Senior Meta Ads Specialist – US Market

<p>Groupon is a marketplace where customers discover new experiences and services everyday and local businesses thrive. To date we have worked with over a million merchant partners worldwide, connecting over 16 million customers with deals across various categories. In a world often dominated by e-commerce giants, we stand out as one of the few platforms uniquely committed to helping local businesses succeed on a performance basis.</p> <p>Groupon is on a radical journey to transform our business with relentless pursuit of results. Even with thousands of employees spread across multiple continents, we still maintain a culture that inspires innovation, rewards risk-taking and celebrates success. The impact here can be immediate due to our scale and the speed of our transformation. We're a "best of both worlds" kind of company. We're big enough to have the resources and scale, but small enough that a single person has a surprising amount of autonomy and can make a meaningful impact.</p><p>Groupon is undergoing a significant transformation, and we’re looking for a <strong>Senior Meta Ads Specialist</strong> to help drive that change in our <strong>largest and most strategically important market: </strong>the United States. You will be managing<strong> multi-million monthly spend</strong>. This is a <strong>hands-on, high-impact role</strong> focused on <strong>scaling Meta Ads performance across web and app</strong>, connecting millions of customers with local deals in real time—from massages in Miami to sushi in San Francisco. </p> <p>As one of the <strong>largest advertisers across Meta platforms</strong> and a <strong>global marketplace for local services</strong>, Groupon offers a unique performance marketing environment—combining the complexity of <strong>feed-driven scale</strong>, <strong>geo-targeting across thousands of cities</strong>, and a strong <strong>mobile-first customer base</strong>.</p> <h3><strong>What You'll Be Doing</strong></h3> <ul> <li><strong>Develop and execute Meta Ads strategy</strong> for the US market<br/>Plan campaigns across both <strong>national and city-level targeting</strong>, adapting for local market conditions and category dynamics (e.g. health &amp; wellness, food &amp; drink, experiences).</li> <li><strong>Work across a full spectrum of Meta campaign types</strong><strong><br/></strong> Own the full Meta campaign mix:</li> <ul> <li>Advantage+ Shopping campaigns</li> <li>Dynamic Product Ads (DPA)</li> <li>App install and App event campaigns (including SKAN)</li> <li>Remarketing campaigns (web and app-based)</li> <li>Custom audiences, lookalikes, broad targeting, and CAPI integrations</li> </ul> <li><strong>Manage performance across web and app</strong><strong><br/></strong> Use <strong>deep linking</strong>, <strong>App Events</strong>, and <strong>SKAN reporting</strong> to drive cross-platform conversions. Ensure accurate tracking and event optimization.</li> <li><strong>Operate at scale</strong><strong><br/></strong> Build and optimize <strong>high-budget campaigns</strong> (often exceeding $100K/month), with a strong focus on <strong>account structure</strong>, <strong>budget allocation</strong>, <strong>creative testing</strong>, and <strong>audience segmentation</strong>.<br/><br/></li> <li><strong>Optimize product feeds and catalog health</strong><strong><br/></strong> Collaborate with feed and product teams to support <strong>dynamic product ad delivery</strong> across Groupon’s evolving merchant base.</li> <li><strong>Drive data-led decisions</strong><strong><br/></strong> Analyze performance using <strong>Meta Ads Manager</strong>, <strong>Appsflyer</strong>, and <strong>GA4</strong>. Use insights to inform testing roadmaps and unlock efficiency gains.</li> <li><strong>Collaborate cross-functionally</strong><strong><br/></strong> Align with <strong>analytics, product, creative</strong>, and <strong>category teams</strong> to execute performance strategies that reflect business goals and merchant priorities.</li> </ul> <h3><strong>What We're Looking For</strong></h3> <ul> <li>Proven experience managing <strong>Meta Ads campaigns at scale</strong>, ideally in a <strong>marketplace or ecommerce</strong> environment.</li> <li>Practical expertise in <strong>Advantage+</strong>, <strong>DPAs</strong>, <strong>app install</strong>, and <strong>remarketing campaigns</strong>—with clear use-case understanding for each format.</li> <li>Deep knowledge of both <strong>mobile app and web conversion flows</strong>, including tracking, attribution, and event configuration.</li> <li>Ability to balance <strong>national and localized city-level campaigns</strong>, especially in fast-changing, high-SKU environments.</li> <li>Hands-on experience with <strong>feed and catalog management</strong> for Meta's dynamic ad ecosystem.</li> <li>Strong analytical mindset, with proven ability to improve <strong>ROAS</strong>, <strong>CPA</strong>, and app performance through testing and ite