Growth Lead - Paid Social - Healthcare

About the Role:

We are looking for a heavyweight Media Buyer to lead our paid social and emerging channel strategy.

You are a data-obsessed, platform-native growth marketer who lives in Ads Manager but thinks in Creative Hooks.

You have likely managed millions in spend for multiple DTC clients at a top agency and are now ready to focus your expertise on scaling a single, high-impact brand.

You do not just follow best practices; you define them.

Key Responsibilities:

1. Channel Ownership:

- Full Meta and TikTok account ownership - strategy, architecture, execution, results.

- Budget pacing and allocation decisions are yours.

- You manage to the target.

- Daily optimization with documented rationale.

2. Diagnosis and Troubleshooting:

- When performance drops: check pixel health, CAPI event quality, UTM consistency, and the full conversion flow - before touching campaign settings.

- Use Clarity (or equivalent) to watch real user sessions - spot drop-off, rage clicks, and form friction that no dashboard shows.

- Reconcile Meta/TikTok data against internal analytics (Mixpanel and Tableau) and GA4.

- Know which number to trust and why.

3. Creative Strategy and Feedback Loop:

- The Creative Bridge: You consume social content relentlessly.

- You know what is trending on TikTok before it hits the mainstream.

- You will provide the Performance Filter for our creative team, identifying which hooks, visual styles, and CTAs are winning.

- Direct Response Copy: Write and iterate on high-converting ad copy that balances healthcare credibility with DTC scroll-stopping urgency.

- You will work with our creative strategist to make sure our creatives are always ahead of the curve.

4. Strategy and Measurement:

- Contribute to growth planning - not as an executor but as someone with a point of view.

- Own attribution infrastructure: Meta CAPI, TikTok Events API, GA4, UTM hygiene.

- Build and maintain the reporting framework the team actually uses.

Required Skills:

- Problems get fixed before anyone asks you to fix them.

- You bring recommendations with problems, not just problems.

- High autonomy environments are where you do your best work.

- You are genuinely technical.

- You have set up or verified CAPI, UTM parameters, and GA4 events - hands-on, not directed.

- Session recordings are a regular diagnostic tool, not something you open once a quarter.

- When data does not add up, you investigate.

- When it adds up too neatly, you are skeptical.

- You make creative teams better.

- Your briefs are specific enough that the first draft is close.

- You give feedback in terms of the problem to solve, not the execution to copy.

- You translate between performance data and creative instinct - fluently.

Must Haves:

- 4 - 7 years hands-on paid social - you built campaigns, not supervised them.

- Individually managing Meta full-funnel at $100K+/month with direct CPA accountability.

- Personally diagnosed and fixed a pixel, tracking, or attribution problem.

- Personally briefed creative - specific enough to get good work on the first draft.

- Active user of Clarity, Hotjar, or equivalent session recording tools.

- Able to reconcile platform data with Ad platform / GA4 and explain discrepancies.

- Strong written English - briefs, performance docs, stakeholder updates.

Strong Advantages:

- TikTok hands-on - Spark Ads, Events API, creative-first strategy.

- Regulated category experience (healthcare, pharma, finance, insurance).

- Canadian market knowledge - cultural context, French-English dynamics.

- Third-party attribution: Triple Whale, Northbeam, Rockerbox, or similar.

- UGC creator briefing and Spark Ad authorization workflows.

- Built a creative testing system from scratch.

(ref:iimjobs.com)