Senior Paid Social Manager

Some of the things you’ll be doing

• Owning and scaling global paid social performance: Managing multi-million-pound budgets and advanced bidding strategies to drive sustained growth.
• Driving a full-funnel approach: Leveraging creative and audience insights to build campaigns that span from brand awareness to high-intent lead generation and conversion.
• Leading an AI-enabled team: Building, mentoring, and shaping a high-performing paid social function as we scale internationally, defining exactly how human and AI workflows interact.
• Embedding AI and automation: Leveraging generative tools and custom scripts across workflows, reporting, and platform tools (like Advantage+) with strict brand and compliance checks.
• Leading creative strategy: Working closely with designers and copywriters to continuously test and optimise assets for performance, embedding AI tools where they accelerate production.
• Driving strategy and expansion: Developing the paid social roadmap, testing innovative strategies, and expanding our presence across emerging platforms.
• Collaborating cross-functionally: Working alongside Data, Product, Web, and Creative teams to align paid social strategy with wider business growth objectives.
• Championing measurement and tracking: Driving best-in-class attribution, incrementality testing, and first-party data activation while staying ahead of privacy regulations (SKAD, ATT, IFDA).
• Building and mentoring a high-performing, AI-literate paid social team, shaping the function as we scale both in the UK and internationally.

About You

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.

You’ll be a great fit if

• You have 7+ years of paid social marketing experience, with a proven track record of driving high-volume B2B or B2C acquisition.
• You have a deep understanding of ad creative best practices and a proven ability to collaborate with designers and copywriters to test and optimize high-performing assets.
• You are an expert in Meta advertising (including AI-led products like Advantage+) with extensive hands-on experience across LinkedIn, TikTok, and X/Twitter.
• You are highly analytical, combining deep technical knowledge of tracking/martech tools (Appsflyer, GA4, GTM) with expertise in incrementality testing and MMM.
• You have practical experience using AI in marketing (generative tools, LLMs) alongside sound judgment on AI risks, brand safety, and data privacy in a regulated industry.
• You are a natural leader who has built and mentored teams to use AI in their day-to-day workflows, while seamlessly managing both in-house staff and agency relationships.
• You have a structured approach to experimentation and can effectively communicate complex insights using data visualization tools to tell compelling performance stories.
• Fluency in a second language (French or German) is preferable

What you’ll get in return

• 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.
• Hybrid working model in our London office