Specialist, Social Media Marketing

Role Purpose

The Specialist, Paid Social Media Marketing (GDL) is responsible for leading the development, execution, and optimization of high impact paid social media campaigns across industry leading platforms to drive awareness, engagement, and performance outcomes for IHG’s global portfolio of brands and lines of business. Operating within a global corporate structure, this role supports GMSS objectives by delivering scalable, insight driven paid social activation while ensuring operational excellence, efficient budget management, and continuous capability improvement across regions.

Key Accountabilities

Campaign Ownership: Lead the setup, management, and optimization of paid social campaigns across Meta (FB & IG), LinkedIn, and TikTok to drive awareness, engagement, and performance outcomes across multiple IHG brands and markets.

Budget Accountability: Manage and optimize paid social budgets exceeding $1M USD, ensuring efficient allocation, disciplined pacing, and strong return on investment.

Performance & Optimization: Monitor KPIs, lead structured test‑and‑learn initiatives (audiences, creative, bidding), and deliver actionable insights to continuously improve campaign performance.

Critical Expertise, Experience and Educational Attainment Required

Educational Attainment:
Bachelor’s degree in Marketing, Communications, or a related field, or equivalent professional experience in paid media.

Critical Experience & Expertise:
Hands‑on experience managing and optimizing paid social campaigns for consumer brands within a global or multi‑regional operating model. Demonstrated ownership of large‑scale paid social budgets ($1M+), with accountability for performance and efficiency.  Proficiency in English is required to communicate clearly and effectively, both verbally and in writing, with cross‑functional and global stakeholders.

Technical Skills & Knowledge:
Advanced proficiency in paid social platforms (Meta, LinkedIn, TikTok), including platform‑native buying tools, pixels, events, and performance measurement. Strong understanding of testing methodologies, optimization levers, and performance reporting to drive full‑funnel outcomes.