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 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 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