Head of Meta Ads (Remote)

Monthly salary: R75,000 – R105,000 (dependent on experience, negotiable) + performance bonuses for the pod you manage

Full time, UK time zone, fully remote

About Denteel

Denteel is a fast-growing marketing agency helping dental practices attract high-value patients, streamline bookings, and scale profitably.

We don't just run ads - we deliver a full, end-to-end patient acquisition system that blends conversion-focused creative, high-performance funnels, and a disciplined follow-up engine to produce predictable, measurable growth for our clients.

Now, we're looking for a Head of Meta to take full ownership of Meta ads strategy, performance, and creative direction across our accounts. You'll work closely with our media buyer, who handles day-to-day campaign execution, while you set the strategy, direct the creative testing roadmap, and are ultimately accountable for account performance.

You'll report directly to the founder, and all Meta work across the agency runs through you: account structure, testing, creative direction, and who does what on the Meta team.

The majority of what you'll own is Denteel's dental client base, with a handful of non-dental accounts.

We're calling this "Head of Meta," not "Head of Growth," on purpose: we want a genuine Meta specialist who understands the algorithm at a structural level and can direct a media buyer with real authority, rather than someone spread across Meta and Google. This role doesn't include Google Ads. You'll be the authority on what makes Meta ad creative convert, and you'll take that ownership fully off our leadership team's plate.

This is a high-impact role for someone who loves performance, understands what drives CAC, and thrives on accountability, ownership, and clear strategic direction.

What you'll be doing

Performance & Strategy

• Own cost per booked consultation, cost per treatment started and tracked treatment revenue across every Meta account: both Denteel's own client acquisition and our clients' patient acquisition. CPL is a leading indicator, not the goal.
• Analyse weekly performance to identify bottlenecks in creative, targeting, funnel, or follow-up systems.
• Build and execute testing roadmaps that improve cost per acquisition and scale client growth.
• Translate data into clear, actionable recommendations for clients and internal teams.
• Navigate Meta's health and wellness advertising rules: the personal health attributes policy (no copy implying the viewer has a condition), restrictions on before/after and cosmetic claims, and Meta's limits on health-related conversion data. For UK accounts, also ASA/CAP and GDC advertising guidance. Stay compliant without sacrificing performance.

Building the Department

• Audit all priority Meta accounts in your first 30 days and present a prioritised plan.
• Over your first 3 months, write or update the Meta playbook: account structure, testing framework, creative brief template, build QA and reporting.
• Build out our creative production pipeline with our strategists, copywriters and editors, drawing on our library of hundreds of scripted ads and hooks.
• Map out the Meta team structure, and keep evolving it as we grow.
• Run a weekly performance review that catches problems the same week, not the same quarter.
• Improve our automated systems that flag accounts falling outside KPI, and keep refining that process.

Client Leadership

• Onboard clients smoothly, with authority and competence.
• Lead weekly or monthly client calls, providing expert insight, clear direction, and strong expectation-setting.
• Communicate strategy, results, and next steps in a way that builds trust and confidence.
• Proactively identify risks and take action before they become problems.

Creative Direction

• Decide which hooks, angles, and creative concepts need to be tested next for each account.
• Collaborate with Creative Strategists to refine scripts, angles, and formats before production.
• Review creative output to ensure it aligns with performance goals before launch.
• Review video editor outputs against performance KPIs (hook rate, hold rate, outbound CTR, conversion rate) to evaluate creative on Meta.
• For dental and healthcare accounts, apply judgment on trust-building creative - testimonials, before/afters, patient stories - within what Meta's ad policies allow.
• Own creative velocity: set and hit a minimum number of new concepts (not just variations) per account per month, sized to spend and audience.
• Spot fatigue early (frequency, CPM and CPL drift, hook rate decay) and have the next winner ready before the current one dies. Small local audiences burn out fast.
• Build for concept diversity in the Andromeda era: different angles, formats and buyer motivations, not near-duplicates Meta treats as the same ad.

