Senior Paid Social Manager

We’re looking for a Senior Paid Social Manager who can strategically lead and scale our acquisition efforts across paid social channels in the UK and Europe. You’ll bring deep expertise in managing multi-million-pound budgets, a data-driven approach, and a proven track record of driving large-scale growth. You will be responsible for leading strategy, execution, and innovation in our paid social performance, ensuring we stay ahead of platform changes and industry trends. You’ll also have a clear view on how AI is changing performance marketing, and you’ll build a team that uses it well.

You’ll be a Meta expert, with hands-on experience across bidding strategies, audience segmentation, attribution, and creative testing. Additionally, you’ll have experience scaling campaigns across TikTok, Twitter, LinkedIn. You’ll be a martech-savvy professional, comfortable with tracking solutions, first-party data activation, working with MMPs and advanced attribution modeling.

You will play a key role in shaping Tide’s international expansion and long-term paid social strategy, ensuring that performance marketing continues to be a key growth driver. This is an opportunity to lead and grow Tide’s in-house Paid Social team as an AI-enabled team, making a significant impact on the business.

• Owning and scaling paid social performance globally, ensuring we maximise efficiency and return on investment across all platforms.
• Managing and optimising multi-million-pound budgets, using advanced bidding strategies and automation tools to drive sustained growth.
• Building an AI-enabled paid social team, deciding which work AI should handle (creative production, reporting, bid and budget management) and which stays with people, then training the team to work that way.
• Embedding AI into creative and testing workflows, using generative tools to develop concepts, copy and variants faster, with clear quality, brand and compliance checks.
• Using AI and automation across the account, from platform tools such as Advantage+ to custom scripts, agents and reporting workflows that cut manual work.
• Developing and executing the paid social roadmap, identifying new opportunities, testing innovative strategies, and expanding our presence across emerging platforms.
• Driving a full-funnel approach, from awareness campaigns to high-intent lead generation and conversion, leveraging creative and audience insights.
• Collaborating with cross-functional teams (Data, Product, Web, Creative, and more) to align paid social strategies with Tide’s wider growth objectives.
• Championing attribution and measurement, ensuring best-in-class tracking, incrementality testing, and first-party data activation.
• Leading creative strategy, working closely with designers and copywriters to continuously test and optimise assets for performance.
• Staying ahead of industry changes, including privacy regulations (SKAD, ATT, IFDA), AI-driven platform updates, and new advertising solutions.
• Building and mentoring a high-performing, AI-literate paid social team, shaping the function as we scale both in the UK and internationally.

• You have 7+ years of experience in paid social marketing, managing large-scale campaigns across multiple platforms.
• You have a proven track record of driving large volumes of B2B acquisition through paid social.
• You’re an expert in Meta advertising (Facebook & Instagram), with deep knowledge of bidding strategies, audience segmentation, and ad creative best practices.
• You have extensive hands-on experience with LinkedIn Ads, Twitter, TikTok, and other secondary paid social platforms.
• You’re highly analytical, comfortable with incrementality testing, MMM, and data-driven decision-making.
• You have strong technical knowledge of tracking solutions, attribution modeling, and martech tools (Appsflyer, GA4, GTM, CDPs, Looker/Tableau, etc.).
• You have hands-on experience using AI in marketing, such as generative tools for creative and copy, LLMs for analysis, and automation for reporting and optimisation.
• You have experience building or leading a team that uses AI day to day, including setting standards, sharing prompts and workflows, and measuring the productivity gain.
• You’re comfortable with Meta’s AI-led campaign products (Advantage+, automated bidding) and know when to trust automation and when to override it.
• You have sound judgement on AI risk, including brand safety, accuracy of claims and data privacy, ideally in a regulated industry such as financial services.
• You understand how to drive performance across web traffic, mobile apps, and lead generation channels.
• You have a test-and-learn mindset, with a structured approach to experimentation and optimisation.
• You can effectively communicate complex insights, using data visualisation tools to tell compelling performance stories.
• You have experience managing agency relationships, but also thrive in an in-house, hands-on environment.
• You’re a natural leader, with experience mentoring and growing a team of paid social professionals.
• Fluency in a second language (French or German) is preferable.

• Make work, work for you! We embrace flexible working and remote-first arrangements.
• 25 days holiday + bank holidays.
• Vitality Health and Dental Insurance, with a proactive focus on mental and physical well-being.
• £1,000 L&D budget per year, plus up to three L&D paid days off.
• Enhanced family-friendly leave.
• Work abroad for up to 90 days a year.
• Snacks, drinks, and social events in our offices.

At Tide, we’re Member First and Data Driven, but above all, we’re One Team. We trust our employees to work in a way that suits them while delivering great results. Our offices are always available for those who want to collaborate in person, and we support remote work across the UK.