Senior Meta Ads Specialist

Groupon connects 42 million customers with local experiences - restaurants, events, wellness and travel - and the million-plus merchants who deliver them. Our mission is to get people offline and into the real world at prices that make it possible. We're an AI-native company in the middle of a platform transformation, moving from a deals marketplace to an experience discovery platform that works for customers and merchants at the same time. Meta is one of Groupon's largest performance channels, running large-scale Dynamic Product Ads across a complex deal catalog. We've recently raised our profitability bar and now we're pushing the channel harder into acquisition. This role owns Meta on the DPA side: catalog structure, prospecting strategy, creative testing, and the AI workflows that make all of it scale across a high-volume deal inventory. Who you'll work with You'll report into the Display Lead (currently being hired) and, until that role is filled, directly into Jakub, Head of Global Performance Marketing. The Display team sits inside the broader SEM and Display org, with engineering and data teams supporting the channel. Expect speed over comfort, business cases that get funded fast when the numbers hold up, and no settled roadmap to hide behind. What you'll be doing Owning Meta DPA across our deal catalog: feed structure, custom labels, product sets, segmentation, and the rules that keep expired or sold-out deals out of live ads Shifting the prospecting and remarketing split, building the acquisition engine in Meta and hitting ROAS targets while growing margin contribution, not just defending it Running the creative testing loop with the design team: hypotheses, variant briefs, kill rules, and competitor insights brought in from other verticals Building AI into the daily workflow, with structured prompts for analysis, AI-generated creative variants from product feed data, automated campaign builds, and tooling that turns static deal images into video templates at scale Working with engineering on the feed fields and custom columns campaigns need, then translating them into product sets and bid logic in Meta Ads Manager Optimising budgets with the discipline to reduce spend on underperformers when the incrementality is still there, rather than killing the campaign outright What success looks like Day 30: You've mapped the Meta account, can explain how our feeds flow into product sets, and identified the three biggest gaps in our acquisition setup. Day 60: You're running DPA campaigns independently, shipped your first prospecting test with a read on incrementality, and introduced at least one AI workflow the team is using. Day 90: You own the Meta acquisition strategy. ROAS sits inside target while spend is growing, and you're setting the creative testing roadmap with design. What this role demands You can demonstrably: Structure a catalog campaign for a high-volume, short-lifecycle inventory marketplace, including feed cleanup, custom labels, product sets, and automated rules for expired inventory Diagnose why a Meta campaign's performance changed and separate the creative issue from the audience issue from the feed issue, with the data to back it up Run a creative testing program with a real framework: hypothesis, variant volume, kill rules, scaling rules Use AI in your daily workflow with specific, demonstrable examples - prompt structures for analysis, AI-generated creative pipelines, automation of repetitive campaign tasks Manage Meta budgets at significant scale and explain how you'd allocate, scale, and pull back across prospecting and remarketing under a hard ROAS or contribution-margin constraint How we operate We hire for how people work, not just what they can do. The OPs most relevant to this role: Impact Obsessed: You optimise for margin contribution, not vanity metrics. If a number doesn't move the business, you don't report on it. Speed Over Comfort: You'd rather ship a directionally right test today than a…