Set up and launch paid campaigns primarily across TikTok DTC and TikTok Shop, with additional support on Meta (Facebook/Instagram), aligned with brand objectives and target audiences.
Develop and brief ad creatives (video assets, UGC-style content, copy, calls-to-action) built first for TikTok's platform, trends, and native formats — with Meta adaptations as needed.
Optimize live campaigns to maximize ROI by adjusting targeting, creatives, bids, and placements across TikTok and Meta.
Monitor daily performance metrics such as CPM, CPC, CPA, ROAS, and engagement rates at both the platform and account level.
Conduct A/B testing on creatives, audiences, offers, and campaign structures — with a focus on TikTok's unique testing environment.
Produce regular performance reports with insights and recommendations spanning TikTok Shop, TikTok DTC, and Meta.
Coordinate with creative and content teams to maintain a constant pipeline of TikTok-native assets and Meta-ready formats.
Stay ahead of TikTok platform updates, algorithm changes, new ad solutions, and shopping features, while keeping a working knowledge of Meta developments.
Troubleshoot tracking, set up conversion events, and maintain pixel health across TikTok Pixel and Meta Pixel/CAPI.
Manage budgets and pacing across channels to ensure campaigns stay within spend targets and hit efficiency goals.

Minimum 1–2 years' experience managing TikTok Ads campaigns; Meta experience is a plus but not the primary focus.
Strong, hands-on knowledge of TikTok Ads Manager and TikTok Shop ad formats — In-Feed, Spark Ads, TopView, GMVmax, and more.
Working familiarity with Meta Ads Manager and core formats
In-depth knowledge of TikTok-specific audience targeting, bidding strategies, and campaign optimization; solid foundational understanding of the same on Meta.
Creative mindset with an intuition for what performs natively on TikTok — short-form video, trending sounds, authentic storytelling.
Familiarity with pixel setup, server-side tracking, and attribution best practices across TikTok and Meta
Experience with budget management, pacing, and multi-channel reporting.
Excellent communication and collaboration skills.

Paid Media Manager

Key skills