Digital Marketing Specialist (Paid Ads + Social Media Strategy)

Digital Marketing Specialist (Paid Ads + Social Media Strategy)

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Company Description

XO Bestie is a vibrant social marketplace connecting customers, service providers, businesses, and creators in the fashion and beauty space. We empower users to discover curated brands and services while helping entrepreneurs scale with the right tools, visibility, and support.

Role Description

We are looking for a highly creative and performance-driven Marketing Specialist who can manage paid ads, content strategy, influencer marketing, and social media growth. 

This role is perfect for someone who understands full-funnel marketing — from paid acquisition to organic growth, brand storytelling, community building, and creative direction. 

The ideal candidate is someone who can think strategically, plan content, execute campaigns, and optimize performance across multiple platforms. 

Key Responsibilities and Tools

1. Paid Ads: Google Ads & Meta Ads

• Plan, execute, and optimize campaigns across Google (Search, Display, YouTube, PMAX). 
• Manage Meta Ads across Instagram & Facebook for leads, conversions & sales. 
• Build retargeting funnels, custom audiences, and lookalike audiences. 
• Conduct A/B testing for creatives, audiences & ad copies. 
• Track ROAS, CPA, CTR, and optimize for efficiency. 
• Maintain clear reporting and insights. 

2. Content Strategy & Content Calendar Creation

• Build monthly content strategies aligned with brand goals. 
• Create detailed content calendars for Insta, FB, YouTube, etc. 
• Write creative briefs & content ideas for designers and video editors. 
• Understand audience psychology and create content that grows engagement. 
• Ensure brand consistency across all content. 

3. Social Media Management & Instagram Growth

• Manage all social media pages with a strong focus on Instagram growth. 
• Develop strategies to increase followers, reach, saves, and meaningful engagement. 
• Identify trending content formats (Reels, memes, UGC, storytelling content). 
• Track IG analytics and adjust strategy based on performance. 
• Engage with the community: comments, DMs, polls, stories. 

4. Creative Direction & Collaboration

• Give strong creative ideas to the design and video teams for: 
• Ad creatives 
• Static posts 
• Reels 
• Stories 
• YouTube thumbnails 
• Provide mood boards, references, and brand style direction. 
• Ensure creatives match campaign objectives. 

5. Analytics, Tracking & Reporting

• Use GA4, Meta Events Manager, Google Ads Dashboard, and Insights. 
• Track KPIs: ROAS, CPA, CPM, engagement rate, follower growth, content performance. 
• Optimize based on data, not guesswork. 
• Share weekly & monthly performance reports. 

Required Skills & Qualifications

• 2–3 years of hands-on experience in Google Ads & Meta Ads. 
• Strong expertise in Instagram content strategy and growth. 
• Experience creating content calendars and social media plans. 
• Good understanding of influencer marketing and creator collaborations. 
• Strong communication + creative storytelling skills. 
• Ability to generate ideas for designers & editors. 
• Experience with analytics tools (GA4, Meta Insights, Google Ads Manager). 
• Understanding of performance marketing metrics (CPM, CPC, CPA, ROAS). 
• Ability to manage multiple campaigns and deadlines. 

Nice-to-Have Skills

• Knowledge of TikTok Ads / YouTube Ads 
• Basic graphic design understanding 
• Content writing or scriptwriting skills 
• Ability to be on camera / host content 
• Familiarity with CRM tools (HubSpot, Mailchimp) 
• Experience with SEO (not mandatory) 

Qualifications & Technical Skills

Experience: