Senior Meta Marketing Specialist

About True Hope Foundation

True Hope Foundation is a social impact and fundraising organization working across multiple causes, including animal welfare, medical emergencies, disaster relief, education, humanitarian support, and assistance to individuals and NGOs in need.

We run large-scale digital fundraising campaigns and are looking for a highly experienced Senior Meta Marketing Specialist who can independently manage, optimize, and scale high-budget Meta advertising campaigns while maintaining strong ROAS and donation performance.

Key Responsibilities

• Plan, launch, manage, optimize, and scale Meta Ads campaigns across Facebook and Instagram.
• Manage high-budget advertising accounts with monthly spends ranging from lakhs to crores while maintaining strict performance and ROAS targets.
• Develop performance marketing strategies specifically for fundraising, crowdfunding, NGO, medical, disaster relief, animal welfare, and social-impact campaigns.
• Create campaign structures for prospecting, remarketing, retargeting, donor acquisition, donor retention, and campaign scaling.
• Identify winning audiences, creatives, campaign formats, placements, hooks, and fundraising stories.
• Continuously optimize campaigns based on ROAS, CPA, cost per donation, conversion rate, CTR, CPM, frequency, donation value, and overall revenue generated.
• Scale successful campaigns aggressively without negatively affecting campaign profitability.
• Conduct detailed audience research and develop custom, lookalike, interest-based, broad, and retargeting audiences.
• Work closely with the video editing, graphic designing, content, campaign, and social media teams to develop high-performing fundraising creatives.
• Provide creative teams with clear insights regarding winning hooks, storytelling formats, thumbnails, headlines, CTA strategies, and audience responses.
• Analyze individual video and creative performance to identify which stories and formats generate maximum donations.
• Conduct extensive A/B testing of creatives, audiences, landing pages, campaign objectives, bidding strategies, ad copies, and campaign structures.
• Manage Meta Pixel, Conversion API, Events Manager, custom events, and event deduplication to ensure accurate conversion tracking.
• Monitor and troubleshoot issues related to Meta Pixel, CAPI, event matching, attribution, Purchase events, Event IDs, domain verification, and tracking discrepancies.
• Ensure accurate tracking between Meta Ads Manager, website analytics, payment gateway transactions, and internal donation data.
• Monitor campaign spending closely and prevent unnecessary overspending, under-delivery, account restrictions, or performance deterioration.
• Develop daily, weekly, and monthly performance reports for management.
• Forecast expected advertising spend, donation revenue, and campaign ROAS.
• Identify underperforming campaigns quickly and take corrective action.
• Develop strategies for important festivals, religious occasions, emergency campaigns, disaster situations, and other high-donation periods.
• Stay updated with the latest Meta advertising algorithms, Advantage+ campaigns, AI-based targeting, attribution changes, privacy updates, automation tools, and advertising policies.
• Ensure all advertising campaigns comply with Meta advertising policies and reduce the risk of account restrictions or disapprovals.
• Coordinate with Meta representatives or technical support teams whenever account, billing, tracking, ad-limit, verification, or technical issues arise.
• Mentor and guide junior Meta Ads executives and performance marketing team members.
• Establish SOPs, reporting systems, testing frameworks, and scaling strategies for the Meta marketing department.

Required Experience & Skills

• Minimum 7–8 years of hands-on experience in Meta/Facebook Ads and Performance Marketing.
• Strong experience managing large advertising budgets.
• Proven experience generating measurable revenue, leads, donations, or conversions through Meta campaigns.
• Strong knowledge of:
• Meta Ads Manager
• Meta Business Manager
• Facebook & Instagram Advertising
• Meta Pixel
• Conversion API – CAPI
• Events Manager
• Custom & Lookalike Audiences
• Retargeting
• Campaign Scaling
• Attribution Models
• Conversion Tracking
• Advantage+ Campaigns
• Automated Rules
• A/B Testing
• UTM Tracking
• Google Analytics / GA4
• Excellent understanding of performance metrics including ROAS, CPA, CPM, CTR, CPC, CVR, frequency, AOV, donation value, and cost per acquisition.
• Strong analytical and data-driven decision-making capabilities.
• Ability to manage multiple campaigns and advertising accounts simultaneously.
• Strong understanding of creative psychology, emotional storytelling, donor behaviour, and conversion-focused advertising.
• Experience working with high-volume e-commerce, crowdfunding, fundraising, fintech, D2C, or lead-generation campaigns will be highly preferred.
• Previous experience in the NGO, crowdfunding, fundraising, medical fundraising, or social-impact sector will be an added advantage.

Leadership Expectations

The candidate should not only operate Meta Ads but should be capable of owning the entire Meta performance function.

The selected candidate will be expected to:

• Build scalable advertising strategies.
• Lead Meta campaign planning and execution.
• Guide junior team members.
• Coordinate with creative and fundraising teams.
• Identify growth opportunities.
• Improve ROAS consistently.
• Take responsibility for monthly advertising and fundraising targets.
• Present campaign performance and strategic recommendations directly to management.

Key Performance Indicators – KPIs

Performance will primarily be evaluated based on:

• Monthly donation/revenue generated through Meta Ads
• ROAS achieved
• Cost per donation
• Campaign scaling capability
• Creative performance
• Conversion rate improvement
• Accuracy of conversion tracking
• Budget utilization
• Number of successful campaigns scaled
• Achievement of monthly fundraising targets