Social Media Specialist

Location: Bhubaneswar

Experience: Minimum 0.5 years

Department: Digital Marketing

Company: PIXZL / PIXZLWED / PIXZLEVENTS

Role Overview:

The Social Media Specialist will be responsible for planning, executing, optimising, and scaling paid advertising campaigns on Meta platforms (Facebook & Instagram) to drive brand visibility, lead generation, and measurable business growth.

This role requires a deep understanding of Meta Ads Manager, campaign optimization, audience targeting, creative testing, and performance analytics.

• Key Roles & Responsibilities: Meta Ads Campaign Management Plan, launch, and manage paid advertising campaigns on Facebook and Instagram using Meta Ads Manager.
• Set up campaign structures, including campaign objectives, ad sets, and ad creatives aligned with business goals.
• Manage budgets efficiently to maximise ROI and lead generation.
• Audience Targeting & Segmentation: Develop detailed audience targeting strategies, including custom audiences, lookalike audiences, and interest-based targeting.
• Continuously refine targeting parameters to improve campaign performance and reduce cost per lead.
• Creative Testing & Optimisation: Coordinate with creative teams to develop ad creatives, copy, and visuals optimised for performance.
• Conduct A/B testing of creatives, headlines, and audience segments to determine the most effective combinations.
• Performance Monitoring & Optimisation: Continuously monitor key campaign metrics such as:
• Cost per lead (CPL)
• Click-through rate (CTR)
• Conversion rate
• Return on ad spend (ROAS)
• Optimise campaigns based on performance data to improve efficiency and results.
• Lead Generation & Funnel Management: Develop and manage lead generation campaigns aligned with company services.
• Ensure smooth lead capture and coordinate with the sales team for proper lead follow-up.
• Analytics & Reporting: Generate detailed campaign performance reports on a weekly and monthly basis.
• Provide actionable insights and strategic recommendations to improve campaign outcomes.
• Pixel & Tracking Implementation: Ensure proper setup and monitoring of Meta Pixel, conversion tracking, and event tracking.
• Work with technical teams to ensure accurate attribution and data measurement.
• Trend Monitoring & Platform Updates: Stay up to date on Meta platform algorithm changes, new ad formats, and advertising best practices.
• Experiment with new features and advertising opportunities to maintain a competitive advantage.
• Budget Planning & Scaling: Recommend budget allocation strategies for campaigns based on performance insights.
• Scale high-performing campaigns while controlling ad spend efficiency.
• Brand Consistency & Compliance: Ensure all paid content follows brand guidelines, advertising policies, and platform compliance standards.
• Required Skills & Competencies: Strong hands-on experience with Meta Ads Manager
• Understanding of lead generation funnels
• Ability to analyse campaign performance metrics
• Experience with A/B testing and creative optimisation
• Knowledge of Meta Pixel and conversion tracking
• Analytical mindset with data-driven decision making
• Preferred Qualifications: 0.5 years of experience in Meta Ads / Paid Social Advertising
• Experience running campaigns for events, weddings, lifestyle, or brand marketing
• Familiarity with basic analytics tools and CRM lead flow

Performance Metrics: Performance will be evaluated based on:

• Lead generation quality and volume
• Cost per lead efficiency
• Campaign ROI / ROAS
• Audience growth and engagement metrics
• Ad campaign optimisation and reporting discipline