Meta Specialist

**Job Purpose**: To recommend, strategise and implement paid social (namely Facebook and Instagram) campaigns.

**Summary**

As a Meta Specialist your main responsibility will be to make best practice recommendations, produce campaign strategies and implement paid social campaigns, predominantly on Facebook and Instagram (Meta). You’ll thrive in a fast-paced environment, have a high output and be good at adapting.

We are looking for someone who is passionate about Meta and how it can be used to drive fantastic results for clients. Hands on experience, an analytical approach and a hawk-eye for checking campaign builds and performance, is required.

You’ll be the port of call for the team to come to for questions around the platform; whether that’s to put together a proposal for a new or existing client, advise regarding performance, optimisation or troubleshooting, or to share what’s new on the platform.

You will work closely alongside Account Executives, Account Managers and Paid Specialists, reporting to the Head of Marketing.

**Responsibilities**

**Social ad campaigns (predominantly Facebook & Instagram ads)**

**Responsibilities**

**Social ad campaigns (predominantly Facebook & Instagram ads)**

**Strategy**
- Making best practice recommendations for campaign strategy; understand where social fits within the wider marketing strategy, selecting the campaign objectives and aligning the selected approach to this and the wider business goals
- Driving paid social strategies forwards by staying up to date with industry changes and making recommendations - and keeping the team updated too
- Develop awareness and conversion strategies, for lead gen and ecommerce websites
- Remarketing campaign strategy
- Creative strategy, aligning the message a user sees based on where they are in the funnel/campaign objective/targeting used

**Implementation**
- Creating audience targeting plans
- Setting up campaigns in Ads Manager from start to finish
- Writing ad copy
- Make creative recommendations for ad format/asset type based on objective/industry
- Select the best campaign objective based on KPIs
- QA campaign plans and campaign builds completed by co-workers

**Management, optimisation and reporting**
- Monitoring budgets - weekly and monthly and campaign level
- Monitoring and optimising campaigns
- Checking over accounts regularly, being across how the account is performing; being passionate about how it’s doing and what could be improved further and sharing this insight and recommendations with the Account Manager and clients
- Reporting and analysing performance; someone who is good with data; analysing results, providing strategic insights and learnings
- Strategy development and evolution; trying new tactics and testing. Is there a new campaign type/functionality that would improve results? Make a case for it
- Calls/tickets with Facebook AMs and any required troubleshooting; managing independently to troubleshoot and resolve issues - a keen problem solver

**Platform tools and advancement**
- Pixel management; set-up, troubleshooting
- Catalogues and xml feeds
- Audiences - custom, lookalike, remarketing
- A/B split testing
- Facebook/Instagram shop
- Facebook stores
- Dynamic ads
- Bidding and budget strategies
- Utilising Facebook’s delivery tools and working with the algorithm
- Account access and Business Manager management
- **Audits for leads** - interpret briefs and objectives, independently manage access, analyse and provide recommendations
- Be up to date with the latest Meta releases and share with the team

**Reporting**
- Populating and analysing weekly/monthly/campaign client reports on Looker Studio
- GA4 - having a good understanding to be able to analysis the paid social traffic in this platform
- UTM tracking
- Dynamic parameters; in-platform and in GA4

**Communication and list management**
- Accustomed to speaking directly to clients on calls/at meetings/written communications
- Attending client meetings and presenting, preparing agendas/presentations
- Attending internal meetings, updating our systems Asana and Basecamp with your task statuses
- Extremely organised, managing tasks and deadlines in Asana for to-do lists
- Use Upperdog templates and internal processes

**Desirable experience**
- Conversions API
- Ecomm shop set up
- Store set up (locations)
- Meta certifications
- Outside of UK campaign experience
- Import functionality
- Travel/leisure/automotive/home interior experience
- Experience with other channels - SEO, PPC
- Experience training juniors
- Automation experience for set ups, reporting etc
- Leadership skills and desire for progression
- Be able to make up-to-date top level strategy recommendations for other platforms, such as but not limited to: Twitter, Pinterest, LinkedIn, TikTok
- Reporting: Adobe Analytics, Excel reporting including tables and graphs

**What benefits can Upperdog offer you?**
- 30 days’ holiday plus Bank Holidays
- Flexitime
- Op