experience.
Experience with Spark Ads, creator whitelisting and creator sourcing or management.
A creative point of view, able to assess creative effectiveness.
Genuine native fluency in both Meta and TikTok platforms.
Familiarity with Meta and TikTok financial services and special ad category policies.

Nice To Haves

Direct influencer and creator marketing experience (sourcing talent, negotiating, briefing partnerships, managing deliverables, measuring performance).
Experience running an influencer program alongside paid amplification.
Video editing ability or fast-turn creative production experience.
Experience running paid social in a regulated or lending category.
YouTube, Snapchat or Reddit paid experience.

Responsibilities

Own paid social end to end on Meta (Facebook and Instagram) and TikTok: account structure, campaign objectives, budget allocation between the two platforms, bid strategy and placement decisions.
Run the creative engine: brief the creative team with specificity, maintain a testing calendar, and hold a real testing framework (hook, format, length, aspect ratio, talent).
Manage creative fatigue as an operating discipline by watching frequency and CTR decay and ensuring a steady queue of creative for refreshes.
Own audience strategy on Meta, including lookalikes built off funded customers, exclusions of existing and in-process borrowers, and geographic weighting.
Run the creator and Spark Ads program on TikTok: source creators, manage whitelisting and spark codes, and run paid amplification of organic posts.
Own the measurement stack on both platforms (Meta Conversions API and TikTok Events API), ensuring event placement, quality scores, deduplication, and accurate reconciliation with Salesforce data.
Guard lead quality, focusing on cost per MQL and MQL-to-fund rate, and making informed decisions on lead-form versus site-apply strategies.
Work hand in hand with the influencer program to turn talent into performance by deciding which creators and celebrity assets get paid budget, briefing creative needs, holding partnerships accountable to fund-rate numbers, and feeding results back into future collaborations.
Lead the growth-audience push, including Spanish-language creative and creators, and a program aimed at women entrepreneurs.
Protect the accounts by managing restrictions, special ad category requirements, and appeals proactively.
Report honestly on performance, including what is not working, with clear scale-or-hold recommendations backed by fund-rate data.