Paid Media Specialist

About the role

Gem is looking for an experienced Paid Media Specialist to own and optimise paid advertising across Google, Meta, Pinterest, Reddit and TikTok for the Australian, UK and US markets. Reporting to the Digital Marketing Manager, you will combine performance insight with creative execution to drive both short‑term results and long‑term brand equity.

Key responsibilities

• Execute and optimise paid media campaigns across multiple platforms and regions.
• Continuously improve reach, CPM, ROAS and engagement through day‑to‑day optimisation.
• Support the Digital Marketing Manager in building full‑funnel media strategies.
• Build, manage and scale audiences using first‑party data and advanced targeting.
• Conduct audience, keyword and competitor analysis to uncover growth opportunities.
• Allocate and manage budgets across channels while balancing efficiency and impact.
• Collaborate with creative and brand teams to ensure performance‑driven, brand‑aligned campaigns.
• Lead structured A/B testing and deliver data‑backed insights for creative direction.
• Monitor performance, provide actionable insights and stay ahead of platform developments.

Required profile

• Deep expertise in paid media strategy and execution across Meta, TikTok, Google, YouTube and related platforms.
• Proven experience scaling paid campaigns for consumer brands in agency or client‑side roles.
• Track record of managing budgets and optimising towards CPA, ROAS and CAC.
• Hands‑on experience with Shopify, Google Analytics, Google Ads Manager, Meta Ads Manager and TikTok Ads Manager.
• Strong understanding of the full digital customer journey from acquisition to post‑purchase.

Required skills

• Google Ads
• Meta Ads
• TikTok Ads
• Pinterest Ads
• Reddit Ads
• Shopify
• Google Analytics
• A/B testing
• Audience segmentation and targeting