Meta / Paid Social Specialist

About the role

This is an on-site contract role in Pasadena, California, with the potential to become permanent. The position requires full-time, on-site work (30‑40 hours per week) and close collaboration with marketing, intake, and advisory teams. Expatiate Communications is a management consulting firm specializing in special education, partnering with school districts, COEs, state agencies, and families to strengthen instruction, services, staffing, compliance, and operations.

Responsibilities

• Build, launch, and manage Meta campaigns across California and other states as assigned.
• Manage the account structure: state-level ad sets, lookalike and custom audiences, manual placements, budget pacing on ~$1,500+/mo spend (growing as performance proves out).
• Optimize toward the purchase (paying‑client) event via Meta Conversions API (CAPI) / Stripe integration.
• Booked consultations are measured, not optimized toward.
• Build and maintain lookalike audiences seeded from paying customers as buyer data grows.
• Run disciplined creative testing (we supply the creative; you test, read results, and tell us what's winning).
• Set up and manage re‑targeting (site visitors, video viewers, checkout abandoners).
• Report weekly on the metrics that matter: cost per booked consultation, cost per paying subscriber, and retention — not vanity CPL.
• Flag and protect against wasted spend (bot traffic, low‑intent placements, audience fatigue).
• Perform other duties as assigned.

Requirements

• Meta Ads Manager — Expert Level: strong command of campaign, ad set, and ad structure; Advantage+ campaigns; manual placements; audience development; and campaign optimization.
• Conversions API (CAPI): hands‑on experience with server‑side events, purchase optimization, Event Match Quality, and event deduplication (essential requirement).
• Audience Strategy: proven experience developing Custom and Lookalike Audiences from customer and purchase data.
• Performance Optimization: ability to analyze campaign performance and optimize toward a cost‑per‑customer acquisition goal, rather than focusing solely on cost‑per‑lead or other vanity metrics.
• Lead Generation: experience managing Meta Instant Form campaigns and implementing strategies to improve lead quality and conversion.
• Pixel & Dataset Management: hands‑on experience with Meta Pixel/Dataset setup, tracking, diagnostics, and troubleshooting.

Skills

• Experience marketing in education, healthcare, or other trust‑sensitive or regulated industries (nice to have).
• Google Ads experience is a strong plus.
• Experience marketing directly to parents, or within special education, disability services, or related family‑focused services (nice to have).

Benefits

• Paid Sick Leave

Pay

$28.00–$70.00 per hour, depending on experience + performance‑based bonus.

Schedule

On‑site, full‑time (30‑40 hours per week) in Pasadena, CA.