Meta Ads Buyer to Launch Paid Social for a New Commerce Platform

What we need We're hiring a Facebook + Instagram ads expert to launch and manage paid social for a new commerce platform. The core challenge isn't creative or budget management. It's audience: we need someone who can help us identify, test, and validate the right targeting for a specific persona we're trying to reach. About the Platform This is a new commerce platform that turns brands' most loyal customers into in-person sellers. Think a human distribution channel for DTC brands. We've validated the model, signed early brand partners, and now we're building the acquisition engine to scale our seller community. The core problem Our sellers aren't a standard Meta persona. They're relationship-driven, community-embedded, entrepreneurial without being "hustle culture" — closer to a Poshmark or Rodan+Fields top seller than a TikTok Shop affiliate, but different from both. Everyday people, not influencers. We need someone who can: • Translate that persona into testable Meta audiences (interest stacks, lookalikes, custom audiences, behavioral signals) • Design an audience testing framework. Not just launch ads, but structure the tests so we actually learn what's working • Iterate weekly based on results, not monthly Scope of work • Audience strategy. Map our persona to a set of testable audience hypotheses across Meta's targeting options • Campaign setup and management. Full-funnel structure across Facebook + Instagram • Creative direction. We'll produce creative; you'll brief us on what to test and why • Pixel + event setup and QA • Weekly reporting and iteration. Clear read on what's working and what to change You're a fit if • You've launched paid social for early-stage consumer platforms or marketplaces before especially ones without an obvious pre-existing audience • You can talk about audience testing frameworks, not just "we'll test some lookalikes" • You have a strong point of view on iOS 14+ post-ATT targeting realities and how to work around them • You've hit CPA targets on cold audiences before and can tell me exactly how Budget and engagement Starting with a 4–6 week initial engagement to launch and validate the first campaigns. Media budget is modest and can scale with performance. Comfortable with hourly or fixed-fee for the management work. Propose what fits your style. Right operator has strong ongoing upside as we scale spend. To apply Skip the agency boilerplate. Tell me about one campaign where you had to figure out the audience from scratch. Not "we scaled a proven audience" but "we didn't know who the buyer was, and we found them." What was your framework?