Ads Manager At Bottleking Limited

Role Overview

• We are looking for an experienced Performance Ads Manager to take ownership of BottleKing's paid advertising activities across social media platforms and search / display advertising channels, with a strong focus on sales, customer acquisition, ROAS, conversion optimisation and measurable revenue growth.
• The ideal candidate must have strong hands-on experience with Meta Ads and Google Ads while also being comfortable managing or coordinating campaigns across TikTok, X (Twitter), Pinterest, YouTube, Snapchat, and Threads.

Responsibilities

Paid Advertising Management:

• Plan, create, launch, manage, and optimise paid campaigns across Facebook, Instagram, Threads, TikTok, X (Twitter), Pinterest, YouTube, Snapchat, and Google Ads.
• Develop campaign structures for product sales, website conversions, new customer acquisition, existing-customer retention and remarketing, product / category promotion, seasonal campaigns, brand awareness, customer reactivation, and qualified traffic acquisition.

Audience Research & Targeting:

• Take ownership of audience research and targeting strategy.
• Determine appropriate locations, demographics, interests, behaviors, purchase-intent audiences, lookalikes, custom audiences, website visitors, existing customers, customer lists, social engagers, video viewers, and retargeting audiences.
• Build audience segmentation for different BottleKing products and campaigns.
• Understand and apply cold, warm, and hot audience strategies, including broad, interest, lookalike, customer-list, and retargeting approaches.

Campaign Strategy & Testing:

• Develop structured testing frameworks based on data rather than assumptions.
• Test audiences, locations, interests, creatives, ad formats, copy, headlines, CTAs, landing pages, products, offers, objectives, bidding strategies and budgets.
• Conduct A/B tests and use performance data to determine which campaigns, audiences, and creatives should receive additional budget.

Ecommerce Performance & Revenue Growth:

• Manage campaigns with a strong focus on measurable commercial outcomes.
• Track and optimise ROAS, CPA, CAC, cost per purchase, conversion rate, revenue generated, purchase volume, average order value, CTR, CPC, CPM, landing page views, add to cart, initiate checkout, and purchase.
• Ensure campaign decisions are connected to qualified customers, purchases, and revenuenot traffic alone.

Budget Management:

• Manage and allocate BottleKing's advertising budget efficiently across platforms and campaigns.
• Handle daily budget management, campaign-level allocation, scaling profitable campaigns, reducing inefficient spend, budget reallocation, and frequency/audience-fatigue monitoring and forecasting.
• Maintain agreed CAC / ROAS targets and be comfortable managing both test budgets and larger campaigns.

Meta Ads Management:

• Take full ownership of Facebook and Instagram advertising through Meta Ads Manager.
• Manage campaign structures, ad sets, audience development, retargeting, lookalike audiences, Advantage+ solutions where appropriate, catalogue/product advertising, conversion campaigns, creative testing, budget optimisation and performance analysis.
• Understand the difference between boosting content and running structured performance campaigns.

Google Ads Management:

• Manage search, performance max, shopping, YouTube, display, and remarketing campaigns.
• Handle keyword targeting, negative keywords, search-term analysis, bidding strategies, conversion optimisation and product-feed performance.
• Work with Google Merchant Center to identify and resolve product-feed issues affecting advertising performance.
• Understand how product titles, descriptions, pricing, availability, categories, and feed quality can affect Shopping / Performance Max performance.

Conversion Tracking & Analytics:

• Work with marketing, technology, and analytics teams to ensure accurate tracking.
• Monitor Meta Pixel, Meta Conversions API where applicable, GA4, and Google Ads conversion tracking.
• Validate events including Purchase, Add to Cart, Initiate Checkout, Add Payment Info, Lead, and Contact.
• Ensure purchase data includes accurate transaction ID, revenue/value, currency, and products/items purchased.
• Identify discrepancies between advertising platforms, GA4, and BottleKing's ecommerce/admin systems.

Product & Promotional Campaigns:

• Develop advertising strategies around product launches, new arrivals, discounts, flash sales, category promotions, seasonal campaigns, event-based campaigns, limited-stock products, clearance campaigns, bundles, and special offers.
• Understand product availability, pricing, margins, and campaign objectives before allocating advertising budget.
• Work closely with the creative and marketing teams to ensure the right products are promoted to the right audiences.

