Meta Strategist

About the Role

The Meta Strategist will own the end-to-end strategy, execution, and optimization of GLD’s paid social advertising across Meta platforms (Facebook & Instagram). While you’ll own Meta as your primary channel, you’ll work collaboratively with other Performance Marketing team members on cross channel strategy, reporting, and planning contributing to a larger growth strategy rather than operating in a silo.

You will partner closely with Creative, Retention, E-commerce, and Analytics teams to develop thumb-stopping ad campaigns across TOF (top-of-funnel) and BOF (bottom-of-funnel) 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 not only by performance metrics, but also by creative partnership, strategic thinking, and your ability to elevate the broader team.

Key Responsibilities:

1. Meta Campaign Management & Andromeda Optimization

• Develop, launch, and manage full funnel Meta ad campaigns across TOF prospecting, BOF retargeting, and retention objectives.
• Own daily optimizations at both granular (ad, ad set) and high-level (campaign, account) viewpoints to maximize performance.
• 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+ campaigns, broad targeting, and signal enrichment.
• Continuously test and refine bidding strategies, audience segmentation, and conversion events to maximize ROAS and reduce CPA.
• Stay current on Meta platform changes, algorithm updates, and beta features; proactively adapt strategies accordingly.

2. Creative Strategy & Content Analysis

• Collaborate with the Creative team and recommend new concepts, formats, and messaging angles based on performance insights.
• Build and write creative briefs independently, translating performance data and strategic priorities into clear direction for designers and content creators.
• Analyze creative performance data to identify winning concepts, hooks, formats, and messaging themes across TOF and BOF.
• Build and maintain a creative testing framework with clear hypotheses, naming conventions, and documentation.
• Monitor creative fatigue and proactively plan refresh cycles to sustain performance.

3. Data Analytics & DOMO Reporting

• Build and maintain DOMO dashboards to track Meta performance across KPIs including ROAS, CPA, CTR, hook rate, hold rate, and thumbstop ratio.
• 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.
• QA data pipelines and ensure accuracy of metrics across platforms and reporting tools.

4. Cross Functional Partnerships

• Act as the primary liaison between Performance Marketing and Creative, Retention, E-commerce, and Ops teams.
• Coordinate with Retention/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.

Qualifications

• 3–5+ years of hands-on experience managing Meta Ads at scale ($500K+/month in spend).
• Strong working knowledge of Meta’s Andromeda ad ranking system and how it impacts delivery, auction dynamics, and performance optimization.
• Demonstrated ability to analyze and optimize ad creative performance across TOF and BOF, with a portfolio of data-driven creative decisions.
• Proven ability to write and build creative briefs independently, translating data into actionable creative direction.
• 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 ecommerce attribution models.
• Strong understanding of full funnel paid media strategy in a DTC environment.
• Experience with tools like Triple Whale, Northbeam, or similar attribution platforms preferred.
• 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
• 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 and pushing teams for deliverables
• Creative eye with the ability to spot winning content before the data confirms it
• Collaborative mindset sees yourself 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

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’re building something special.

This role is perfect for someone ready to own a major growth channel and help scale our customer acquisition engine. We are a high performing team, and the business is growing rapidly so the opportunity to grow is available for the right dedicated team member.