Paid Media Specialist

Job Purpose:

The Paid Media Specialist is responsible for the day-to-day ownership, execution and optimisation of betXchange's paid media activity, driving customer acquisition and commercial growth through efficient, measurable media investment.

This role is responsible for building, managing and refining high-performing campaigns that support key business objectives while ensuring efficient spend and measurable return.

The role works closely with Brand, CRM, Design, Content, Product and Senior Stakeholders to ensure all paid activity aligns with brand identity, campaign objectives and broader customer growth strategy

Key Responsibilities:

• Plan, build and manage paid media campaigns across relevant digital platforms
• Own budget allocation, pacing and optimisation to maximise performance and efficiency
• Develop channel, audience and bidding strategies aligned to acquisition and retention objectives
• Monitor campaign delivery and identify opportunities to improve click-through rate, conversion rate and return on ad spend
• Work with creative and content teams to brief, test and optimise ad assets and messaging
• Set up tracking, tagging and reporting requirements in collaboration with analytics and product teams
• Conduct ongoing audience, keyword and competitor analysis to inform campaign decisions
• Produce performance reports with insights, learnings and clear recommendations for improvement
• Ensure paid media activity aligns with brand standards, compliance requirements and commercial goals
• Support integrated campaign planning across paid, owned and earned channels
• Stay current on platform updates, industry trends and new opportunities within performance marketing
• Own paid media delivery against agreed acquisition targets, including registrations, FTDs, CPA, conversion and customer quality.
• Maintain clear monthly media forecasts and track actual spend and performance against approved budgets and targets.

Qualifications:

• Diploma or Degree in Marketing, Digital Marketing, Communications, Business or a related field preferred.
• Relevant paid media and performance marketing experience may be considered in place of a formal qualification.
• Relevant platform certifications, including Google Ads or Meta, would be advantageous.

DAY-TO-DAY EXPECTATIONS

• Launch, monitor and optimise campaigns daily across key paid media platforms
• Review campaign pacing, spend, performance trends and delivery issues to ensure targets are being met
• Adjust targeting, placements, bidding strategies and budgets based on performance data and campaign objectives
• Coordinate with creative team to refresh creative assets and improve ad relevance
• Analyse funnel performance and identify drop-off points or conversion opportunities
• Prepare regular performance updates and communicate campaign outcomes to relevant stakeholders
• Support testing plans across audiences, messaging, landing pages and formats to improve efficiency and scale
• Work closely with CRM and brand teams to align paid media with promotions, campaigns and seasonal activity
• Operate comfortably in a fast-paced environment where priorities, spend levels and timelines can shift quickly

Experience:

• 4-6+ years’ experience in paid media, performance marketing or digital campaign management.
• Hands-on experience managing campaigns across Meta Ads, Google Ads and programmatic environments.
• Experience managing significant media budgets, bidding strategies and campaign optimisation across multiple channels.
• Experience with tracking, tagging, pixels, UTM structures and conversion measurement.
• Experience with AppsFlyer, GA4 and attribution measurement.
• Experience conducting A/B testing and performance-led creative optimisation.
• Experience analysing full-funnel performance and identifying opportunities to improve acquisition efficiency and conversion.
• Demonstrated experience managing campaigns against commercial measures such as registrations, FTDs, CPA, conversion and ROI.

Bonus / Nice to have experience:

• Experience in online gaming, sportsbook, e-commerce or other high-performance digital environments
• Exposure to affiliate, app install or programmatic media buying
• Experience working with landing page optimisation and CRO principles
• Relevant platform certifications or advanced digital marketing training

Technical Competencies:

• Paid Media & Performance Marketing
• Media Buying & Optimisation
• Meta & Google Ads
• Programmatic Media
• Tracking & Attribution
• Conversion Optimisation
• Performance Analysis & Reporting
• Budget & Forecast Management

Behavioural Competencies:

• Analytical Thinking
• Accountability & Ownership
• Attention to Detail
• Initiative & Proactivity
• Adaptability & Agility
• Problem Solving

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