Senior Paid Social Specialist

This is a fully remote position, open to applicants in United States.

📋 Description

• Take full ownership of paid social initiatives across Meta, Facebook, Instagram, TikTok, and other social or creator-focused platforms.

• Oversee account structure, campaign goals, budget distribution, bidding strategies, and ad placements.

• Manage approximately two-thirds of Cardiff's paid media budget, currently around $1.3–2M per month across Meta and TikTok.

• Coordinate with the creative team, maintain a testing schedule, and manage structured testing for various hooks, formats, lengths, aspect ratios, and talent.

• Track creative fatigue by analyzing frequency and CTR decay while maintaining a continuous refresh strategy.

• Develop and execute Meta audience strategies, including funded-customer lookalikes, borrower exclusions, and geographic weighting.

• Execute TikTok creator and Spark Ads programs, which includes creator sourcing, whitelisting, spark codes, and paid amplification.

• Manage Meta Conversions API and TikTok Events API measurement, involving event placement, quality scores, deduplication, and Salesforce reconciliation.

• Ensure lead quality and optimize for cost per MQL and MQL-to-fund rates.

• Collaborate with the influencer program to select talent, brief content, assess performance, and guide future partnerships.

• Work alongside the web team on talent-specific landing pages and vanity URLs.

• Lead initiatives targeting Spanish-speaking audiences and women entrepreneurs.

• Navigate financial-services advertising restrictions, special ad categories, and appeals processes.

• Provide honest performance reports and make scale-or-hold recommendations supported by fund-rate data.

⛳️ Requirements

• A minimum of 5 years managing paid social campaigns directly at scale in a direct-response or lead-generation context.

• Proven experience managing at least $500,000 in monthly paid social budgets; experience approaching or exceeding $1 million per month is highly preferred.

• Hands-on experience with both Meta Ads and TikTok Ads is essential.

• Demonstrated experience in implementing and troubleshooting Conversions API and TikTok Events API.

• Familiarity with Spark Ads, creator whitelisting, and creator sourcing or management is required.

• A creative perspective and the ability to assess short-form creative performance.

• Genuine native fluency in Meta and TikTok platforms.

• Understanding of Meta and TikTok financial services and special ad category regulations.

• Experience in influencer and creator marketing is a significant advantage.

• Background in running influencer programs alongside paid amplification is a plus.

• Video editing or fast-turn creative production experience is beneficial.

• Experience with paid social in a regulated or lending category is an advantage.

• Additional experience with YouTube, Snapchat, or Reddit paid advertising is a plus.

🏝️ Benefits

• Up to a 15% annual performance bonus.

• Comprehensive medical, dental, and vision coverage.

• 401(k) retirement plan.

• Flexible time off in addition to standard holidays.

• Remote-first work environment with a home office allowance.