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.

• 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.

• 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.

• 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.

• 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 (Tik Tok, Google, Snapchat) to maintain a unified growth strategy.

• 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 Click Up for project and task management. Communicate in Slack and email. Show up to the weekly KPI review with…