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 .
- Robust 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

📌 Senior Meta Marketing Specialist (Jodhpur)
🏢 True Hope Foundation
📍 Jodhpur