Digital Media Buyer - META

Media Buyer, Meta (Auto Loans – Canada) Reports to: Head of Performance Marketing Location: Remote, Canada (overlap with Eastern or Mountain business hours) Employment type: Full-time, permanent Compensation: Base salary plus performance bonus ABOUT THE ROLE You will own Facebook and Instagram as lead sources for our Canadian auto loan business, turning spend into qualified, compliant applications at a target cost per lead. Consumer Genius connects Canadians shopping for car financing with lenders and dealers, and Meta is one of the largest channels for reaching buyers at every stage of that search. This is a hands-on role. You will plan, launch, test and scale campaigns yourself, work closely with creative and compliance, and report results directly to leadership. KEY RESPONSIBILITIES - Plan, build and manage Meta Ads Manager campaigns across Facebook and Instagram for auto loan lead generation, from prospecting through retargeting - Run and compare lead flows: Instant Forms (Lead Ads), website conversion campaigns and Messenger/WhatsApp lead flows, choosing the right mix for volume and quality - Own daily budget pacing, bidding strategy and optimisation against CPL, cost per qualified lead and lead-to-funded rate - Use Advantage+ campaigns, audiences and placements well, and know when manual control performs better - Run a structured testing roadmap across audiences, offers, form design, creative formats and landing pages - Brief and iterate on static, video, Reels and Stories creative with the content team and UGC creators - Implement and maintain tracking: Meta Pixel, Conversions API (server-side), event match quality, and CRM conversion uploads - Feed downstream lender outcomes (approved, funded) back into optimisation through conversion leads optimisation so spend follows lead quality, not just volume - Build weekly and monthly reporting on spend, CPL, lead quality and ROAS, with clear recommendations - Make sure every ad, form and landing page meets Meta's advertising standards for financial and credit products and Canadian advertising rules before launch - Manage account health: Business Manager structure, ad account quality, policy reviews and appeals MUST-HAVE QUALIFICATIONS - 3+ years of paid social media buying, with at least 2 years running Meta Ads directly - Proven track record in lead generation (not only e-commerce), managing $50K+ CAD in monthly spend - Hands-on experience with Instant Forms and lead-quality optimisation, including qualifying questions and CRM integration - Strong grasp of CPL, CAC, conversion rate and lead-quality metrics, and how they trade off - Hands-on experience setting up Meta Pixel, Conversions API and the Events Manager - Ability to judge creative and write sharp briefs that improve thumb-stop rate and conversion - Confident with spreadsheets and reporting tools (Excel or Google Sheets, Looker Studio or similar) - Legally eligible to work in Canada NICE-TO-HAVE QUALIFICATIONS - Experience in automotive, auto finance, lending, insurance or another regulated financial vertical - Experience running campaigns under Meta's Special Ad Category for financial products and services and its targeting limits - Familiarity with the Canadian subprime and near-prime auto loan market - Experience with TikTok, Snapchat or YouTube to support cross-channel testing - Bilingual English and French, or experience running Quebec campaigns - Experience with CRM and lead-distribution platforms (e.g. HubSpot, Salesforce, LeadsPedia, boberdoo) - Landing page testing tools (Unbounce, Instapage, VWO or similar) COMPLIANCE EXPECTATIONS Auto loans are consumer credit, so every campaign must be accurate, transparent and fair to borrowers. You will work with our compliance lead and be expected to understand: - Meta's advertising standards for financial and credit products, including Special Ad Category requirements and targeting restrictions where they apply - The Competition Act's rules on false or misleading…

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