Paid Social Executive (12 Months Contract) at Exinity · Yerevan

Company Description

In the fast-growing economies of the world, there's a new generation of ambitious younger people eager to gain financial independence and we’re here to make this potential a reality by empowering them with the Freedom to Succeed.

We empower them with guidance, tools, and easy market access so they can trade and invest with confidence. We aim to make our clients their own wealth manager: empowered to create investment strategies and make investment decisions effortlessly, in their own time, on their own terms, in their own way.

Founded in 1998 to offer online trading for retail clients, the Exinity Group is now over 25 years old and has provided leveraged trading to over 2 million customers through our global power brands, including FXTM and Nemo, giving them access to equity, commodity and FX markets across the Middle East, Asia, and Africa.

Exinity is an energetic and diverse company with central offices in the UAE, Cyprus and the UK, plus a number of smaller hubs globally. We’re always looking for talented individuals to join us. ‘Freedom to Succeed’ is not just a promise we make to our clients and partners, but to our people too. We’ll help you develop a range of skills, take on early responsibility, and enjoy a rewarding and fulfilling career with a fast-growing, dynamic company.

Job Description

Campaign build, management and account health

• Build, launch and maintain campaigns across Meta, TikTok and X for web conversion, lead generation, app install and app-event objectives.

• Manage assigned campaigns and markets day to day, including objectives, optimisation events, audiences, placements, bids, budgets, schedules, creative, copy and destination settings.

• Execute accurate campaign duplication, bulk changes and asset uploads using available platform tools and approved workflows.

• Monitor delivery and diagnose issues including limited learning, low delivery, audience saturation, frequency pressure, placement inefficiency and conversion-signal weakness.

• Maintain account hygiene through naming conventions, labels, URL and UTM checks, disapproval checks, pre-launch QA, change logs and routine health reviews.

• Identify and implement optimisation opportunities independently within agreed commercial and compliance guardrails.

Audience strategy and analysis

• Build and maintain prospecting, retargeting and lifecycle audience structures aligned to campaign objectives and customer journey stages.

• Use approved first-party, website, app-engagement and platform audiences, including custom audiences, lookalike or equivalent expansion and automated audience products where appropriate.

• Maintain accurate exclusions and suppression logic to reduce overlap, protect prospecting activity and avoid inappropriate retargeting.

• Analyse audience performance by market, funnel stage, creative and placement; identify saturation, weak quality, scale constraints and expansion opportunities.

• Turn audience findings into clear actions across targeting, exclusions, budget allocation, creative briefs and campaign structure.

Budget pacing and forecasting

• Monitor spend against approved plans by platform, market and campaign, maintaining an accurate pacing view.

• Flag over- or underspend risk early, explain the cause and recommend corrective action.

• Reallocate budget within agreed guardrails based on performance, delivery opportunity, downstream quality and business priority.

• Provide short-term forecasts and month-end outlooks, clearly stating assumptions and delivery risks.

• Escalate material budget, tracking, policy or inventory constraints before they affect delivery.

Creative performance and briefing

• Analyse performance by creative concept, hook, message, proposition, format, duration, placement, call to action and variation where data is available.

• Identify winning and underperforming patterns, creative fatigue and gaps in platform-native asset coverage.

• Convert findings into clear test hypotheses and prioritised recommendations rather than descriptive commentary.

• Brief the creative team on new concepts, iterations and platform-native variations, including objective, audience, insight, hook, message, format, required versions and success metric.

• Track assets from briefing through launch and post-test analysis, documenting learning for future iterations and localisation.

Landing-page and post-click performance

• Monitor post-click conversion performance using available analytics, segmented by platform, campaign, audience, creative, device, market and landing page where useful.

• Identify likely friction, message mismatch, weak journey alignment, broken links, tracking gaps or page-performance issues that may suppress conversion.

• Check destination URLs, deep links, app-store routes, UTMs and campaign-to-page alignment as part of launch and ongoing QA.

• Brief CRO, web, product or app teams on evidence-based improvement and testing opportunities; this role supports analysis and briefing rather than owning the full CRO roadmap or development.

Competitor monitoring

• Monitor observable competitor advertising, messaging, offers, creative formats and landing-page approaches across priority markets.

• Use public platform ad-transparency and creative-discovery resources, alongside market observations, to identify material shifts and testable themes.

• Turn observations into practical recommendations for messaging, creative formats, audience hypotheses, landing pages or structured tests.

Structured testing

• Maintain a prioritised test backlog across creative, audiences, placements, bidding and optimisation, campaign structures and landing pages.

• Define a clear hypothesis, control and variant, primary success metric, guardrails and expected decision before launch.

• Configure platform experiments or other agreed test designs, validate setup and protect data quality during the test.

• Interpret results carefully, distinguishing directional evidence from conclusive findings and documenting limitations.

• Record outcomes, decisions and next actions so learning can be reused across platforms and markets.

• Support conversion-lift, brand-lift and incrementality studies through setup, QA and data collection under the direction of the paid social lead or measurement team.

Tracking and measurement - web and app

• Maintain working knowledge of platform pixels/tags, event configuration and server-side or conversion API concepts relevant to Meta, TikTok and X.

• Validate conversion events and diagnose broken, missing, duplicated or misfiring signals; deep engineering implementation remains with Analytics or MarTech.

