Role Overview
Own and scale paid campaigns for D2C e-commerce brands across Meta and Google, with strong analytical, planning and tracking depth.
Key Responsibilities
- Create media plans: channel mix, budget allocation, funnel split (TOFU/MOFU/BOFU), forecasting of spends, ROAS, CPA and revenue targets
- Plan, launch and optimise campaigns on Meta Ads and Google Ads (Search, Shopping, PMax, Demand Gen, YouTube)
- Diagnose performance drops with a structured approach: tracking, feed, budget and bid changes, creative fatigue, audience saturation, auction and seasonality
- Build and manage audiences across Google Ads, Meta Ads and GA4 (custom, lookalike, remarketing, customer match, predictive)
- Manage Google Merchant Center: feed setup, disapprovals, product data optimisation
- Implement and audit tracking: Meta Pixel and Conversions API, Google Ads conversion tracking, enhanced conversions
- Troubleshoot campaign, tracking and account issues end to end
- Use AI tools to speed up ad copy and creative ideation, audience research, reporting and performance analysis, with human review on every output
- Deliver actionable reporting and insights to clients and internal teams
Required Skills
- Proven expertise in building media plans and budget phasing for D2C brands, including sale and seasonal periods
- Detailed, hands-on knowledge of Meta Ads and Google Ads, including all features and functionality
- Strong Meta Pixel, CAPI and Google Ads conversion tracking knowledge
- Deep understanding of GA4: events, conversions, attribution, explorations, audiences
- Working knowledge of Google Tag Manager (tags, triggers, variables, data layer)
- Hands-on Google Merchant Center experience
- Working knowledge of AI-driven features in ad platforms (Advantage+, PMax, Demand Gen, AI Max for Search) and when to use or override automation
- Comfort using AI tools (ChatGPT, Claude, Gemini) for analysis, creative briefs and reporting automation
- Strong analytical thinking, with comfort in ROAS, CPA, AOV, CAC and funnel metrics
Good to Have
- Expertise in Shopify Analytics and reports
- Exposure to CRO collaboration with UI/UX and Tech teams
- Exposure to AI creative tools and basic automation (Looker Studio, Sheets/Apps Script, n8n or similar)