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AI Summary
The Paid Media Lead will personally execute and manage end-to-end paid social campaigns across Meta, TikTok, and Google for a dealership network. Responsibilities include daily budget optimization, ad copy creation, performance reporting, and technical tracking implementation.
About the Role
Caribbean Automotive Network is looking for a Paid Media Lead, Social Media who builds and runs paid social campaigns personally, day in and day out, for our dealership network across the Caribbean. This is a hands-on, in-the-platform role, not a hands-off managerial one: you'll be the person actually logging into Ads Manager, setting up campaigns, writing ad copy, pulling reports, and adjusting bids and budgets in real time. You'll work closely with dealership marketing contacts and the creative team, but the execution and the results are on you.
Key Responsibilities
- Hands-On Campaign Execution: Personally build, launch, and manage every paid social campaign end-to-end in Meta Ads Manager, TikTok Ads Manager, and Google/YouTube Ads — account setup, audience targeting, bid strategy, ad copy, and creative specs — for every dealership in the network.
- Daily Optimization: Log in daily to monitor live campaigns, and adjust budgets, bids, targeting, and creative rotation yourself to hit CPL and ROAS targets — this is active, daily account management, not periodic check-ins.
- Ad Copy & Creative Production: Write and produce ad copy, captions, and creative variations directly, and resize/adapt creative assets to each platform's specs for new inventory, service specials, seasonal promotions, and always-on lead generation.
- Testing & Iteration: Personally set up and run structured A/B and multivariate tests across creative, copy, audiences, and placements, and implement the winning variants yourself.
- Tracking Setup: Personally implement and troubleshoot pixels, conversion events, and UTM tagging across every dealership account so every dollar of spend is trackable.
- Budget Pacing: Manage day-to-day budget pacing and spend across Meta, TikTok, YouTube/Google, and Snapchat directly inside each platform, balancing spend fairly across dealerships and markets.
- Regional Distribution: Personally adapt and launch campaigns for each island and language (e.g., English, French, Spanish, Dutch Caribbean), tailoring targeting and creative to local market nuances rather than handing this off.
- Performance & Reporting: Build and maintain your own performance dashboards and reports (cost per lead, ROAS, CTR, CPA); share results and recommendations with leadership on a regular cadence.
- Account Hygiene: Keep every ad account clean and organized, with clear naming conventions and consistent tracking, and stay hands-on with platform updates, new ad formats, and auto-industry best practices as they roll out.
What You'll Need
- Experience: 5-8 years personally building and running paid social campaigns day-to-day — this role is defined by doing the work, not delegating it.
- Platform Expertise: Deep, current hands-on fluency in Meta Ads Manager, TikTok Ads Manager, and Google/YouTube Ads — you know the interfaces cold and can build a campaign from scratch without help.
- Multi-Market Execution: A track record of personally executing campaigns across multiple markets, brands, or locations at once, not just overseeing others who do.
- Creative Chops: Comfortable writing your own ad copy and making basic creative adjustments (resizing, cropping, simple edits) without waiting on a designer for every tweak.
- Analytical Skills: Strong command of paid social KPIs, attribution, and reporting tools (GA4, native platform reporting, spreadsheets or BI dashboards) — you build your own reports.
- Remote Work Readiness: Comfortable working independently in a remote, distributed team, checking accounts daily and self-managing without close supervision.
- Regional Knowledge: Familiarity with the Caribbean region's media landscape, languages, or consumer behavior is a strong plus.
Required Qualifications
- Bachelor's degree in Marketing, Communications, Business, or a related field, or equivalent hands-on professional experience in lieu of a degree.
- 5-8 years of hands-on, day-to-day paid social/paid media execution experience (not primarily strategic oversight or agency management).
- Demonstrated, current proficiency personally operating Meta Ads Manager, TikTok Ads Manager, and Google/YouTube Ads — able to speak to specific campaigns built and managed.
- Legal authorization to work in the Caribbean region, or in the specific country of residence.
- Reliable high-speed internet and a home/remote work setup sufficient for daily campaign management and reporting.
- Availability to work hours that reasonably overlap with multiple Caribbean time zones and dealership business hours.
- Fluent written and spoken English; additional Caribbean languages are a plus but not required.
Nice to Have
- Prior hands-on experience running paid social for automotive marketing or dealership groups.
- Experience personally executing paid social for multiple brands or franchise locations under one umbrella.
- Additional language skills relevant to the Caribbean (French, Spanish, Dutch, or Haitian Creole).
- Basic graphic/video editing skills (e.g., Canva, CapCut, Adobe Express) for quick creative turnarounds.
What We Offer
- A remote-first role with the autonomy to build and own the paid social function across an entire regional dealership network.
- Direct impact on lead generation and sales performance across multiple markets and brands.
- A collaborative marketing team and leadership invested in scaling paid media as a core growth channel.
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