Paid Social & Performance Lead
Good Life Plus
Multi-channel · Paid Social-led
Role at a glance
Department: Marketing
Reports to: Chief Marketing Officer (CMO)
Brands: Good Life Plus
Primary channels: Meta, TikTok, Google, Snapchat, X
Focus: Lead generation & direct response, UK + global markets
Location: Orpington office, 4 days per week (Thursdays work from home)
About the role
We are looking for an experienced, hands-on Paid Social & Performance Lead for Good Life Plus. Sitting within the marketing department and reporting directly to the CMO, you will own the day-to-day buying strategy, channel mix and performance optimisation. This is a senior individual contributor role for someone who lives in the ad managers, thrives in fast creative feedback loops with our in-house production team, and knows how to scale lead generation and direct response campaigns profitably across multiple geographies.
What you'll do
- Own end-to-end media buying across Meta, TikTok, Google, Snapchat and X, from channel strategy and budget allocation through to campaign build, optimisation and reporting.
- Lead paid social as the primary acquisition engine, with deep, hands-on expertise in Meta and TikTok Ads Managers (campaign architecture, audience strategy, bidding, attribution windows, CAPI / signals setup).
- Plan, launch and scale lead generation and direct response campaigns across the brand portfolio, with clear accountability for CPA, ROAS, LTV-to-CAC and downstream conversion quality.
- Run daily, weekly and monthly optimisation cycles covering pacing, bid management, audience refreshes, placement testing and structured experimentation.
- Work side-by-side with our in-house production team and external creative partners to brief, iterate and ship high-volume creative, operating tight feedback loops between ad performance data and creative output.
- Build and maintain a creative testing roadmap, identifying winning hooks, formats and angles, and feeding clear, evidence-based learnings back into production.
- Plan and execute campaigns across multiple international markets, adapting creative, offers, audiences and channel mix to local nuances (regulation, language, payment, prize relevance).
- Apply a strong working knowledge of the prize draw and real-money gaming (RMG) landscape, including platform policy, compliance considerations and competitive dynamics.
- Manage budgets across brands and channels with full P&L visibility, providing accurate forecasting, pacing and attribution-aware reporting to the CMO and wider leadership.
- Partner with CRM, product and partnerships teams to ensure paid traffic is matched with strong on-site experience, lifecycle journeys and offer mechanics.
- Stay ahead of platform changes (privacy, signal loss, new ad products and AI buying tools) and translate them into actionable shifts in our buying approach.
What we're looking forMust-haves
- Significant hands-on media buying experience in performance-led environments (agency, in-house, or both), with a proven track record of scaling spend profitably.
- Deep expertise across paid social, with Meta and TikTok as primary platforms, and strong working knowledge of Google (Search, Performance Max, YouTube), Snapchat and X.
- Demonstrable experience running lead generation and direct response campaigns at scale, with clear ownership of CPA, ROAS and downstream metrics.
- Experience working directly with creative teams in fast feedback loops, briefing production, reviewing performance and iterating on hooks and formats.
- Experience buying in international / global markets, not solely the UK, with an understanding of how to localise creative, offers and channel mix.
- Strong commercial instincts: comfortable with budget ownership, forecasting, and explaining performance and trade-offs to senior stakeholders.
- Highly numerate and data-fluent, confident in ad platforms, GA4, attribution tools and BI dashboards, and able to translate data into clear actions.
Nice-to-haves
- Experience in the prize draw, lottery, sweepstakes or real-money gaming (RMG) space.
- Familiarity with UK gambling / prize draw compliance and platform-level advertising policy across Meta, TikTok and Google.
- Experience with server-side tracking, CAPI, signal optimisation and consent / privacy frameworks.
- Exposure to CRM and lifecycle marketing, and how paid acquisition feeds into longer-term retention and VIP value.
- Experience with influencer-led paid social, UGC creator pipelines and partnership amplification.
What success looks like in 12 months
- Profitable, predictable scaling of paid acquisition for Good Life Plus.
- A high-cadence creative testing engine, with a clear, documented view of what works on each platform and why.
- Healthy diversification of channel mix beyond a single platform dependency, with measurable contribution from Google, Snapchat and X alongside Meta and TikTok.
- Successful expansion of paid activity into priority international markets, with localised playbooks.
- A best-in-class measurement and reporting setup that gives the CMO and leadership team confidence in every pound spent.
You'll thrive here if...
- You are genuinely operator-minded. You would rather be in the ad manager than in a deck.
- You treat creative as a performance lever, not someone else's problem.
- You are comfortable owning numbers, defending decisions, and changing your mind quickly when the data tells you to.
- You enjoy working across multiple brands and propositions in parallel, and can context-switch without dropping the ball.
- You want to help shape how a fast-moving consumer brand buys media at scale.
Job Type: Full-time
Pay: £28,000.00-£35,000.00 per year
Benefits:
Ability to commute/relocate:
- Orpington: reliably commute or plan to relocate before starting work (required)
Education:
Experience:
- Social media marketing: 1 year (required)
Work Location: In person
