Ad-Buy Specialist (Traffic & Performance)

This is a remote position.

Role Overview

We are looking for a data-driven Ad-Buy Specialist to manage and scale our paid media efforts. Your primary mission is to drive high-quality traffic from Meta (Facebook & Instagram) to the HHWT website, ensuring our articles reach the right audience at the most efficient cost. You will be responsible for the full lifecycle of campaigns—from planning and execution to deep-dive analysis using GA4.

Key Responsibilities

1. Campaign Management & Optimization

• Plan, launch, and manage Meta Ads (Facebook & Instagram) specifically optimized for Traffic, Landing Page Views, and Link Clicks.
  

• Develop A/B testing frameworks for ad creatives, headlines, and audience targeting to lower Cost Per Click (CPC).
  

• Ensure all ads align with HHWT’s brand voice and community guidelines.
  

2. Budget Ownership & Performance Monitoring

• Manage and deploy monthly budgets strategically to ensure consistent traffic flow.
  

• Monitor performance daily to ensure KPIs (CPC, CTR, and CPM) are within target ranges.
  

• Proactive Pivoting: Identify underperforming sets early and reallocate budget to performing ad sets.
  

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3. Measurement & GA4 Reporting

• Utilize GA4 to track the quality of traffic (Bounce Rate, Average Session Duration, and Pages per Session) to ensure ad traffic is genuinely engaging with our content.
  

• Prepare weekly and monthly performance reports for stakeholders.
  

• Insight over Data: Don't just report numbers; provide actionable recommendations on what content is resonating and what we should produce next based on ad performance.
  

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Requirements

• Meta Ads Expert: Proven track record of managing Meta Ads Manager with a focus on traffic and engagement (rather than just lead gen or e-commerce).
  

• GA4 Fluency: Deep hands-on experience with Google Analytics 4, including UTM tagging, exploration reports, and traffic attribution.
  

• Analytical Mindset: Ability to handle large budgets and translate complex data into simple, growth-oriented strategies.
  

• Communication: Excellent written and spoken English.
  

• Attitude: Attention to detail, Proactive, Team Player
  

• Platform Versatility: Experience with TikTok Ads or Google Ads is a strong plus.
  

Working hours

Part-time 3-4 hours a day

SGD 13 per hour

Key Performance Indicators (KPIs)

• Total Page Views generated via Paid Social.
  

• Average Cost Per Landing Page View (LVP).
  

• Traffic Quality (Session duration and scroll depth via GA4).
  

• Budget Utilization (Spending effectively without over/under-spending).