Paid Ads Specialist

About the Role You will manage paid advertising campaigns across Meta and TikTok, combining campaign optimisation with creative testing to drive customer acquisition and purchases. We are looking for someone with hands-on advertising experience, strong analytical and logical reasoning skills, and successful campaigns they can demonstrate. Appointment at Specialist or Senior Specialist level will depend on your experience, capabilities and track record. Key Responsibilities Plan, launch and optimise paid advertising campaigns across Facebook, Instagram and TikTok.

Manage campaign structures, audience targeting, placements, bidding and budget allocation.

Develop acquisition and retargeting strategies for different markets, audiences and travel needs.

Analyse performance across the customer journey to identify issues relating to creatives, audiences, offers, campaign settings or landing pages.

Design structured tests with clear hypotheses, success measures and documented findings.

Develop creative briefs and work with designers, video editors and content creators to test video hooks, messaging, formats and calls to action.

Monitor creative fatigue and use performance insights to guide new advertising assets.

Work with technical teams to validate conversion tracking and investigate discrepancies between advertising platforms and business data.

Report on customer acquisition costs, purchase conversion and advertising returns, with clear recommendations on what to scale, improve or stop.

Requirements At least 3 years of hands-on paid advertising experience, including managing campaigns on Meta and TikTok. Candidates with 5 or more years of relevant experience are encouraged to apply.

Strong data analysis and logical reasoning skills, with the ability to investigate performance changes and translate findings into practical actions.

Proven campaign success, supported by measurable results such as lower acquisition costs, improved purchase conversion or increased sales at sustainable returns.

Practical experience managing advertising budgets and making decisions based on campaign and business performance.

Ability to analyse creative performance, design meaningful tests and provide actionable feedback to creative teams.

Proficiency in Excel or Google Sheets, with a working understanding of conversion tracking and attribution.

Clear written and spoken English, strong ownership and effective collaboration across teams.

Preferred Experience International or multi-market advertising campaigns.

eSIM, telecommunications, travel technology, e-commerce or consumer apps.

Creator-led advertising, user-generated content, app acquisition or app attribution tools.

Relevant industry experience is an advantage; candidates from other industries with strong paid acquisition results are welcome. How to Apply Please submit your CV and one or two Meta or TikTok campaigns you have personally managed. Include the objective, market, approximate budget, timeframe, your responsibilities, testing approach and measurable results.