- Adella Digital is hiring a Paid Social Ad Specialist — Meta and TikTok — remote, anywhere in India.

Adella Digital is a US company based in Cedar Park, Texas. We run growth programs for American brands: paid media, websites and ecommerce, email and lifecycle, SEO and content. Our India team operates under GulfStar, with a hub in Ahmedabad. We're also building AdellaInsight, our own AI-first marketing operating system. It isn't a side project — it's how we intend to run this agency, and eventually how other agencies run theirs. You'll use it every day.

About the hours — we'll say this first

This role runs on US time. Your working availability is 7:00 AM to 3:00 PM Pacific, which in India means 7:30 PM to 3:30 AM IST, Monday to Friday. When US daylight saving ends in November it shifts an hour later.

Yes, that's a night shift. We put it at the top because it's the main reason people step away from this role, and we'd rather you know now than in round three. It's non-negotiable because this is a client-facing seat — you'll be on calls with US brands defending a plan and explaining a number, and that can't happen asynchronously.

If those hours don't fit your life, no hard feelings. This just isn't the one.

What this role actually is

You own paid social for a portfolio of US ecommerce and DTC brands. Meta is the majority of it — Facebook and Instagram across prospecting, retargeting, catalog and Advantage+ — with TikTok in scope for the clients whose audience lives there. Snap, Pinterest and Reddit come in only when a client's economics justify them, and you'll be the one making that case or declining to.

Paid social is the discipline, and we mean that literally. We're hiring a paid search specialist separately, so this is not a blended paid-media seat. We want the person whose craft is audience and creative — who reads a breakdown by placement and age band before their first coffee, has a real opinion about when Advantage+ is helping and when it's hiding the problem, and treats a creative test as a hypothesis with kill criteria rather than "let's see what happens."

We're specific about creative because that's where paid social hires quietly fall short now. The targeting levers are mostly gone. What's left is the creative testing system:



how many concepts, on what cadence, judged on what, killed when. If you've built and run that system — not inherited someone else's dashboard of it — say so early. It's the line that separates the shortlist here.

Roughly two-thirds of the job is judgment: audience and offer strategy, creative direction, measurement design, budget allocation across accounts, and the conversation with the client about why the plan is the plan. The other third is you inside Ads Manager. We don't believe anyone can credibly direct what they never touch. If you've reached the point where you brief others and read dashboards, this will feel like a step backwards — skip it.

What you'll own

- Paid social strategy and execution across a portfolio of US brands — Meta as the core, TikTok where it earns its place
- - Creative strategy and the testing system behind it: what gets tested, on what cadence, against what hypothesis, and when it gets killed. Hook rate, hold rate and thumb-stop are your working vocabulary, not slides
- - Account structure that survives Advantage+: when to consolidate, when to break out, how to keep enough signal to read
- - Catalog and product-set strategy for ecommerce accounts — best-sellers, margin tiers, feed hygiene on the Meta side
- - Measurement that survives contact with reality — Meta Conversions API, server-side tracking, the gap between platform-reported and Shopify-reported revenue, and the honesty to explain that gap to a client rather than hide behind it
- - Scaling decisions: when to push budget, when to hold, when to rebuild rather than optimise
- - The client relationship on your accounts — the monthly narrative, the bad-month conversation, and the case for more spend when it's warranted
- - Working inside AdellaInsight for reporting and cross-channel visibility, and telling us where it falls short.



You'll have direct influence on a product we're actively building

What we need
- 5+ years buying paid social hands-on, with meaningful budget under your own control, and Meta as your primary channel rather than one of several
- - Real experience with US or international audiences — the creative, the objections and the CAC maths are different from India-domestic
- - A creative testing system you can describe in numbers: concepts per week, spend threshold before judgment, kill criteria
- - Comfort with post-iOS14 measurement — Conversions API set up and maintained by you, server-side where warranted, and honest attribution
- - Ecommerce and Shopify literacy: CAC, AOV, contribution margin. You should be able to tell a client their ROAS target is wrong and show the arithmetic
- - Agency experience running several accounts at once, or in-house work of equivalent complexity
- - Written and spoken English robust enough to lead a call with a US client — you will be on the call, not behind an account manager
- - Fluency with AI tools. We build on them and you'll be using ours

Nice to have
- TikTok Ads run at real budget for a US, UK or Gulf account — not a test campaign
- - Snap, Pinterest or Reddit at depth
- - Creative production workflow experience — briefing, UGC sourcing, versioning — not just media
- - You've built a paid social function or process somewhere rather than inheriting one
- - Google Ads alongside social — you'll work beside our paid search specialist and the two budgets talk to each other

What you get
- Competitive compensation, based on demonstrated spend history and results, plus a performance bonus tied to account performance and client retention
- - Real budgets on US brands — not ₹50,000 test accounts
- - AdellaInsight as your daily tooling, with genuine influence over what gets built next
- - A direct line to leadership. Strategy decisions get made in the room you're in
- - Work from anywhere in India

Location: Remote, anywhere in India. If this sounds like your kind of work, apply and tell us about one account you'd want to be judged on — the spend, the offer, what you changed in the creative, and what happened to CAC.

📌 Paid Social Ad Specialist - Meta & TikTok for US Brands (US Shift) (India)
🏢 Adella
📍 India