Performance Marketing

• Lead the Meta (Facebook/Instagram) and TikTok media strategy across demand capture (retargeting, prospecting, lower-funnel) and demand creation (UGC, storytelling and upper-funnel).
• Build and execute a growth roadmap by funnel stage, market and audience segment, including iOS and Android-specific tactics.
• Translate business goals into clear performance frameworks that balance bookings, CPA, LTV and margin efficiency.
• Partner with our Brand & Content team to transform influencer assets, UGC, and brand storytelling into performance-ready campaigns.
• Establish experimentation frameworks from scratch to continuously test formats such as static, video, reels and stories to unlock new creative growth levers.
• Drive a structured test-and-learn agenda that combines creative intuition with data-driven validation.
• Own end-to-end campaign management and optimisation, leveraging Meta’s automation and TikTok Ads Manager tools.
• Manage audiences, bids, and creative to maximise ROI while scaling efficiently across markets.
• Maintain always-on retargeting engines while continuously pushing prospecting and awareness performance.
• Collaborate with Brand & Content, Marketing Analytics and Product to align briefs, creative delivery, and performance insights.
• Act as the in-house expert on Meta and TikTok, advising colleagues on platform best practices, creative requirements, and emerging opportunities.
• Analyse campaign performance and turn data into actionable insights on budget allocation, targeting and creative strategy.
• Report clearly on business impact, focusing on incremental bookings, CPA, LTV and margin efficiency.
• Establish incrementality testing from scratch. Identify the necessary MMM/attribution inputs to inform AI-driven bidding/creative optimisation and support our broader acquisition strategy and unified measurement model.
• Manage collaboration with our media agency partner to ensure alignment on strategy, execution and results.
• Work closely with Meta and TikTok reps to unlock beta tools, first-mover opportunities and platform guidance.

Paid Social Lead – Meta, TikTok

Paid Ads Manager

Growth Marketing Manager, Paid Ads – LinkedIn

Performance Marketing Specialist

Paid Media Strategist

PPC Specialist