Paid Media & Creative Specialist (Contract)

Paid Advertising Management:

• Plan, build, launch, and optimize campaigns in Meta Ads Manager and Business Manager across Facebook, Instagram, Google Search, YouTube, and more.
• Manage prospecting, retargeting, custom-audience, and conversion campaigns with proper tracking parameters.
• Monitor delivery, spend, lead volume, and revenue to scale successful campaigns and pause underperformers.

Ad Copy and Creative Development:

• Write compelling headlines, primary text, CTAs, hooks, and scripts tailored to U.S. veteran audiences.
• Develop creative briefs for designers and video editors, ensuring brand compliance and platform policies.
• Recommend and test new image, video, testimonial, and direct-response concepts to improve performance.

Campaign Testing and Optimization:

• Maintain a structured testing plan across audiences, offers, copy, creative, placements, and landing pages.
• Analyze performance by platform, audience, and funnel stage to reduce acquisition costs while improving lead quality.
• Document test results and collaborate with cross-functional teams to enhance the lead-generation funnel.

Analytics and Reporting:

• Report on KPIs such as impressions, CTR, CPC, cost per lead, booked appointments, CAC, and ROAS.
• Connect advertising data to CRM and revenue outcomes while maintaining pixels, UTMs, and offline conversions.
• Provide weekly performance insights and budget recommendations to marketing leadership.