Senior Meta Strategist

The Senior Meta Strategist owns Meta for GLD. End to end. This is GLD's most important paid channel, and we are hiring a leader to run the ad account, direct the creative team that feeds it, set the content and testing strategy, and chase marginal efficiency in every campaign, every cohort, and every creative cycle.

This is not an oversight role. The person in this seat is in Ads Manager daily, building the creative roadmap weekly, briefing the creative team with conviction, and reporting performance up with numbers and a clear point of view. They push the boundary on what Meta can do for GLD and they raise the bar on what the team is willing to test.

You will partner closely with Creative, Retention, E-commerce, and Analytics teams to develop thumb-stopping ad campaigns across TOF, MOF, and BOF objectives, optimize audience strategies within Meta's Andromeda ML framework, and build reporting systems that keep leadership informed and the team accountable. Success in this role is measured by performance, by creative leadership, and by your ability to elevate the broader team.

Key Responsibilities

1. Meta Campaign Management and Andromeda Optimization

• Develop, launch, and manage full-funnel Meta ad campaigns across TOF prospecting, MOF, BOF retargeting, and retention objectives.
• Own daily optimizations at both granular (ad, ad set) and high-level (campaign, account) viewpoints. Your daily pulse on the account is muscle memory, not a weekly report.
• Leverage deep understanding of Meta's Andromeda ranking system to optimize ad delivery, auction competitiveness, and signal quality.
• Structure campaigns and ad sets to work with Andromeda's ML-driven optimization, including strategic use of Advantage Plus campaigns, broad targeting, and signal enrichment.
• Continuously test and refine bidding strategies, audience segmentation, and conversion events to maximize ROAS and reduce CPA. Diagnose CPM spikes, fatigue, and audience saturation in real time.
• Hold a kill rule for losing ads and stick to it. Ship imperfect ads on Thursday over perfect ads next Tuesday.
• Stay current on Meta platform changes, algorithm updates, and beta features. Proactively adapt strategies, including the practical impact of the 2026 attribution overhaul.

2. Creative Strategy and Direction

• Set the creative bar for the brand on Meta. Direct the creative team and external production partners on hooks, formats, angles, and concepts that actually convert.
• Own the creative testing roadmap. Decide what scales, what refreshes, and what gets killed. Translate platform signal into briefs that compound into repeatable winners.
• Build and write creative briefs independently, translating performance data and strategic priorities into clear direction for designers, editors, and content creators.
• Analyze creative performance to identify winning concepts, hooks, formats, and messaging themes across the full funnel.
• Maintain a creative testing framework with clear hypotheses, naming conventions, and documentation.
• Monitor creative fatigue and proactively plan refresh cycles to sustain performance. Creative volume is your weapon.

3. Data Analytics, Attribution, and DOMO Reporting

• Build and maintain DOMO dashboards to track Meta performance across KPIs including ncROAS, MTA CAC, baked ROAS, contribution profit, CTR, hook rate, hold rate, and thumbstop ratio.
• Operate to Rockerbox MTA data surfaced in Domo as the attribution source of record. Triangulate platform ROAS with incrementality tests run in partnership with the BI team.
• Conduct deep-dive analyses on campaign, ad set, ad, and creative-level performance to surface insights and inform budget allocation.
• Create automated reporting workflows within DOMO that integrate Meta Ads data with Shopify revenue and attribution data.
• Present weekly and monthly performance reports to leadership with clear narratives, trend analysis, and recommended actions. Vanity metrics do not show up in your reports.
• QA data pipelines and ensure accuracy of metrics across platforms and reporting tools.

4. Cross-Functional Partnerships

• Act as the primary liaison between Meta and the Creative, Retention, E-commerce, and Ops teams.
• Coordinate with Retention and CRM on audience list management, suppression strategies, and lifecycle alignment.
• Collaborate with E-commerce to align ad messaging with site promotions, product launches, and seasonal campaigns.
• Share learnings and best practices across paid media channels (TikTok, Google, Snapchat) to maintain a unified growth strategy.

5. Team Leadership and Performance Standards

• Direct the work of the paid social pod, the in-house creative team, and external contractors against the Meta roadmap. Set clear expectations and hold the team accountable.
• Recommend hires and team changes to the Director of Growth Marketing. Set deliverables for production partners and contractors and push back when work lags.
• Operate in ClickUp for project and task management. Communicate in Slack and email. Show up to the weekly KPI review with answers, not questions.

Qualifications

• 5 or more years of hands-on experience managing Meta Ads at scale ($500K+ per month in spend), with at least 2 years leading or directing other paid social or creative team members.
• You have personally managed Meta spend at scale on a single brand as an employee, not as an agency manager. You speak in specific numbers unprompted. CAC, ncROAS, spend, hit rate, frequency, CPM, CVR.
• Strong working knowledge of Meta's Andromeda ad ranking system and how it impacts delivery, auction dynamics, and performance optimization.
• Demonstrated ability to lead creative on Meta. You can brief a strategist, an editor, or a UGC creator with equal clarity, and you have strong opinions about what makes an ad work versus what makes it pretty.
• Proven ability to analyze and optimize ad creative performance across TOF, MOF, and BOF, with a portfolio of data-driven creative decisions.
• Proficiency in DOMO for building dashboards, creating data flows, and generating automated reports.
• Advanced analytical skills with comfort working across large data sets to extract meaningful insights.
• Experience with Shopify and e-commerce attribution models. Experience with Rockerbox, Triple Whale, Northbeam, or similar MTA platforms preferred.
• Strong understanding of full-funnel paid media strategy in a DTC environment.
• Knowledge of complementary paid channels (TikTok Ads, Google Ads, Snapchat Ads) a plus.
• Comfortable in a fast-paced, high-growth DTC environment where priorities shift quickly.
• Willingness and ability to travel to Miami HQ on a quarterly or monthly basis as needed.

Traits That Lead to Success

• Highly analytical, structured thinker who turns data into action.
• Speaks in specific numbers unprompted. No generalities.
• Understands that CAC is an output, not a constraint, and works with retention, CRO, and lifecycle teams to move CAC ceilings up.
• Strong follow-through and accountability. Owns outcomes, not just tasks.
• Clear communicator who drives alignment across teams.
• Bias for action. Solves problems before they become blockers.
• Comfortable owning budgets, leading creative direction, and pushing teams for deliverables.
• Creative eye with the ability to spot winning content before the data confirms it.
• Collaborative mindset. Sees themselves as part of a team, not just a channel owner.
• Energized by scaling profitable growth and outpacing the competition.
• Love of fashion and style, and strong understanding of the GLD customer.

Compensation

• Base salary: $165,000 annually.
• Performance bonus: 10% of base ($16,500) tied to company EBITDA performance.
• Standard GLD benefits package.

Why GLD

GLD is one of the fastest-growing jewelry brands in the world, defining culture at the intersection of sports, fashion, and entertainment. As an official NFL partner and a brand worn by some of the biggest names in music and athletics, we are building something special.

This role is built for someone ready to own GLD's most important growth channel and lead the team that scales it. We are a high-performing team and the business is growing rapidly, so the opportunity to grow with us is real for the right dedicated leader.