Paid Social Specialist
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Job Description
Paid Social Specialist scaling Meta and social advertising for Releaf, a UK medical cannabis clinic. Managing budgets, creative testing, compliance, and performance measurement.
Responsibilities:
- Report to the Head of Performance Marketing and work closely with the Paid Search Specialist
- Own and scale the paid social programme across Meta and other social channels
- Manage day-to-day Meta paid social activity across campaign structure, audiences, budgets, bidding, placements, and creative rotation on Facebook and Instagram
- Manage and pace significant monthly spend against CPA and volume targets, including forecasting and in-month course correction
- Run continuous creative testing across hooks, formats, angles, static versus video, UGC, and landing-page pairings
- Brief creative and communicate testing objectives and quality standards to the design team
- Own technical setup including pixel, Conversions API, event configuration, catalogue, and audience management
- Ensure ads, assets, and landing pages comply with advertising policy and sector-specific regulatory restrictions
- Manage ad rejections, restrictions, and appeals
- Own relationships with Meta account and support teams and pursue beta and alpha access
- Test, scale, or sunset activity on platforms such as TikTok and Pinterest
- Build business cases for new channel investment and run tests with clean measurement
- Own weekly performance reporting, monthly business reviews, and ad hoc leadership deep dives
- Analyse end-to-end performance in GA4 alongside platform data and explain discrepancies
- Use incrementality testing, geo tests, holdouts, or lift studies to measure paid social impact
- Feed insights into creative, landing pages, and offers, recommending changes based on evidence
Requirements:
- Strong, demonstrable, hands-on Meta paid social experience
- Proven track record managing significant paid social budgets with direct accountability for performance
- Genuine creative instinct and ability to turn creative performance insights into tests
- Comfortable with platform reporting, GA4, and discrepancies between the two
- Confident with numbers, spreadsheets, forecasting, and anomaly detection
- Able to work independently and prioritise
- Experience across other paid social platforms (desirable)
- Agency background or in-house experience in a tightly regulated industry such as healthcare, pharma, financial services, gambling, or legal (desirable)
- Working knowledge of German (desirable, not required)
- Knowledge of Conversions API/server-side tracking, Google Tag Manager, and consent mode (desirable)
- Hands-on ability to cut or edit creative (desirable)
- Experience with influencer, affiliate, or organic social as adjacent channels (desirable)
Benefits:
- Certified B Corp status
- Reasonable adjustments throughout the recruitment process
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