Paid Social Specialist - Meta & TikTok

About Pillar

Pillar is an Italian startup founded on February 13, 2025. In less than a year, we raised €15.2 million to revolutionize the construction industry, and we are growing fast. Our mission is to rebuild its foundations. Our ambition is to manage 1 in 3 construction sites in Europe. We are Italian, but with a European vision 🚀

The Italian construction industry is the backbone of the country's economy, involving nearly 5 million people, yet it is still managed with outdated tools.

Pillar was built to solve this problem at its root. We have built an all-in-one platform that allows construction companies to oversee every job site and monitor profitability in real time.

Why Join Us Now

Meta and TikTok already generate a significant share of our pipeline, and we see plenty of room to grow.

We have an in-house creative team covering design, video editing and motion, as well as creators who understand our audience. Now we need someone who connects creative thinking with performance data: someone who can identify what works, brief the next batch of ads, test new concepts and optimize campaigns based on what actually drives customers.

This isn't a role where you simply launch campaigns and monitor the numbers. You'll help shape the creative strategy behind our paid social channels, with ownership of both the ideas and the results.

The Team

You'll report to the Growth & Performance Manager and join our central Growth function, working closely with the Performance Marketing team.

You'll collaborate daily with our designers, video editors and creators, turning performance insights into creative briefs they can bring to life. You'll also work closely with Sales, using feedback from sales calls to understand lead quality and identify which messages resonate with potential customers.

Our Growth function supports every market Pillar enters. You'll focus on Italy and Spain today, helping build a repeatable acquisition playbook for the countries that come next.

What You'll Do

In practice:

• Own Meta and TikTok performance end to end: manage campaign structure, budgets, bidding strategies, Lead Ads, Instant Forms and website conversion campaigns, identifying opportunities to improve performance and scale what works.

• Build a creative testing engine: develop clear hypotheses, establish a consistent testing rhythm, and make data-driven decisions about which creatives to stop, iterate or scale. Spot creative fatigue early and keep new concepts coming.

• Turn insights into creative briefs: translate campaign data, audience insights and sales-call feedback into actionable briefs covering angles, hooks, opening seconds, formats and messaging. Work with our creative team and creators to bring new ideas to life quickly.

• Connect campaigns to real business outcomes: maintain reliable Meta Conversions API and TikTok Events integrations, sending downstream CRM signals such as qualified leads, meetings and signed contracts back to the platforms. Help algorithms optimize for valuable customers, not just form submissions.

• Protect lead quality: optimize forms, messaging and the promise behind every ad to attract prospects who fit our ICP and can be reached and qualified by Sales.

• Scale across markets: adapt winning creative concepts for Spain and future markets, collaborating with local teams and creators to make campaigns relevant to each audience.

Your one goal: get the next winning ad live before the current one burns out

Your First 90 Days

• Month 1: audit both accounts at the ad level, join sales calls, spend time with our creative team on a construction site, and launch your first batch of tests.

• Month 2: establish a structured creative testing framework, a weekly production rhythm, clear rules for stopping or scaling campaigns, and reliable CRM signals feeding both platforms.

• Month 3: take ownership of the creative roadmap for Meta and TikTok, with the first campaign batch tailored to the Spanish market live.

Who We're Looking For

We're looking for someone who combines analytical thinking, creative instinct and a strong sense of ownership.

• You understand the metrics behind creative performance, from hook rate and hold rate to click-through rate, cost per lead and cost per qualified lead. You know what each metric tells you and how to act on it.

• You have a strong creative instinct, but you validate it with data. You can recognize a promising hook, design a meaningful test and learn from results that challenge your assumptions.

• You know how to write hooks in natural Italian, using the language your audience actually speaks. No unnecessary jargon, no English where Italian works.

• You plan ahead. You have a pipeline of new creative concepts ready before the current batch starts losing effectiveness.

• You care about what happens after the form. You prioritize leads that Sales can reach, qualify and convert over vanity metrics or low cost per lead alone.

• You're hands-on. When it's faster, you can create a new opening frame, edit a quick video or produce a creative variant yourself using tools such as CapCut or AI.

Requirements

• 3–5 years of hands-on experience with Meta Ads and at least 1 year with TikTok Ads, managing lead-generation campaigns with a sales team behind them. Experience achieving consistent performance targets, particularly in lead generation and B2B campaigns, is essential.

• Practical experience with Meta Conversions API, TikTok Events and CRM integrations such as HubSpot or similar platforms.

• Experience managing Lead Ads, Instant Forms and website conversion campaigns.

• A creative testing framework you've designed and implemented, with measurable results at the individual-ad level.

• Experience briefing designers, video editors or creators.

• Native-level Italian and fluent English.

Nice to Have:

• Experience with B2B, B2B2C or small-business audiences, particularly in traditional industries.

• Spanish proficiency or experience managing campaigns across multiple countries.

• Video editing skills using tools such as CapCut or Premiere, and familiarity with AI-powered creative tools.

• Experience with Spark Ads, creator whitelisting, Meta Advantage+ or TikTok Smart+ campaigns.

• Familiarity with HubSpot, GA4 or PostHog.

• Previous experience in a startup or high-growth environment.

You don't need to have worked on a construction site before. You will have the opportunity to experience one during your first month.

How We Work at Pillar

At Pillar, we row in the same direction: when one of us accelerates, we all move forward. We're ambitious, we raise the bar, and we take ownership of our work.

We offer clear goals, the tools to succeed, direct communication and honest feedback. We move fast, challenge assumptions and avoid unnecessary bureaucracy.

Pillar isn't for you if you want clearly defined boundaries, already-perfect processes, a calm pace, or someone telling you exactly what to do every day.

What We Offer

• Compensation: €30.000/€40.000 gross annual salary, depending on experience and impact.

• Benefits: €1.000 in fringe benefits, €1.000 in welfare benefits and €8/day meal vouchers.

• Ownership: real responsibility for a critical growth area, with a direct impact on customer acquisition and business results.

• Growth: meritocratic progression, where impact drives advancement.

• Location: Milan, on-site

• Team: a young, ambitious and collaborative team focused on building something meaningful.

• Offsites: team gatherings every six months.

Our Hiring Process

1. An introductory conversation with our Talent Acquisition team.

2. A practical case based on three of our real ads, with anonymized performance data: a winner, an average performer and an underperformer. You'll explain why they performed differently and prepare a brief for the next batch. Approximately two hours of independent work.

3. A technical interview with our Growth Marketing Manager, starting from your case.

4. A final conversation with our VP of Growth.

Ready to Apply?

Show us what you can do. Share three ads you've created or directed. For each one, tell us who it targeted, what the hook was and how it performed. One should be an underperformer, along with what you learned from it.

If you want to optimize campaigns while someone else decides what to create, this probably isn't the right role.

If you want to shape what Italian construction professionals see in their feeds today, and what future customers in Spain will see tomorrow, we'd love to hear from you.

Let's build something great. Together. 🧱🚀