Paid Social Specialist

Job Description:

Key Role and Responsibilities

• Work closely with the Paid Social Lead to implement, manage, and optimize paid social campaigns across Meta, TikTok, Pinterest, Snapchat, and other relevant social platforms.
• Ensure campaign setup, trafficking, creative, tracking, and reporting requirements are completed accurately and within agreed lead times.
• Monitor campaign delivery and performance daily, optimizing budgets, pacing, targeting, placements, and creative elements in line with defined KPIs.
• Review media plans and campaign builds, providing recommendations and constructively challenging inputs to ensure alignment with client objectives, platform best practices, and Heineken’s planning governance.
• Lead or support conversations with platform partners on troubleshooting, campaign setup, best practices, platform recommendations, and issue resolution.

Qualifications and Key Experiences

• 2-4 years of experience managing paid social platforms and campaigns.
• Proficiency in paid social activation across Meta, TikTok, Pinterest, Snapchat, and other relevant platforms.
• Strong understanding of campaign objectives, buying methods, audience targeting, bid strategies, placements, creative formats, tracking, measurement, and setup guardrails.
• Experience working with social platform measurement solutions, including Brand Lift Studies, A/B tests, creative testing, audience testing, and platform learning agendas.
• Familiarity with brand safety, verification, responsible advertising, and media buying requirements across paid social environments.

Campaign Quality Assurance

• Ensure campaigns are aligned with Heineken’s planning governance, account taxonomy standards, media buying guardrails, responsible advertising requirements, and platform best practices.
• Strong attention to detail across campaign setup, budgets, targeting, creative, placements, tracking, brand safety, pacing, and reporting inputs.
• Ability to build and assess campaign test cases, including budget feasibility, success metrics, measurement approach, and recommendations to drive clear learnings and case study outcomes.

Professional Skills and Aptitude

• Strong critical thinking and problem-solving skills, with the ability to understand the rationale behind campaign setups, investigate issues independently, and proactively provide clear recommendations.
• Strongly numerate and comfortable managing large sets of data, media plans, and platform performance reports.
• Strong cross-functional collaboration skills, with the ability to work effectively across planning, creative, operations, reporting, platform partners, local markets, and regional account teams.
• Good command of English to ensure articulate and smooth communication with the central hub.
• Commitment to delivering first-class work every time, and never leaving a quality issue unchecked.

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