Meta Ads Specialist – Luxury Travel & Cruise Market

About the Role

An Australian company/client is looking for an experienced Meta Ads Specialist to manage and optimize paid social campaigns targeting high-end and luxury travelers, with a particular focus on North American clients travelling to Australia and cruise travelers.

The ideal candidate will have a strong track record in Meta advertising and experience working within the luxury travel, premium hospitality, cruise, tourism, or other high-value markets. You will be responsible for developing and executing campaigns that attract qualified, high-intent travelers and convert them into enquiries and bookings.

Experience marketing to US and Canadian audiences, particularly travelers planning trips to Australia, will be highly regarded.
Key Responsibilities

- Develop, launch and manage Meta (Facebook and Instagram) advertising campaigns targeting high-value and luxury travel audiences.

- Develop audience strategies focused on North American travellers, particularly those from the US and Canada travelling to Australia.

- Create and manage campaigns targeting cruise travellers and other high-intent travel audiences.

- Develop strategies to reach affluent and luxury consumers who are interested in premium travel experiences.

- Conduct audience research and identify relevant interests, behaviours, demographics and lookalike audiences.

- Manage campaign budgets and optimise campaigns to achieve strong lead generation, enquiry and booking outcomes.

- Monitor campaign performance, including CTR, CPC, CPL, conversion rates, ROAS and other relevant KPIs.

- Conduct A/B testing across audiences, creative, messaging, placements and campaign objectives.

- Work with the broader marketing team to develop effective ad messaging and creative concepts that appeal to a luxury audience.

- Identify opportunities to improve lead quality and reduce wasted advertising spend.

- Analyse campaign data and provide clear recommendations based on performance.

- Implement retargeting strategies for website visitors, previous engagers, video viewers and other relevant audiences.

- Keep up to date with Meta Ads platform changes, targeting capabilities, best practices and privacy-related changes.

- Provide regular reporting on campaign performance, insights and recommended next steps.

Key Requirements

- Proven experience managing Meta Ads campaigns professionally, ideally with responsibility for significant advertising budgets.

- Demonstrated experience generating qualified leads, enquiries or bookings through Meta advertising.

- Experience working with luxury, premium or high-end brands is highly desirable.

- Experience within travel, tourism, cruises, luxury hospitality or a related industry is strongly preferred.

- Experience targeting North American audiences (US and/or Canada).

- Understanding of the Australian travel market and/or experience targeting international visitors travelling to Australia is highly desirable.

- Strong understanding of Meta Ads Manager, campaign structures, audiences, retargeting and conversion tracking.

- Strong analytical skills and the ability to interpret campaign data and make commercially sound decisions.

- Experience with Meta Pixel, Conversions API and/or other conversion tracking tools is advantageous.

- Strong understanding of customer journeys and how to move prospects from awareness through to enquiry and booking.

- Excellent written English and an understanding of how messaging needs to be adapted for a high-end/luxury customer.

Ideal Background

We are particularly interested in candidates who have worked with:

- Luxury travel brands

- Cruise companies or cruise-related businesses

- Premium tourism and destination marketing

- Luxury hotels and resorts

- High-end travel agencies

- Premium hospitality

- High-value experiences and services

- North American travel markets

- Australian tourism campaigns targeting international travellers

What Success Looks Like

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