In Humand, we help companies digitize their internal communication, culture, and HR processes — all in one place
We're looking for a Social Ads Specialist (EMEA/LATAM) to lead our paid social initiatives across Europe (EMEA) and Latin America (LATAM), with a strong focus on LinkedIn Ads and Meta Ads in a global B2B context. This is a strategic, highly hands-on role, responsible for planning, executing, and optimizing performance campaigns that drive awareness, qualified lead generation, and sales pipeline across these markets.
This person will be the go-to reference for paid social (LinkedIn Ads + Meta Ads) in EMEA and LATAM, and will act as a bridge between the global marketing team and local commercial needs, working closely with Sales (AEs and BDRs), as well as CX and other key stakeholders. They will ensure campaign strategy, targeting, messaging, formats, and landing pages or Lead Gen Forms are aligned with business goals across both platforms.
They will be responsible for prioritizing growth opportunities across LinkedIn Ads and Meta Ads, defining scalable campaign structures (targeting, audiences, formats, messaging, assets, destinations), managing budget, and maximizing ROI. This includes deep performance analysis (by market, platform, industry, offer, campaign type), proposing and executing experiments (A/B tests on creatives, audiences, messaging, landings, or Lead Gen Forms), and translating results into actionable decisions.
The ideal candidate has proven experience managing both LinkedIn Ads and Meta Ads in B2B environments (ideally SaaS) for international markets, is used to working with aggressive performance goals, and has a strong data-driven mindset. They must be able to analyze metrics, identify actionable insights, and make evidence-based decisions to continuously improve the volume and quality of leads generated in EMEA and LATAM.
Continuously deepen understanding of EMEA and LATAM markets: pains, decision-maker profiles, key verticals, competitors, and B2B buying dynamics, including regional differences in digital maturity and platform behavior.
Analyze paid social audience behavior across LinkedIn and Meta (segments, job titles, industries, company sizes, interests, engagement) to identify opportunities for new campaigns, segments, and messaging.
Maintain constant communication with internal stakeholders (Marketing, Sales, CX) to understand commercial priorities, lead feedback, and opportunities to improve paid strategy.
Leverage CRM and analytics data (e.g., HubSpot and GA4) to understand lead sources, quality, performance by market and platform, and paid social growth potential.
Design and maintain scalable campaign structures across LinkedIn Ads (Sponsored Content, Lead Gen Forms, Conversation/Message Ads, Document Ads, etc.) and Meta Ads (feed, Stories, Reels, Advantage+, Lead Ads, retargeting, etc.), aligned with business goals (lead generation, pipeline, revenue).
Define and optimize targeting, audiences, formats, messaging, and creatives on each platform to ensure relevance, high CTR, and strong commercial intent — adapting the approach to LinkedIn's professional intent and Meta's broader reach and creative dynamics.
Collaborate with Content, Web, and Design teams to align messaging, value propositions, and assets with EMEA/LATAM market needs and with the creative logic of each platform.
Review and propose improvements to ads, copy, creatives, landing pages, and Lead Gen Forms to maximize conversion rate and lead quality.
Ensure ad communication is aligned with brand positioning, ICP, and priority offers.
Own end-to-end campaign performance across LinkedIn Ads and Meta Ads: from feed impact to lead generation and pipeline contribution.
Launch, monitor, and continuously optimize prospecting, retargeting, and brand campaigns on both platforms, focusing on CPL, CAC, lead volume, and lead quality.
Design and implement A/B tests (targeting, formats, creatives, messaging, landings, Lead Gen Forms) and document actionable learnings, including cross-platform reads.
Ensure robust tracking and measurement setup (conversion tracking, GA4 events, CRM integration, Meta Pixel/CAPI, LinkedIn Insight Tag, Lead Gen Forms tracking).
Identify and prioritize growth levers (new audiences, new messaging, new formats, new offers, budget reallocation across platforms) that directly contribute to demand generation in EMEA/LATAM.
Act as the paid social point of reference for EMEA/LATAM, aligning LinkedIn Ads and Meta Ads strategy with Marketing and Sales goals.
Work closely with AEs, BDRs, and CX to understand lead quality, and adjust targeting and messaging based on real pipeline feedback.
Collaborate with Revenue Operations / Ops, Global Marketing, Content, and Web teams to ensure consistency across campaigns, funnels, processes, and reporting.
Participate in integrated campaign planning (email, events, content, social), bringing the paid social perspective across both platforms.
Clearly communicate results, insights, and next steps to stakeholders through recurring reports and actionable recommendations.
3+ years of experience in B2B digital marketing (ideally SaaS), with a strong focus on performance, paid media, and paid social demand generation.
Solid, hands-on experience managing and optimizing both LinkedIn Ads and Meta Ads (Sponsored Content, Lead Gen Forms, Conversation/Message Ads, feed/Stories/Reels, Advantage+, Lead Ads, retargeting, etc.) with lead generation, pipeline, and/or revenue goals.
Proven experience working with international markets (ideally EMEA and LATAM), understanding differences in audiences, digital maturity, language, and competitive dynamics across regions.
Hands-on knowledge of tools like LinkedIn Campaign Manager, Meta Ads Manager, GA4, CRM (e.g., HubSpot), and/or attribution/reporting platforms, with the ability to connect campaign data to business outcomes.
Demonstrated ability to collaborate with global teams and multiple stakeholders (Marketing, Sales, CX, Revenue Ops), managing diverse priorities and aligning paid strategy with commercial goals.
Strong analytical and problem-solving skills, data-driven mindset, and experience tracking metrics like CPL, CAC, CTR, CVR, Lead Gen Form completion rate, and ROAS.
Fluency in English (spoken and written) to coordinate with global teams; Spanish and/or Portuguese is a plus.
Comfort working in a hands-on, agile, fast-growing environment — taking full ownership of campaigns and driving continuous improvements in lead volume and quality.
Our mission is to empower people at work to be happier and more successful.
Our purpose: bring happiness to the world of work
You can read more about us at: https://humand.co/en/
