Paid Social & Performance Marketing Specialist

I serve as the principal paid social specialist for multiple current clients and have supported around 10 clients across banking, insurance, retail/eCommerce, food, automotive, and B2B sectors.

My work includes planning, building, managing, and optimising paid social campaigns across Meta, TikTok, Pinterest, Snapchat, and LinkedIn. I align channel strategy, targeting, creative testing, KPI selection, budget pacing, conversion tracking, and reporting with client business objectives.

I also provide consultancy to client stakeholders, deliver onboarding and training for new team members, and design internal tools used by the wider paid social team for campaign estimation and pacing control.

I consulted and advised a rotating portfolio of SMB advertisers on Meta advertising solutions across Facebook and Instagram, supporting well over 100 businesses across the UK and Nordic markets.

My responsibilities included campaign strategy, setup, account structure, targeting, creative approach, tracking setup, measurement, troubleshooting, and performance optimisation.

I worked with eCommerce brands, local businesses, service providers, B2C advertisers, and B2B lead generation accounts, helping them improve campaign structure and make better use of Meta's advertising tools.

I supported SMB advertisers across Facebook and Instagram during an initial coordinator period.

My work focused on reviewing paid social performance, benchmarking campaign activity, identifying trends, troubleshooting platform issues, and providing campaign setup guidance.

This role led into my later Marketing Expert position on the same project.

I built my earlier career in architecture, technical consultancy, and project management, including self-employed activity through my own architectural practice.

I was responsible for client relationships, project coordination, delivery planning, budgeting, and stakeholder management. I also managed architectural projects from preliminary design through licensing and execution.

This experience gave me a strong foundation in structured problem solving, deadline management, and cross-functional collaboration, which continues to shape my approach to performance marketing today.