Paid Social Specialist

Releaf; United Kingdom; On-site; GBP 42,000 - 65,000; Full time

Job summary

Releaf Dispensary Ltd is a UK-based medical cannabis clinic seeking a hands-on Paid Social Specialist to own and scale our Meta advertising efforts. You will manage structure, audiences, budgets, and testing while ensuring compliance in a tightly regulated sector.

You will work closely with the Head of Performance Marketing to test new platforms, report on weekly performance, and drive growth through creative testing and rigorous measurement.

Qualifications

• Strong, hands-on Meta paid social experience.
• Proven track record managing significant paid social budgets with clear performance ownership.
• Genuine creative instinct to test and iterate ads based on data.
• Comfortable with measurement and GA4 reporting, and the gap between platforms.
• Strong numerical skills: forecasting and anomaly spotting.
• Independent, proactive, and able to own end-to-end campaigns.

Responsibilities

• Own day-to-day Meta paid social activity: structure, audiences, budgets, bidding, placements and creative rotation for Facebook and Instagram.
• Manage monthly spend against CPA and volume targets with forecast accuracy and course corrections.
• Lead a continuous creative testing roadmap (hooks, formats, angles, video/UGC, landing page pairings).
• Brief creative clearly and specify testing goals and success criteria for the design team.
• Manage technical setup: Pixel, Conversions API, event config, catalogue and audience management.

Skills

Meta paid social

Budget management

Creative testing

GA4 reporting

Forecasting

Independent work

Tools

GA4

Google Tag Manager

Conversions API

Consent mode

Job description

Releaf Dispensary Ltd is a pioneering medical cannabis clinic committed to providing high-quality, safe, and effective cannabis-based products. Headquartered in the UK, we aim to enhance the quality of life for our patients through cutting-edge solutions and outstanding patient service. We are a fast-growing team of passionate professionals on a mission to put patients back in control of their health journey — we have seen first‑hand how alternative treatments can change lives.

We are proud to be a certified B Corp — the first medicinal cannabis clinic in the world to achieve this recognition — reflecting our commitment to the highest standards of social and environmental responsibility.

The role

You will report into the Head of Performance Marketing and work closely with our Paid Search Specialist. You'll own and scale our paid social programme across Meta and other social channels.

Meta is our core paid social channel and where the majority of budget sits — this role lives in Ads Manager daily, managing significant spend against real performance targets. Beyond that, we want someone who can help us test and build out other platforms as we grow.

This is an operational role, not an oversight role. You'll be building campaigns, briefing and testing creative, managing budgets, reading the data and making decisions based on this. You'll be doing it in a category where advertising is tightly regulated, so accuracy and compliance matter as much as performance.

Main Responsibilities

• Own day-to-day management of Meta paid social activity — campaign structure, audiences, budgets, bidding, placements and creative rotation across Facebook and Instagram
• Manage and pace significant monthly spend against CPA and volume targets, with clear forecasting and in-month course correction
• Run a continuous creative testing roadmap: hooks, formats, angles, static vs video, UGC, landing page pairings
• Brief creative clearly and specifically — you'll know what you want to test and why, and you'll be able to tell the design team what good looks like
• Own the technical setup: pixel and Conversions API, event configuration, catalogue and audience management, and troubleshooting when signal quality drops
• Work within advertising policy and regulatory restrictions specific to our sector — making sure every ad, asset and landing page is compliant before it goes live, and managing rejections, restrictions and appeals when they happen
• Own the relationship with Meta's account and support teams, and get the most out of betas and alpha access
• Test, scale or sunset activity on other platforms such as TikTok or Pinterest based on evidence
• Build the business case for new channel investment and run those tests properly, with clean measurement and a clear read
• Own paid social reporting: weekly performance, monthly business reviews and ad hoc deep dives for leadership
• Analyse performance end to end in GA4 alongside platform data, and be able to explain the discrepancies confidently rather than picking whichever number looks best
• Use incrementality testing, geo tests, holdouts or lift studies to establish what paid social is genuinely delivering
• Feed insight back into creative, landing pages and offers — you'll be expected to have a point of view on what should change and why.

What we're looking for

• Strong, demonstrable, hands‑on Meta paid social experience — this is the core of the role
• Proven track record managing significant paid social budgets with direct accountability for performance
• Genuine creative instinct: you can spot why an ad is or isn't working and turn that into the next test
• Comfortable with measurement — platform reporting, GA4, and the gap between the two
• Confident with numbers: spreadsheets, forecasting, spotting anomalies quickly
• Able to work independently and prioritise. This is a hands‑on role with real ownership

Desirable

• Experience across other paid social platforms
• Agency background, or in‑house experience in a tightly regulated industry (healthcare, pharma, financial services, gambling, legal or similar)
• Working knowledge of German - useful for our German‑language activity, but not a requirement
• Conversions API / server‑side tracking, Google Tag Manager, consent mode
• Hands‑on ability to cut or edit creative yourself
• Experience with influencer, affiliate or organic social as adjacent channels

We're open on background. If you can prove you're excellent on Meta and rigorous with data, we want to hear from you.

At Releaf, we believe that diverse teams build better businesses. We're committed to creating an inclusive environment where everyone feels valued, respected, and able to do their best work. We welcome applications from people of all backgrounds, identities, and experiences — and we're happy to make reasonable adjustments throughout the recruitment process if you need them. If you'd like to discuss this, please don't hesitate to get in touch.