Paid Social Lead

Groupon; Madrid; On-site; EUR 110,000 - 150,000; Full time

Job summary

Groupon in Madrid seeks a Senior leader to own the strategy for paid social, including Meta, with a focus on AI-assisted creation and automation. You will rebuild processes for faster output, optimize catalog structure, and coach a small team to high performance.

The role requires hands-on expertise at scale, cross-functional collaboration, and a data-driven mindset to drive profit growth across channels.

Qualifications

• Senior-level expertise in running large-scale paid social campaigns.
• Strong leadership experience and ability to coach a small team.
• Proven track record in data-driven optimization and AI-driven workflows.

Responsibilities

• Own the end-to-end performance strategy for paid social across channels.
• Lead AI-assisted campaign creation and automation workflows.
• Improve catalog quality and dynamic ads delivery at scale.
• Redesign planning-to-launch processes for speed and quality.
• Coach and develop a small team with clear KPIs.
• Collaborate with Revenue, BI, Design, and Product to align priorities.

Skills

Meta Ads

Budget management

AI in marketing

Team leadership

Data-driven decision making

Tools

Catalog management tools

Feed optimization tools

Job description

Groupon connects 42 million customers with local experiences - restaurants, events, wellness and travel - and the million-plus merchants who deliver them. Our mission is to get people offline and into the real world at prices that make it possible. We're an AI-native company in the middle of a platform transformation, moving from a deals marketplace to an experience discovery platform that works for customers and merchants at the same time.

Display and paid social is the largest performance channel in the business, running at significant scale across dozens of markets. The channel has the budget and the mandate to grow — what it needs now is someone who can own the strategy end to end, reset how the team operates, and raise the quality of execution across every channel. When this role is working well, spend scales efficiently, the team runs with clarity, and creative performance compounds week on week.

Who you'll work with

You’ll report to Jakub, Head of Performance Marketing, who owns the full performance function across search and display. The team is small, distributed across Europe, and carries real ownership over outcomes.

What you'll be doing

• Taking over a structured creative testing programme across Meta and beyond, so the team consistently learns what works and why rather than repeating the same formats.
• Owning DPA and feed performance end to end, improving catalog quality and category structure so dynamic ads serve the right product to the right audience at scale.
• Rebuilding how the team plans and executes, from brief to launch to post-mortem, so output quality and speed both improve as the team grows.
• Running AI-assisted campaign creation daily - connecting platforms via API integrations, defining requirements for automated workflows, and iterating until the system is reliable - so launch time drops without sacrificing quality or control.
• Setting up platform automations for budget alerts, spend anomalies, and bulk changes, so the team spends less time on reactive monitoring and more time on decisions that actually move performance.
• Coaching and developing a small team of specialists, setting clear KPIs, running regular performance reviews, and building the habits that make a high-output team self-sustaining.
• Collaborating with Revenue, BI, Design, and Product to align paid social activity with broader business priorities, and communicating results through concise updates that lead with what changed and why.

What success looks like

Day 30: You have a clear picture of the account structure, the team's current capability gaps, and the three biggest opportunities across creative, feed, and targeting.

Day 60: A structured testing roadmap is running, at least one AI-assisted campaign workflow is embedded in daily execution, and each team member has clear ownership and a development plan.

Day 90: Performance trends are moving in the right direction, the brief-to-launch process runs faster and with fewer errors, and you are making autonomous decisions about budget allocation without escalation.

What this role demands

• Hands-on Meta expertise at significant scale. You have personally managed large monthly budgets across multi-market accounts, made real-time bidding and allocation decisions inside the platform, and know how to diagnose a performance drop before it becomes a problem.
• DPA and feed management depth. You understand how catalog structure affects delivery, how to segment audiences by category or intent, and how feed quality problems translate into wasted spend.
• AI embedded in campaign operations. The team is actively integrating AI into how campaigns are built and run — connecting platforms to large language models via API, building budget optimisation workflows with defined guardrails, generating and cycling creative assets at scale. You have used AI for campaign creation specifically, not just for copy or briefs. You can describe a workflow you built, what it automated, and how you iterated through its errors until it was reliable. You know when to keep a human in the loop and when to let the system run.
• Team leadership under pressure. You have managed a small team, set standards, and held people to them. You know the difference between coaching someone through a gap and recognising when a gap is not going to close.
• Data-led decision making. You use analytics tools to understand what is happening across the funnel, not just to report it, and you communicate findings in a way that drives action.

How we operate

Extreme Ownership: When performance drops, you investigate before you escape. When something is broken, you fix it before you document it.

Impact Obsessed: The metric that matters is contribution to profit, not spend managed. Every decision traces back to that.

Simplify to Scale: The team cannot grow without clear processes. You build routines that work when you are not in the room.

If this is the kind of challenge you want to own, we'd like to hear from you.

Grouponis an AI-First Company
We’re committed to building smarter, faster, and more innovative ways of working and AI plays a key role in how we get there. We encourage candidates toleverage AI tools during the hiring process where it adds value, and we’re always keen to hear how technology improves the way you work. If you’re passionate about AI or curious to explore how it can elevate your role you’ll be right at home here.
Groupon’s purpose is to build strong communities through thriving small businesses. To learn more about the world’s largest local e-commerce marketplace, click here. You can also find out more about us in the latest Groupon new as well as learning about our DEI approach.