Retargeting & Customer Acquisition:

• Build customer journeys from a cold audience through engagement, website visits, product views, add-to-cart, checkout, purchase, and repeat purchases.
• Develop retargeting campaigns for website visitors, product viewers, add-to-cart users, checkout users, previous customers, social media engagers, video viewers, and customer lists.
• Maintain a strong focus on continuously acquiring new customers rather than relying primarily on existing customers.

Creative Performance:

• Work closely with the creative team to identify high-performing content.
• Provide data-driven feedback on hooks, video length, product presentation, offers, visual formats, copy, CTAs, UGC, Reels, Stories, static creatives, carousels, and product ads.
• Identify creative fatigue and communicate when new creatives are required.

Reporting & Performance Analysis:

• Produce regular performance reports covering spend, revenue, ROAS, purchases, CPA/CAC, conversion rate, CTR, CPC, CPM, landing-page performance, audience performance, platform performance, campaign performance, product performance, and new vs returning customer performance where available.
• Reports should clearly explain what happened, why it happened, and what actions should be taken next.

Competitor & Market Monitoring:

• Monitor competitor advertising activity, audience trends, promotional strategies, and creative approaches within the Nigerian beverage / ecommerce market.
• Identify opportunities to reach new audiences, promote products, improve campaign efficiency, test new channels, and improve creative strategy.

Key Performance Indicators (KPIs)

• Revenue generated from paid advertising.
• ROAS.
• Customer acquisition cost.
• Cost per purchase.
• Number of new customers acquired.
• Number of purchases
• Conversion rate
• Advertising efficiency
• Growth in qualified website traffic
• Retargeting performance
• Campaign testing velocity
• Budget utilisation
• Accuracy of reporting
• Tracking / data quality
• Contribution of paid media to overall e-commerce growth.

Requirements

Qualifications:

• A Bachelor's Degree / HND in arketing, Advertising, Business, Communications, Digital Marketing, Computer Science, or a related field is an advantage.
• However, demonstrable performance marketing experience and results will be considered more important than academic qualifications.

Required Experience & Skills:

• 3+ years of hands-on experience managing paid digital advertising campaigns.
• Strong practical experience with Meta Ads Manager and Google Ads.
• Demonstrable e-commerce/performance marketing experience.
• Strong understanding of audience targeting and segmentation.
• Strong understanding of ROAS, CAC, CPA, CTR, CPC, CPM, and conversion rate.
• Experience managing advertising budgets and scaling campaigns.
• Strong understanding of conversion tracking and attribution.
• Experience with GA4 and Google Merchant Center.
• Strong analytical and numerical skills.
• Ability to interpret campaign data and make optimisation decisions.
• Strong understanding of retargeting and customer acquisition.
• Experience with A/B testing and conversion optimisation.
• Strong understanding of the customer funnel.

Advantageous Experience:

• TikTok Ads
• YouTube Ads
• Snapchat Ads
• Pinterest Ads
• X/Twitter Ads
• Threads advertising
• Meta Conversions API
• Google Tag Manager
• Looker Studio
• Ecommerce platforms
• Product catalogs / feeds
• CRM / customer databases
• Email marketing audiences
• Marketing automation.

Ideal Candidate:

• Highly analytical and data-driven.
• Commercially minded and focused on measurable business outcomes.
• Experienced with e-commerce advertising.
• Strong in audience research and campaign optimisation.
• Comfortable managing multiple advertising platforms.
• Creative enough to understand advertising creatives and customer psychology.
• Curious and willing to test new approaches.
• Comfortable working with large datasets.
• Able to work independently and make informed campaign decisions.
• Able to explain campaign performance clearly.
• Focused on measurable revenue and customer growth.
• The candidate should not require constant supervision to determine basic campaign actions.
• They should be able to look at campaign data and independently answer: What is working? What is not working? Why? What should we change? Where should we increase or reduce spend?.

Reporting Structure:

• The Performance Ads Manager will report to the Head of Branding & Marketing and work closely with the Creative Team, Social Media Team, Content Team, SEO Team, Web/Technology Team, Data / Analytics Team and Management.
• The role requires close collaboration but full ownership of paid advertising performance