Responsibilities

• Own the strategy, execution, and optimization of paid advertising campaigns, with a strong emphasis on Meta/Facebook. Google Ads (Search, YouTube) and LinkedIn are secondary channels you should be comfortable running.
• Manage campaign structure, audiences, targeting, budgets, bidding, testing, and optimization.
• Analyze CPL/CPA, conversion rates, CTR, CPM, ROAS, lead quality, and other performance metrics.
• Identify opportunities to scale successful campaigns and diagnose underperforming ones.
• Develop structured testing strategies across creative, messaging, audiences, offers, landing pages, and campaign structures.
• Stay ahead of Meta changes, AI, automation, emerging platforms, and new performance-marketing opportunities.
• Use campaign performance to determine what creative we should develop and test next.
• Identify winning hooks, messaging, angles, offers, imagery, and video concepts.
• Produce static ad creative yourself when speed matters: build variations, resize for placements, swap headlines and hooks, and get new tests live without waiting on a design queue.
• Source and direct video: brief our video producer, find UGC creators and stock footage, pull clips from webinars and recordings, and turn raw footage into ad-ready cuts (or manage an editor who does).

Requirements

• Significant hands-on experience managing Meta/Facebook paid advertising.
• A proven track record of personally managing and optimizing meaningful advertising budgets.
• Demonstrated results in lead generation, customer acquisition, or performance marketing.
• Strong knowledge of campaign strategy, audience targeting, creative testing, conversion funnels, and landing pages.
• The ability to analyze performance and independently determine what needs to change.
• A strong understanding of both the analytical and creative sides of paid media.
• Working creative skills. You can build a static ad in Canva, Figma, or Photoshop, use AI image and video tools, and do basic video editing (CapCut, Premiere, or similar). You don't need to be a designer, but you can't be stuck when one isn't available.
• Experience sourcing creative: UGC creators, stock, freelance editors, and repurposing existing footage.
• Landing page and CRO experience. You've used heatmaps and session recordings, you can spot a broken funnel, and you've run page tests that moved conversion rate.
• Experience developing testing strategies, not simply executing someone else's.

Preferred

• Experience in financial services, insurance, annuities, investments, lead generation, or another highly competitive performance-marketing environment.
• Google Ads and YouTube campaign experience.
• Experience marketing to an older (55+) audience.
• Familiarity with AI tools for creative production, copy, and analysis.