Meta Ads Specialist | Paid Social & Performance Marketing

About the Role An Australian company/client is looking for an experienced Meta Ads Specialist to manage and optimize paid social campaigns targeting high-end and luxury travelers, with a particular focus on North American clients travelling to Australia and cruise travelers. The ideal candidate will have a strong track record in Meta advertising and experience working within the luxury travel, premium hospitality, cruise, tourism, or other high-value markets. You will be responsible for developing and executing campaigns that attract qualified, high-intent travelers and convert them into enquiries and bookings. Experience marketing to US and Canadian audiences, particularly travelers planning trips to Australia, will be highly regarded. Key Responsibilities Develop, launch and manage Meta (Facebook and Instagram) advertising campaigns targeting high-value and luxury travel audiences. Develop audience strategies focused on North American travellers, particularly those from the US and Canada travelling to Australia. Create and manage campaigns targeting cruise travellers and other high-intent travel audiences. Develop strategies to reach affluent and luxury consumers who are interested in premium travel experiences. Conduct audience research and identify relevant interests, behaviours, demographics and lookalike audiences. Manage campaign budgets and optimise campaigns to achieve strong lead generation, enquiry and booking outcomes. Monitor campaign performance, including CTR, CPC, CPL, conversion rates, ROAS and other relevant KPIs. Conduct A/B testing across audiences, creative, messaging, placements and campaign objectives. Work with the broader marketing team to develop effective ad messaging and creative concepts that appeal to a luxury audience. Identify opportunities to improve lead quality and reduce wasted advertising spend. Analyse campaign data and provide clear recommendations based on performance. Implement retargeting strategies for website visitors, previous engagers, video viewers and other relevant audiences. Keep up to date with Meta Ads platform changes, targeting capabilities, best practices and privacy-related changes. Provide regular reporting on campaign performance, insights and recommended next steps. Key Requirements Proven experience managing Meta Ads campaigns professionally, ideally with responsibility for significant advertising budgets. Demonstrated experience generating qualified leads, enquiries or bookings through Meta advertising. Experience working with luxury, premium or high-end brands is highly desirable. Experience within travel, tourism, cruises, luxury hospitality or a related industry is strongly preferred. Experience targeting North American audiences (US and/or Canada). Understanding of the Australian travel market and/or experience targeting international visitors travelling to Australia is highly desirable. Strong understanding of Meta Ads Manager, campaign structures, audiences, retargeting and conversion tracking. Strong analytical skills and the ability to interpret campaign data and make commercially sound decisions. Experience with Meta Pixel, Conversions API and/or other conversion tracking tools is advantageous. Strong understanding of customer journeys and how to move prospects from awareness through to enquiry and booking. Excellent written English and an understanding of how messaging needs to be adapted for a high-end/luxury customer. Ideal Background We are particularly interested in candidates who have worked with: Luxury travel brands Cruise companies or cruise-related businesses Premium tourism and destination marketing Luxury hotels and resorts High-end travel agencies Premium hospitality High-value experiences and services North American travel markets Australian tourism campaigns targeting international travellers What Success Looks Like Success in this role will be measured not simply by generating clicks or impressions, but by attracting high-quality prospective customers who are genuinely interested in premium travel to Australia and ultimately convert into enquiries and bookings. The successful candidate will be able to demonstrate how they have previously used Meta advertising to reach affluent audiences, generate qualified leads and deliver measurable commercial results. Application Requirements Please include: Your latest CV/resume A brief summary of your experience managing Meta Ads campaigns Examples of luxury, travel, cruise, tourism or premium-market campaigns you have managed Details of the markets you have targeted, particularly US/Canada Examples of campaign results, including relevant KPIs such as ROAS, CPL, conversion rate or lead volume Your expected hourly rate Links to your portfolio or relevant case studies, where available