Senior Paid Media Specialist

We are looking for a creative, analytical and hands-on Senior Paid Media Specialist to build, develop and scale paid social for our growing portfolio of sweepstakes brands.

This is an exciting opportunity for someone who wants to take ownership of paid social from the ground up and play an important role in growing multiple consumer-facing brands.

The Role

As our Senior Paid Media Specialist, you will be responsible for building and managing paid social campaigns for our sweepstakes brands, with a strong initial focus on Meta (Facebook & Instagram).

You will work hands-on with everything from account and campaign setup, audience targeting and creative testing to tracking, optimisation and performance analysis.

You will work closely with our Digital Acquisition Manager, Programmatic Specialist, designers, and other members of the marketing team to ensure that our paid social activities support the overall acquisition strategy.

Key Responsibilities

Build and develop the paid social presence for our sweepstakes brands
Set up, manage and optimise paid campaigns across Meta
Develop and test new audiences, targeting strategies and retargeting campaigns
Plan and execute creative testing strategies across different brands and campaigns
Work closely with designers and content creators to develop engaging, high-performing ads
Write and test advertising copy and messaging
Continuously A/B test creatives, formats, audiences and campaign structures
Monitor campaign performance and optimise towards KPIs such as CPA, ROAS, CTR and conversion rate
Use data-driven insights to make informed decisions on budget allocation and targeting strategies
Identify opportunities to scale successful campaigns
Work with technical teams to implement, test and maintain tracking integrations such as Meta CAPI, pixels and SDKs
Monitor data quality and investigate discrepancies between advertising platforms, analytics tools and internal reporting
Support the development of the brands’ organic social media presence and content strategy
Explore additional paid social channels such as TikTok, Snapchat, YouTube and other relevant platforms
Stay up to date with social media trends, platform developments and new advertising opportunities
Ensure advertising activities follow relevant platform policies and requirements, particularly those applicable to the sweepstakes industry
Provide regular reporting, analysis and actionable insights on campaign performance

Who We Are Looking For

We are looking for someone who understands both the creative and performance sides of social media advertising.

You enjoy testing new ideas, analysing the results and quickly turning insights into better campaigns. You are comfortable working independently, taking ownership and building structures and processes from the ground up.

You have:

Minimum 3 years of hands-on experience managing performance-focused Meta/Facebook campaigns, ideally with a strong focus on lead generation or customer acquisition
Proven hands-on experience with Meta Ads Manager, including setting up Meta advertising accounts and campaigns from scratch
Strong experience running paid campaigns across Facebook and Instagram
Experience with audience targeting, retargeting and campaign optimisation
Experience with Meta CAPI, pixels and conversion tracking
Experience with MMPs, GA4, GTM and/or analytics platforms such as PostHog
A good understanding of performance marketing metrics, attribution and tracking
Experience with creative testing and A/B testing
Strong analytical skills and a data-driven mindset
A good understanding of what makes social media advertising convert
The ability to work independently and take ownership
Strong communication skills and the ability to collaborate with designers, content creators, technical teams and acquisition teams

Experience from sweepstakes, social casino, gaming, iGaming, e-commerce, entertainment or other high-volume B2C industries is considered a strong advantage.

Experience advertising products or services in industries with complex platform policies and advertising restrictions is also highly valuable.

What We Offer

You will have the opportunity to help build the paid social function for a portfolio of growing sweepstakes brands.

This is not a role where you simply inherit an established setup. You will have the freedom to test, learn and help define how we approach paid social across our brands.

You will join an international, fast-moving environment where ideas can quickly turn into campaigns and where performance, creativity and continuous experimentation are at the heart of how we work.

Senior Paid Media Specialist

Job Description