Digital & Social Media Specialist

*** PLEASE APPLY ONLY VIA UPWORK. Please do not send us direct emails and do not call us regarding this position. We are not a headhunting or recruitment company, and we simply do not have the resources to handle 10–20 unsolicited calls, emails, and requests for 1:1 interviews every day, including weekends. We have chosen a clear process for this position, and that process is through Upwork. If you are interested in the role, please submit your application there. Direct emails and calls will not improve your chances of being selected. *** SOLARSTONE is looking for a freelance Digital and Social Media Marketing Specialist who can connect content, paid campaigns, targeting, measurement, and business results. This is not a role focused only on posting content or increasing followers. We need someone who understands that marketing must generate awareness among the right audiences, create qualified interest, support Sales, and produce measurable commercial results. What you will work on - Planning and managing the social media content calendar - Managing content across LinkedIn, Facebook, and Instagram - Developing content ideas based on our products, customer needs, projects, partners, and business priorities - Writing and adapting captions, headlines, campaign messages, and calls to action - Briefing or coordinating visual and video content - Setting up and optimizing Meta campaigns - Setting up and optimizing Google Ads campaigns - Supporting LinkedIn organic and paid activity - Creating campaigns for different audiences, products, use cases, and markets - Building audience segments, remarketing audiences, and campaign funnels - Using UTM parameters and maintaining clear campaign naming - Monitoring website conversions and lead generation - Analysing performance and recommending improvements - Reporting on qualified leads, conversion rates, campaign costs, and commercial outcomes - Working with our Sales and marketing teams to improve lead quality Our priority markets include Germany, Sweden, Estonia, and other European markets. Campaigns should be adapted to each market - not simply translated and copied (our local sales team member will support). What we need from you - Hands-on experience with Meta Ads Manager - Hands-on experience with Google Ads - Experience managing LinkedIn and other social media channels - Strong understanding of audience targeting, search intent, remarketing, and conversion funnels - Ability to develop useful content - not generic posts created only to fill a calendar - Understanding of GA4, Google Tag Manager, conversion tracking, and UTM structures - Ability to interpret campaign data and turn it into practical decisions - Strong written & verbal English - Good organization and content-management skills - A commercially focused and proactive working style - Ability to collaborate with designers, internal specialists, partners, and Sales Experience with B2B marketing, construction, architecture, renewable energy, premium home products, or technically complex products would be an advantage. How we think about performance We do not want to optimize marketing primarily for: - Cheap traffic - Impressions - Followers - Likes - Clicks without commercial intent We care about: - Qualified Get a Quote leads - Sales opportunities - Cost per qualified lead - Website conversion - Lead quality - Marketing-influenced pipeline - Learning which audiences, messages, products, and markets convert - AI and the future of marketing We believe marketing is changing rapidly, and AI will be an important part of that change. We want to work with someone who sees the benefits of AI and actively learns how to use it - but who does not lose their own creativity, strategic thinking, critical judgment, or human understanding. AI can help with research, analysis, campaign variations, content development, localization, and production. But the specialist must remain responsible for: - Strategy and prioritization - Audience understanding - Original ideas - Brand voice - Cultural relevance - Factual accuracy - Performance decisions - The quality of the final work We want someone who can control and direct AI, challenge weak output, and use it to produce better marketing - not simply more marketing. About SOLARSTONE SOLARSTONE develops integrated solar-roofing solutions that combine architecture, roofing, and renewable-energy technology. We communicate with homeowners, roofers, architects, construction partners, distributors, and house manufacturers across European markets. Our marketing must make a technical product clear, relevant, trustworthy, and commercially compelling. To apply, please include: - A short introduction explaining why this position interests you - Examples of social media accounts or content you have managed - Examples of Google, Meta, or LinkedIn campaigns you have personally managed - Specific results you achieved and how those results were measured - The analytics, content-management, advertising, and AI tools you use - Your experience with GA4, GTM, conversion tracking, and CRM attribution - The European markets and languages you have worked with - Your availability and preferred pricing model Start your application with the words “Human-led marketing” so we know you have read the full description. Please answer these two questions: - How would you determine whether a campaign is generating qualified leads rather than simply cheap traffic? - How do you use AI without allowing the marketing to become generic or lose its human touch?