Meta Ads Specialist

We are seeking an experienced and data-driven Full-Time Meta Ads Specialist to lead the strategy, execution, and optimization of all paid social advertising campaigns across Meta platforms (Facebook, Instagram, Messenger) for a portfolio of diverse agency clients. This is a highly strategic, client-facing role that requires a mastery of performance marketing fundamentals combined with a strong creative intuition and a dedication to staying ahead of platform algorithm shifts.

The ideal candidate not only knows how to execute, but is also fluent in the latest AI-driven delivery systems, such as the Andromeda update, and understands the new imperative of creative diversification over hyper-specific audience targeting.

Key Responsibilities

I. Campaign Strategy & Optimization (The Science)

Client Performance Ownership: Plan, launch, manage, and scale high-performing campaigns across multiple client accounts and the entire marketing funnel (TOFU, MOFU, BOFU) to meet aggressive ROAS/CPA targets.

Advanced Targeting: Utilize a deep understanding of audience segmentation, including Custom Audiences, Lookalikes (LALs), and Advantage+ Audience parameters, to maximize signal density and conversion efficiency tailored to each client's unique target demographic.

Platform Expertise (Post-Andromeda): Structure campaigns for success in Meta’s evolving AI-driven environment. This includes consolidating campaign structures, embracing broad targeting, and leveraging Advantage+ automation tools for budget and placement optimization.

Tracking & Data Health: Ensure flawless implementation and maintenance of the Meta Pixel and Conversions API to ensure clean, high-quality data reporting and optimal ad delivery signals for every client property.

Budget Management: Rigorously monitor campaign spend, perform daily optimizations, and manage bids and budget allocations (CBO/Advantage+ Budget) to maximize efficiency and scale across your assigned client portfolio.

II. Creative Strategy & Storyboarding (The Art)

Creative as the New Targeting: Proactively lead the creative strategy, recognizing that ad creative is the primary lever for performance in the current Meta landscape.

Storyboarding & Visual Planning: Suggest, plan, and formalize storyboards and visual concepts for new ad creatives, focusing on mobile-first, vertical video (Reels/Stories) formats.

A/B Testing Discipline: Implement a rigorous, continuous creative testing framework (e.g., 8-15 distinct creative concepts per campaign) to consistently refresh the ad library and combat ad fatigue.

Collaboration: Serve as the critical bridge between the Media Buying team and the Content/Design teams, ensuring all visual and copy assets are briefed correctly, align with platform best practices, and address specific audience angles.

III. Reporting & Platform Intelligence

Client Analysis & Reporting: Analyze performance data daily, weekly, and monthly, translating complex metrics (e.g., CPM, CTR, ROAS, New Customer Ratio) into clear, actionable insights and strategic recommendations for client presentations and internal stakeholders.

Innovation & Updates: Stay current with all major platform updates, policy changes, and algorithmic shifts (e.g., Andromeda, iOS updates). Implement necessary changes immediately to maintain account performance and compliance.

Documentation: Maintain comprehensive documentation of all campaign setups, testing results, and optimization protocols.

Required Skills & Qualifications

3+ years of dedicated, hands-on experience managing and scaling high-budget paid advertising campaigns on Meta platforms (Facebook and Instagram).

Proven ability to manage and prioritize multiple client accounts and diverse campaign objectives simultaneously, ideally within an agency setting.

Expert-level proficiency in Meta Ads Manager and Business Manager, including deep knowledge of setting up Conversion Tracking, Catalog Feeds, and Dynamic Ads.

Demonstrable understanding of AI-driven ad delivery changes and how to adapt strategy to new automated systems (e.g., the importance of creative density and broad targeting in the current ad auction environment).

Proven visual aptitude and creative thinking with experience outlining and briefing impactful ad concepts/storyboards for video and static formats.

Exceptional analytical skills, highly proficient in Excel/Google Sheets, and the ability to interpret data beyond surface-level metrics.

Strong communication skills, capable of presenting complex performance data and creative rationale to stakeholders.

Meta Blueprint certification(s) strongly preferred.