Senior Paid Social Manager

A BOUT TIDE At Tide, we help SMEs save time and money in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions, from invoicing to accounting. Tide is transforming the small business banking market and now supports over 2 million members globally across the UK, India, Germany and France. Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data driven decisions to serve our mission: to help SMEs save time and money so they can get back to doing what they love. Tide facts: Tide is available for UK, Indian, German and French SMEs Over 2 million members globally and rapidly growing Over $300 million raised in funding 3,000 Tideans globally Recognised with Great Place to Work certification three years in a row, and among India’s Top 50 Best Workplaces in Banking, Financial Services, and Insurance in 2026 We have offices in Central London, with a member support and technology centre in Sofia, Bulgaria, technology centres in Serbia, Romania, Lithuania and Hyderabad and offices in Gurugram, New Delhi, Berlin, Paris and Luxembourg About You We’re looking for a Senior Paid Social Manager who can strategically lead and scale our acquisition efforts across paid social channels in the UK and Europe. You’ll bring deep expertise in managing multi-million-pound budgets, a data-driven approach, and a proven track record of driving large-scale growth. You will be responsible for leading strategy, execution, and innovation in our paid social performance, ensuring we stay ahead of platform changes and industry trends. You’ll also have a clear view on how AI is changing performance marketing, and you’ll build a team that uses it well. You’ll be a Meta expert, with hands-on experience across bidding strategies, audience segmentation, attribution, and creative testing. Additionally, you’ll have experience scaling campaigns across TikTok, Twitter, LinkedIn. You’ll be a martech-savvy professional, comfortable with tracking solutions, first-party data activation, working with MMPs and advanced attribution modeling. You will play a key role in shaping Tide’s international expansion and long-term paid social strategy, ensuring that performance marketing continues to be a key growth driver. This is an opportunity to lead and grow Tide’s in-house Paid Social team as an AI-enabled team, making a significant impact on the business. Some of the things you’ll be doing: Owning and scaling paid social performance globally , ensuring we maximise efficiency and return on investment across all platforms. Managing and optimising multi-million-pound budgets , using advanced bidding strategies and automation tools to drive sustained growth. Building an AI-enabled paid social team , deciding which work AI should handle (creative production, reporting, bid and budget management) and which stays with people, then training the team to work that way. Embedding AI into creative and testing workflows , using generative tools to develop concepts, copy and variants faster, with clear quality, brand and compliance checks. Using AI and automation across the account , from platform tools such as Advantage+ to custom scripts, agents and reporting workflows that cut manual work. Developing and executing the paid social roadmap , identifying new opportunities, testing innovative strategies, and expanding our presence across emerging platforms. Driving a full-funnel approach , from awareness campaigns to high-intent lead generation and conversion, leveraging creative and audience insights. Collaborating with cross-functional teams (Data, Product, Web, Creative, and more) to align paid social strategies with Tide’s wider growth objectives. Championing attribution and measurement , ensuring best-in-class tracking, incrementality testing, and first-party data activation. Leading creative strategy , working closely with designers and copywriters to continuously test and optimise assets for performance. Staying ahead of industry changes , including privacy regulations (SKAD, ATT, IFDA), AI-driven platform updates , and new advertising solutions. Building and mentoring a high-performing, AI-literate paid social team , shaping the function as we scale both in the UK and internationally. You’ll be a great fit if: You have 7+ years of experience in paid social marketing, managing large-scale campaigns across multiple platforms. You have a proven track record of driving large volumes of B2B acquisition through paid social. You’re an expert in Meta advertising (Facebook & Instagram), with deep knowledge of bidding strategies, audience segmentation, and ad creative best practices. You have extensive hands-on experience with LinkedIn Ads, Twitter, TikTok, and other secondary paid social platforms. You’re highly analytical, comfortable with incrementality testing, MMM, and data-driven decision-making. You have strong technical knowledge of tracking solutions, attribution modeling, and martech tools (Appsflyer, GA4, GTM, CDPs, Looker/Tableau, etc.). You have hands-on experience using AI in marketing, such as generative tools for creative and copy, LLMs for analysis, and automation for reporting and optimisation. You have experience building or leading a team that uses AI day to day, including setting standards, sharing prompts and workflows, and measuring the productivity gain. You’re comfortable with Meta’s AI-led campaign products (Advantage+, automated bidding) and know when to trust automation and when to override it. You have sound judgement on AI risk, including brand safety, accuracy of claims and data privacy, ideally in a regulated industry such as financial services. You understand how to drive performance across web traffic, mobile apps, and lead generation channels. You have a test-and-learn mindset, with a structured