Role Purpose
The Specialist, Paid Social Media Marketing (GDL) is responsible for leading the development, execution, and optimization of high impact paid social media campaigns across industry leading platforms to drive awareness, engagement, and performance outcomes for IHG’s global portfolio of brands and lines of business. Operating within a global corporate structure, this role supports GMSS objectives by delivering scalable, insight driven paid social activation while ensuring operational excellence, efficient budget management, and continuous capability improvement across regions.
Key Accountabilities
Campaign Ownership: Lead the setup, management, and optimization of paid social campaigns across Meta (FB & IG), LinkedIn, and TikTok to drive awareness, engagement, and performance outcomes across multiple IHG brands and markets.
Budget Accountability: Manage and optimize paid social budgets exceeding $1M USD, ensuring efficient allocation, disciplined pacing, and strong return on investment.
Performance & Optimization: Monitor KPIs, lead structured test‑and‑learn initiatives (audiences, creative, bidding), and deliver actionable insights to continuously improve campaign performance.
Critical Expertise, Experience and Educational Attainment Required
Educational Attainment:
Bachelor’s degree in Marketing, Communications, or a related field, or equivalent professional experience in paid media.
Critical Experience & Expertise:
Hands‑on experience managing and optimizing paid social campaigns for consumer brands within a global or multi‑regional operating model. Demonstrated ownership of large‑scale paid social budgets ($1M+), with accountability for performance and efficiency. Proficiency in English is required to communicate clearly and effectively, both verbally and in writing, with cross‑functional and global stakeholders.
Technical Skills & Knowledge:
Advanced proficiency in paid social platforms (Meta, LinkedIn, TikTok), including platform‑native buying tools, pixels, events, and performance measurement. Strong understanding of testing methodologies, optimization levers, and performance reporting to drive full‑funnel outcomes.
At IHG, we’ve made a promise. As one of the world’s leading hotel groups, we’re here to deliver True Hospitality for Good. Making our guests and colleagues feel welcome, cared for, recognised and respected – wherever they are in the world. Want to be part of the journey?
Who we are
At IHG Hotels & Resorts, we work together to deliver True Hospitality for Good on a global scale. With corporate offices and over 6,000 hotel destinations worldwide, a career at IHG is the perfect way to broaden your horizons. You’ll experience our unique culture and brilliant colleagues who will support and inspire you. With a host of corporate opportunities to choose from, wherever you are on your career journey, and whatever you want to achieve there’s Room for You at IHG.
Over recent years, we’ve transformed our company. We have bold ambitions to drive performance and maintain our relentless focus on growth in order to be the hotel company of choice that guests & owners love.
We are a hospitality business at our core and value connections and being together helps us foster a unique sense of belonging that also supports productivity. That’s why here at IHG, we give our colleagues flexibility and balance – working in a hybrid way, blending office and remote working collectively. We recognise that every role is different, that’s why leaders work with teams to determine how and when they collaborate.
We provide a wide range of benefits designed to help you live your best work life. These include impressive room discounts across our many properties, recharge days and volunteering days throughout the year. Through our myWellbeing framework, we are committed to supporting wellbeing in your health, lifestyle, and workplace. We offer a unique and inclusive culture, where there is always Room for You to belong, grow and make a difference.
Our mission is to welcome everyone and create inclusive teams where we celebrate difference and encourage colleagues to bring their whole selves to work. IHG Hotels & Resorts provides equal employment opportunities to applicants and employees without regards to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, or any other category protected by applicable laws. We promote a culture of trust, support, and acceptance. Always welcoming different backgrounds, experiences, and perspectives.
