Digital Media Buyer - TikTok

Media Buyer, TikTok (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 TikTok as a lead source 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 TikTok is where a growing share of first-time and credit-rebuilding buyers start 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 TikTok Ads Manager campaigns for auto loan lead generation, from prospecting through retargeting - Own daily budget pacing, bidding strategy and optimisation against CPL, cost per qualified lead and lead-to-funded rate - Run a structured testing roadmap across audiences, placements, bid types, offers and landing pages - Brief and iterate on creative with the content team and UGC creators, including Spark Ads and TikTok Creator Marketplace partnerships - Implement and maintain tracking: TikTok Pixel, Events API (server-side), conversion events and offline conversion uploads from our CRM - Feed downstream lender outcomes (approved, funded) back into 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 and landing page meets TikTok's financial services policies and Canadian advertising rules before launch - Track platform changes, competitor activity and seasonal demand in the Canadian auto market MUST-HAVE QUALIFICATIONS - 3+ years of paid social media buying, with at least 2 years running TikTok Ads directly - Proven track record in lead generation (not only e-commerce), managing $50K+ CAD in monthly spend - Strong grasp of CPL, CAC, conversion rate and lead-quality metrics, and how they trade off - Hands-on experience with TikTok Pixel, Events API and conversion tracking setup - Ability to judge short-form video creative and write sharp briefs that improve hook 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 - Familiarity with the Canadian subprime and near-prime auto loan market - Experience with Meta, 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: - TikTok's financial services advertising policies, including any market-specific restrictions on loan ads in Canada - The Competition Act's rules on false or misleading advertising, including "guaranteed approval" claims and drip pricing - Provincial consumer protection and cost-of-credit disclosure rules where ads mention rates or payments - Quebec requirements, including the Consumer Protection Act and French-language rules under the Charter of the French Language - Privacy rules for tracking and lead data under PIPEDA and Quebec's Law 25, and CASL for any follow-up messaging You do not need to be a lawyer, but you must know when to stop and ask before launching. WHAT SUCCESS LOOKS LIKE - First 30 days: Audit the TikTok account, tracking and funnel; confirm Pixel and Events A…

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