• Work with Analytics and MarTech partners on event mapping, data quality, attribution settings and optimisation-signal readiness.

• Use AppsFlyer or an equivalent mobile measurement partner for app campaign setup and analysis, including event mapping, attribution windows, deep links and app-event optimisation.

• Understand privacy-related app measurement concepts, including SKAdNetwork, and flag material discrepancies between platform, MMP and backend reporting.

Reporting and analysis

• Run weekly analysis for assigned markets and identify key performance drivers, blockers, risks and opportunities independently.

• Produce concise reporting covering performance versus target, budget pacing, funnel and quality signals, material changes and planned optimisations.

• Provide actionable creative, audience, placement, platform and landing-page insights with clear owners and next actions.

• Use spreadsheets confidently for pivots, lookups, reconciliations and large platform exports.

• Maintain clear documentation for tests, budget moves, structural changes and material optimisation decisions.

Multi-market delivery and agency QA

• Execute and optimise multi-market and multi-language campaigns with appropriate consideration of local audience behaviour, creative conventions, copy and compliance nuance.

• Coordinate translations and local validation where needed; do not rely on unreviewed machine translation for market-facing copy.

• Turn around agreed ad hoc requests to deadline while protecting planned priorities.

• QA agency output in assigned markets against agreed build, tracking, creative, compliance and reporting standards.

• Escalate conflicts in market priority, resource or deadline risk promptly.

Compliance and governance

• Monitor and resolve ad and asset disapprovals, escalating policy or legal questions through the correct internal route.

• Follow approved claims, disclaimers, targeting restrictions, landing-page requirements and market rules, maintaining an auditable record of material changes.

• Apply disciplined pre- and post-launch QA covering naming, objective, audience, exclusions, placements, budgets, schedule, optimisation event, URLs, tracking, creative and policy status.

Ways of working

• Communicate proactively with the line manager on progress, blockers, decisions and deadline risk.

• Organise concurrent market and platform priorities effectively and deliver to agreed timelines.

• Collaborate with creative, CRO/web, app, analytics, MarTech, compliance and agency partners while retaining clear ownership of paid social execution.

• Stay current with relevant changes across Meta, TikTok and X, applying new automation and AI-led capabilities only where they support agreed objectives and controls.

Qualifications

Essential skills and experience

• 2+ years of hands-on paid social experience, ideally in a high-competition or complex vertical.

• Proven day-to-day campaign delivery across Meta, with practical hands-on execution across TikTok and X.

• Experience managing both web and app acquisition campaigns, including optimisation to conversion and app events.

• Ability to build, QA, launch, optimise and troubleshoot campaigns independently across concurrent markets.

• Strong audience-management capability across prospecting, retargeting, first-party/custom audiences, expansion, exclusions and saturation analysis.

• Ability to analyse creative performance and brief new concepts, iterations and platform-native variations to a creative team.

• Practical budget pacing and short-term forecasting skills, including early identification of over- or underspend risk.

• Experience designing and interpreting structured tests across creative, audiences, placements, optimisation and campaign setup.

• Ability to assess landing-page and post-click performance and brief evidence-based improvements without requiring full CRO ownership.

• Working knowledge of paid social conversion tracking, event validation and troubleshooting across web and app.

• Strong performance-analysis and written-reporting skills, with the ability to convert data into prioritised actions.

• Strong spreadsheet skills, including pivots, lookups, reconciliations and handling large data exports.

• Disciplined QA and governance approach covering naming, URLs, tracking, audiences, budgets, creative, policy status and change logging.

• Clear written communication for reporting upwards and briefing internal teams, agencies and external partners.

• Proactive workload management, ownership of deadlines and early escalation of blockers or risk.

Desirable skills and experience:

• Experience advertising financial services or another regulated category across Meta, TikTok or X, including policy restrictions, verification and disapproval resolution.

• Experience managing multi-market and multi-language paid social accounts.

• AppsFlyer or equivalent MMP experience, including app-event mapping, deep links, attribution windows and SKAdNetwork concepts.

• Practical exposure to platform pixels, server-side measurement or conversion APIs, working with Analytics or MarTech teams on implementation and troubleshooting.

• GA4, Looker Studio, Power BI or comparable analytics and reporting experience.

• Experience supporting conversion-lift, brand-lift or incrementality studies and interpreting results appropriately.

• Experience using public ad libraries or creative-discovery tools for structured competitor and creative monitoring.

• Understanding of downstream quality, value-based optimisation or predictive customer-value signals.

• Experience QAing agency work or coordinating delivery across internal and external partners.

• Working knowledge of current platform automation and AI-led campaign products, with sound judgement on when to use or constrain them.

Additional Information

Role boundaries:

• This is a hands-on channel-execution role, not ownership of the overall paid social or cross-channel strategy.

• The role owns creative analysis, test recommendations and performance-led briefing; the creative team owns full concept development and production.

• The role identifies landing-page and journey issues and briefs tests; CRO, product, web and app teams own their roadmaps and implementation.

• The role validates and troubleshoots tracking and coordinates fixes; Analytics, MarTech or engineering own deep technical implementation.

• The role may reallocate spend within agreed guardrails; material budget or strategy changes require the appropriate approval.

• Competitor monitoring is based on observable information and is not a claim of access to competitor performance data.