At a Glance
- Tasks: Lead creative strategy for paid social campaigns and drive impactful messaging.
- Company: Join Amex GBT, a leader in travel innovation with a collaborative culture.
- Benefits: Enjoy flexible benefits, travel perks, and access to 20,000+ courses for personal growth.
- Other info: Inclusive environment that values your voice and offers career development opportunities.
- Why this job: Make a real impact in B2B marketing while working with cutting-edge technology.
- Qualifications: 5+ years in paid social and strong copywriting skills required.
Amex GBT is a place where colleagues find inspiration in travel as a force for good and – through their work – can make an impact on our industry. We’re here to help our colleagues achieve success and offer an inclusive and collaborative culture where your voice is valued.
We're looking for a Senior Manager, Paid Social Strategy to own the creative and messaging engine powering our paid social program across the full funnel. This role sits at the intersection of brand storytelling, B2B demand generation and performance marketing – translating audience intelligence, competitive insight and pipeline data into high impact creative and messaging that drives quality lead generation and revenue.
You will strategically align paid media strategy with organic social, brand and product marketing – ensuring creative is built for channel, audience stage and measurable impact. You will also bring structure and rigor to creative testing, messaging frameworks and cross-functional briefing processes that will help optimize and scale the global paid media program.
What you'll do
- Creative & Messaging
- Develop and own the paid social creative strategy across awareness, consideration, and conversion stages for B2B audiences.
- Build and maintain a full-funnel messaging framework: core value propositions, audience specific message variations and stage appropriate CTAs.
- Utilize data driven insights (ie: Gong, 6sense) to translate win/loss data, competitive intelligence into differentiated ad messaging and positioning.
- Partner with product marketing to align campaign messaging with product launches, strategic narratives and seasonal demand moments.
- Collaborate with organic social team to identify content for paid amplification and ensure message consistency across paid and owned channels.
- Creative Production & Briefing
- Author creative briefs that provide channel-specific guidance on format, copy, visual direction, audience/persona context and KPIs.
- Collaborate with internal design/content teams and external agencies to develop and produce campaign assets.
- Develop copy for paid social ads across LinkedIn, Meta, display formats – with a sharp editorial eye for B2B buyers and decision makers.
- Maintain creative asset library and versioning system to support rapid iteration and channel variation.
- Creative Testing & Performance
- Design and lead structured A/B and multivariate creative tests to generate statistically meaningful learnings.
- Produce consistent creative performance digest: top/bottom performers, winning messaging themes, emerging fatigue signals and testing roadmap.
What we need from you
- 5+ years of experience in paid social, content strategy, or integrated marketing, with at least 3 years focused on B2B creative and messaging.
- Demonstrated mastery of paid social creative that performs and successful audience targeting strategy.
- Outstanding copywriting skills — able to write crisp, conversion-oriented B2B ad copy across formats (single image, carousel, video, message ads).
- Experience building structured creative testing programs with documented hypotheses and performance analysis.
- Strong cross-functional collaboration skills — comfortable working with brand, product marketing, design, and performance teams simultaneously.
- Proficiency with paid social platforms (LinkedIn Campaign Manager, Meta Ads Manager) and familiarity with creative analytics tools.
- Data fluency: ability to read performance dashboards (CPL, TQL, pipeline influenced) and translate data into creative decisions.
Preferred/Additional Qualifications:
- Background in or exposure to B2B SaaS, travel tech, or enterprise software marketing.
- Familiarity with ABM strategies and account-targeted creative approaches (e.g., LinkedIn Matched Audiences, Conversation Ads for key accounts).
- Experience using conversation intelligence tools (Gong, Chorus) to inform messaging strategy.
- Exposure to creative automation platforms (Smartly, Pencil) or dynamic creative optimization (DCO).
- Experience with marketing automation platforms (HubSpot, Marketo) or CRM integration.
- Understanding of AI Overviews / LLM-driven search and their implications for upper-funnel paid messaging.
Location
United Kingdom
The #TeamGBT Experience
- Work and life: Find your happy medium at Amex GBT. Flexible benefits are tailored to each country and start the day you do. These include health and welfare insurance plans, retirement programs, parental leave, adoption assistance, and wellbeing resources to support you and your immediate family.
- Travel perks: get a choice of deals each week from major travel providers on everything from flights to hotels to cruises and car rentals.
- Develop the skills you want when the time is right for you, with access to over 20,000 courses on our learning platform, leadership courses, and new job openings available to internal candidates first.
- We strive to champion Inclusion in every aspect of our business at Amex GBT. You can connect with colleagues through our global INclusion Groups, centered around common identities or initiatives, to discuss challenges, obstacles, achievements, and drive company awareness and action.
- And much more!
All applicants will receive equal consideration for employment without regard to age, sex, gender (and characteristics related to sex and gender), pregnancy (and related medical conditions), race, color, citizenship, religion, disability, or any other class or characteristic protected by law.
Furthermore, we are committed to providing reasonable accommodation to qualified individuals with disabilities. Please let your recruiter know if you need an accommodation at any point during the hiring process. For details regarding how we protect your data, please consult the Amex GBT Recruitment Privacy Statement.
What if I don’t meet every requirement? If you’re passionate about our mission and believe you’d be a phenomenal addition to our team, don’t worry about “checking every box;
Senior Manager, Paid Social Strategy employer: Amex
Amex in Manchester is an exceptional employer, offering a dynamic work environment that fosters inclusivity and collaboration. With flexible benefits and travel perks, employees are encouraged to grow their careers while ensuring brand integrity and compliance. The company prioritises employee development, making it a rewarding place for those looking to make a meaningful impact in brand management.
StudySmarter Expert Advice🤫
We think this is how you could land Senior Manager, Paid Social Strategy
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Amex and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Amex are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Amex on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Amex. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Senior Manager, Paid Social Strategy
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Amex. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Amex:Show us that you’ve done your homework! In your application, briefly mention what you admire about Amex’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Amex
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Amex will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Amex, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
