Instagram/Facebook Ads & Content

Role Overview

We are looking for a Social Media Marketing & Paid Advertising Specialist responsible for managing the brand's social media presence, developing engaging content, and planning and executing paid advertising campaigns across Instagram and Facebook. The role will focus on increasing brand awareness, engagement, website traffic, leads, and sales through organic and paid social media marketing.

Key Responsibilities
1. Social Media Management
Manage the brand's presence across Instagram and Facebook.
Develop and execute a social media marketing calendar aligned with business and marketing objectives.
Create and publish engaging posts, reels, stories, videos, and promotional content.
Maintain consistent brand messaging, tone, and visual identity across social platforms.
Monitor comments, messages, mentions, and audience engagement.
Identify relevant social media trends and opportunities to improve reach and engagement.
2. Facebook & Instagram Advertising
Set up and manage Meta/Facebook Ads Manager campaigns.
Create campaigns for brand awareness, website traffic, lead generation, product promotion, and sales.
Define appropriate target audiences based on demographics, interests, location, behaviors, and customer profiles.
Set up campaign objectives, budgets, placements, schedules, and bidding strategies.
Create and test different ad formats, including image, carousel, video, story, and reel ads.
Develop multiple ad creatives and copy variations for A/B testing.
Monitor campaign performance and optimize campaigns based on results.
Manage daily/weekly advertising budgets and ensure efficient ad spend.
3. Campaign Optimization & Performance
Track key metrics such as reach, impressions, engagement, CTR, CPC, CPM, leads, conversions, ROAS, and cost per acquisition.
Identify underperforming campaigns, audiences, creatives, and placements.
Optimize campaigns to improve engagement, conversions, and return on advertising spend.
Conduct A/B testing of audiences, creatives, messaging, offers, and landing pages.
Prepare regular social media and advertising performance reports.
Provide actionable recommendations based on campaign performance.
4. Content & Creative Coordination
Develop content ideas and campaign concepts based on products, promotions, seasons, and target audiences.
Coordinate with graphic designers, video editors, photographers, and other creative resources where required.
Write engaging social media captions, ad copy, headlines, and calls-to-action.
Ensure creative assets are optimized for different Instagram and Facebook formats.
5. Audience & Growth Strategy
Research target customers, competitors, market trends, and relevant social media audiences.
Develop strategies to increase followers, engagement, website visits, leads, and conversions.
Build and manage retargeting audiences where applicable.
Support customer acquisition and remarketing campaigns.
Explore opportunities for influencer, creator, and collaboration-based marketing.
6. Tracking & Analytics
Set up and monitor relevant tracking mechanisms such as Meta Pixel and Conversions API, where applicable.
Ensure campaign conversions and website actions are tracked accurately.
Analyze customer behavior and campaign data to identify growth opportunities.
Use analytics to support marketing decisions and budget allocation.
Required Skills & Experience
2–5 years of experience in social media marketing and paid digital advertising.
Hands-on experience with Facebook/Instagram (Meta) Ads Manager.
Experience setting up, launching, monitoring, and optimizing paid social campaigns.
Strong understanding of Instagram and Facebook algorithms, formats, and audience targeting.
Experience with content planning and social media management.
Strong understanding of digital marketing metrics and campaign performance.
Ability to analyze campaign data and make optimization decisions.
Good copywriting and communication skills.
Creative mindset with an understanding of brand positioning and customer engagement.
Preferred Skills
Experience with e-commerce and performance marketing.
Experience with Shopify or other e-commerce platforms.
Knowledge of Google Analytics/GA4 and Google Tag Manager.
Experience with Canva, Adobe Creative Suite, or similar design tools.
Experience with influencer and creator marketing.
Knowledge of SEO and broader digital marketing practices.