Paid Social Lead

About the Role

We are hiring a results-driven and creative Paid Social Lead to take ownership of our global social advertising strategy. In this role, you will lead paid campaigns across platforms like Meta (Facebook & Instagram), TikTok, Snapchat, LinkedIn, and Twitter/X, driving full-funnel performance from awareness through to conversion and retention.You will develop and optimize creative-led media strategies tailored to regional audiences, manage performance across diverse markets, and collaborate closely with creative, martech, and regional teams to maximize return on ad spend (ROAS) and customer lifetime value (LTV).This role is ideal for someone who combines strong creative judgment with analytical thinking, has a deep understanding of social media ad ecosystems, and thrives in high-growth, fast-paced environments.

Key Responsibilities

Global Paid Social Strategy & Execution

• Lead paid media strategies across Meta, TikTok, LinkedIn, Twitter/X, and Snapchat
• Develop targeting frameworks, audience segmentation, and campaign structures optimized for each platform
• Plan and execute A/B tests across creatives, placements, and objectives (e.g., app install, conversions, retargeting)

Creative Collaboration & Optimization

• Work closely with the Creative and UGC teams to brief and test high-performing ad assets
• Analyze creative performance and provide feedback for ongoing improvement
• Tailor messaging and asset format by region, device, and user journey stage

Performance Optimization

• Monitor daily performance and implement optimizations to maximize ROAS, reduce CPA, and improve conversion rates
• Use platform tools (Meta Ads Manager, TikTok Ads Manager, etc.) and third-party analytics to evaluate performance
• Maintain rigorous control of pacing, bid strategies, frequency capping, and campaign hygiene

Cross-Functional Collaboration

• Collaborate with Martech to ensure accurate tracking (Appsflyer, Firebase, GA4, UTMs, postbacks)
• Coordinate with regional performance leads to adapt strategies by market (e.g., LATAM, India, Russia)
• Align campaigns with wider acquisition and retention goals

Reporting & Analysis

• Own weekly and monthly reporting for paid social performance
• Provide insights into audience behavior, creative trends, and platform algorithm changes
• Propose channel innovations and emerging platform tests (e.g., Threads, Reddit Ads)
• Work closely with Growth Manager/Performance Lead
• Take up task provided by Head of Digital Marketing

Requirements

• 4+ years of experience managing paid social campaigns at scale
• Deep hands-on experience with:
  • Meta Ads Manager (Facebook/Instagram)
  • TikTok Ads Manager
  • At least one other paid social channel (Snapchat, LinkedIn, Twitter/X, Reddit, etc.)
• Strong creative eye with experience briefing, testing, and optimizing ad creatives (video, image, UGC)
• Proficient with performance marketing KPIs including CPA, ROAS, CTR, CVR, and LTV
• Experience with attribution tools like Appsflyer, GA4, Firebase, and UTMs
• Strong analytical and reporting skills with attention to creative vs audience-level performance
• Comfortable working across multiple time zones and regional stakeholders
• Experience in regulated or complex verticals (e.g., CFD, crypto exchange, gaming, fintech, online gambling, unlisted apps) is a strong advantage
• Experience in handling budget more than $1 Million and cloaking
• Must be able to talk Fluent English

Preferred Qualifications

• Experience with app-based growth or performance marketing for unlisted/non-traditional apps
• Background in high-intensity verticals like gaming, fintech, or e-commerce
• Familiarity with UGC strategy and content creator/influencer coordination
• Knowledge of ad policy restrictions in sensitive verticals or compliance-heavy markets