Paid Social Manager (12 month fixed term contract)

Requirements

• Proven hands-on experience managing paid social campaigns on Meta (Facebook & Instagram) at scale, with a strong track record in performance/acquisition campaigns.
• Strong understanding of Meta's campaign structure, learning algorithm, audience targeting and optimisation levers.
• Experience developing or contributing to creative strategy for paid social - including testing hypotheses, briefing creative, and using data to identify what resonates with audiences.
• Comfortable working with performance data: analysing results, identifying trends, and turning insight into clear recommendations.
• Strong communicator – able to work collaboratively with a wide range of stakeholders, and present performance clearly to non-specialist audiences.
• Highly organised and detail-oriented, with the ability to manage multiple campaigns and priorities simultaneously.
• (Desirable) Experience running paid social campaigns for subscription or app acquisition products.
• (Desirable) Familiarity with TikTok Ads Manager and/or other paid social platforms.
• (Desirable) Experience with or genuine interest in using AI tools to support creative development, testing and performance marketing workflows.
• (Desirable) Experience with third-party measurement and attribution tools.

What the job involves

The Paid Social Manager will be a key driver of acquisition performance within the Acquisition & Performance Marketing team, reporting into the Head of Paid Social. The role is responsible for delivering subscription and app growth across key brands including Good Food, Radio Times, BBC Gardeners' World and BBC History. This is not purely a campaign execution role. Alongside managing day-to-day campaign delivery, the Paid Social Manager will play a central part in shaping how we approach creative strategy, structured testing and learning – working with internal stakeholders across creative, analytics and brand marketing to build a more systematic and scalable approach to paid social. Meta (Facebook and Instagram) will be the primary focus, with TikTok and other emerging platforms as secondary channels.

Lead the planning, execution and optimisation of paid social campaigns across Meta (primary), TikTok and other relevant platforms, focused on subscription and app acquisition. Support growth across print and digital subscriptions and apps including Good Food All Access, Radio Times All Access, BBC Gardeners' World All Access and BBC History All Access. Manage campaigns end-to-end – from briefing through to launch, daily optimisation, performance monitoring and reporting – ensuring delivery on time and within budget. Manage paid social budgets effectively, allocating spend to maximise performance against acquisition targets.

Work closely with key internal stakeholders to develop and evolve paid social creative strategy, with a focus on identifying and testing the customer problems and jobs-to-be-done that each brand solves. Lead the development and prioritisation of creative hypotheses, identifying which customer problems, messages and executions to test, and structuring tests so we learn what scales, not just what wins in the short term. Build and maintain a systematic creative testing framework across Meta campaigns, ensuring learnings are documented, shared and acted on. Brief performance creative clearly and effectively, working with creative teams to produce and iterate on assets quickly enough to support a high-velocity testing programme.

Stay current with AI tools and emerging approaches to creative development and testing, and actively explore how these can improve the speed and quality of creative output. Design and manage campaign and ad set structures that are optimised for learning – ensuring spend is concentrated enough to generate meaningful signal. Continuously evaluate whether current campaign structures are helping or diluting learning, and make recommendations accordingly. Analyse campaign performance using platform reporting and third-party measurement tools, providing clear, actionable insights and recommendations to the wider team. Deliver regular performance updates and post-campaign analysis to marketing teams and stakeholders.

Work closely with Marketing Managers to understand campaign objectives, KPIs and commercial priorities, translating these into effective paid social plans. Act as a key point of contact for paid social across the business, supporting both core brands and ad-hoc campaign requests. Support knowledge sharing across the team, including running training sessions to help Marketing Managers and wider colleagues improve their understanding of paid social best practice. Keep up to date with platform developments, algorithm changes, industry trends and new opportunities – particularly across Meta – and bring relevant insight back to the team. Provide guidance and support to team members to help ensure strong campaign delivery and development across the team.