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.