Reya - Freelance Paid Digital Advertising & Social Strategy Specialist

Client: Reya

Location: Remote

Contract: Freelance

Job Description

We’re looking for a strategic, technically skilled freelance Paid Digital Advertising & Social Strategy Specialist with deep experience building, executing, measuring, and optimizing paid campaigns across search and social platforms. You should be able to combine strategy + execution, crafting campaigns that drive measurable results, setting up robust tracking, and reporting insights that inform future growth.

You’ll oversee paid media across Meta (Facebook & Instagram), LinkedIn, Google Ads, and other digital channels where relevant. This role goes beyond basic posting and is designed for someone who thinks critically about performance, funnels, and cross-channel impact.

Key Responsibilities

Strategic Paid Campaign Leadership

• Plan, launch, monitor, and optimize paid advertising campaigns across platforms like Meta, Google Ads, and LinkedIn aligned with business goals (awareness, lead gen, conversion).
• Build audience segmentation and targeting strategies based on first-party data, lookalikes, intent signals, and performance insights.
• Select and adjust bid strategies and budget allocation structures based on historical and real-time performance.

Analytics, Tracking, & Measurement Setup

• Implement and validate conversion tracking, including onsite data measurement and tagging strategies (e.g., UTM tagging, server-side tagging, and basic GTM setup).
• Ensure tracking feeds into analytics systems so campaigns are measured accurately and holistically.
• Maintain consistent tagging conventions so performance is comparable across channels.

Reporting & Optimization

• Build and maintain reporting dashboards that combine paid platform data and analytics insights to show performance trends, ROI, CPA/ROAS, and funnel movement.
• Deliver regular performance reports that clarify actionable insights and optimization recommendations based on data trends.
• Conduct structured testing (A/B, creatives, audiences, bidding) and drive optimization cycles to improve outcomes.

Campaign Documentation & Strategy Development

• Document campaign structures, audience definitions, bid logic, and optimization playbooks for future reference.
• Provide strategic recommendations for channel prioritization, campaign refinement, and measurement improvements.

Collaboration

• Communicate performance, insights, and strategic adjustments clearly with internal teams and stakeholders.
• Participate in weekly checkpoints and strategy syncs.

Requirements

Required Experience & Skills

• Proven experience planning and executing paid digital advertising campaigns on Google Ads, Meta Ads Manager, and LinkedIn Campaign Manager.
• Strong understanding of audience strategy, bidding logic, budget pacing, and performance optimization.
• Comfort with analytics, including campaign measurement frameworks and reliable conversion tracking setup.
• Able to interpret data and translate insights into strategy recommendations and reporting.
• Experience with structured testing methodologies (A/B, multivariate) and optimization cycles.

Preferred Tools (Not Required but Highly Valued)

• Analytics & tracking: Google Analytics 4, conversion tagging strategies (UTMs, GTM)
• Reporting dashboards: Looker Studio / Google Data Studio, Excel/Google Sheets
• Experience with paid newsletter media buys or DSP-level campaigns is a plus.

Deliverables

By the end of your contract, you will be responsible for delivering:

• A comprehensive 3–6 month paid media strategy and campaign plan.
• Live campaigns with validated tracking and performance measurement.
• Reporting dashboards and weekly performance reports with insights.
• Documentation/playbooks for campaign structure, audience logic, and optimization steps.