Project & Workflow Management

• Direct our media buyer on account strategy, budget allocation, and campaign structure, translating your strategic and creative calls into day-to-day execution.
• Get into the account yourself to diagnose issues or QA the media buyer's work when needed.
• Lead and set weekly priorities for the team you manage: growth strategists, copywriters, creative strategists, editors, designers and the media buyer. You're not doing it all yourself; you're making sure the team delivers.
• Create tasks with clear context and expected outcomes.
• Ensure landing pages, creatives, and lead follow-up systems are delivered on time.
• Maintain a smooth, predictable workflow across all departments.

Funnel & Lead Gen Oversight

• Ensure landing pages and lead forms match the messaging and creative being tested.
• For dental and healthcare accounts, optimise for local/service-area lead generation - Meta lead ads, instant forms, and call tracking, not just checkout funnels.
• Suggest CRO improvements based on performance data.
• Coordinate with developers or designers when edits are needed.
• Optimise for lead quality, not volume: booked, showed and treatment started.
• Own the loop from CRM outcomes back into Meta (offline conversions or CAPI, within health data rules) so the algorithm learns what a real patient looks like.
• Make sure every lead is contacted quickly (ideally within the hour), by delegating it or setting up the systems that make it happen. Slow call-backs kill conversion and make good ads look bad.

What We're Looking For

Essential Experience

• 3-5 years in Meta performance, including experience leading a paid social team or function: managing media buyers, writing the SOPs they follow, and building a creative testing system. A proven track record of lowering CAC/CPL and scaling spend matters more to us than the exact number of years.
• Deep fluency in Meta Ads Manager - campaign architecture, audience structure, budget/cost control, and how creative velocity interacts with the algorithm - sharp enough to direct a media buyer with real authority, QA their builds, and get into the account yourself when needed. You won't be doing the day-to-day execution, but you can't direct it credibly without knowing it cold.
• Experience with local, multi-location, or regulated service businesses (dental, healthcare, medical, legal, or similar) is strongly preferred - you understand lead-gen funnels and Meta's health/regulated-advertising restrictions, not just DTC ecommerce.
• No Google Ads requirement - this is a Meta-specialist role, and we'd rather have someone excellent at one platform than competent at two.

Skills & Traits

• Strong analytical thinker with excellent judgment.
• Confident communicator who can lead client conversations, spoken or written, with authority. Highly organised, structured, and proactive.
• Understands creative psychology, testing frameworks, and funnel optimisation for lead generation.
• Comfortable managing multiple accounts, deadlines, and internal workflows.
• Takes ownership - no excuses, no hand-holding, no passing the buck.
• Uses AI daily to work faster, while keeping the output authentic and never depending on it: you have native copywriting skills and creative discernment without AI.

Requirements

• Excellent written and spoken English communication skills.
• Available to work UK business hours.
• Own laptop, minimum i7, 32GB RAM.
• High-speed internet, minimum 100Mbps line.
• Noise-cancelling headset.
• Able to start within 2–4 weeks (beneficial).

Success in This Role

6 Months

You're confidently leading strategy and creative direction across Denteel and your other accounts without needing leadership sign-off. Your testing roadmap is driving measurable CAC and CPL improvements for dental clients. Creative and internal teams are aligned with your weekly priorities, and clients see you as their primary growth partner.

12 Months

You've built a repeatable playbook for scaling Meta performance across dental accounts - one that works whether it's a new Denteel client or an existing one. You're driving measurable growth across your highest-spend accounts, and your decisions are directly contributing to client retention.

18 Months

The Meta department runs on your playbook, and performance holds without you needing to be in every account. You're mentoring junior growth strategists and creative strategists, leading our most complex dental accounts, and shaping creative direction and funnel strategy agency-wide.

Why Join Denteel?

Real ownership.

You're not a media buyer executing someone else's brief. You're the strategic and creative lead for Denteel's Meta performance, with the authority to make the calls and to keep improving how Denteel runs Meta.

A defined specialism.

This is a Meta-only role. You get to go deep on one platform rather than splitting focus across channels.

World-class clients.

You'll work with some of the fastest-growing dental and healthcare brands in the space.

High-performance environment.

Surrounded by elite editors, creatives, and strategists who care about results and craft.

Clear progression path.

As we scale, there's a path into senior strategist, lead strategist, or department head roles.

Remote-first.

Work from anywhere while staying connected to a fast-moving, disciplined, high-accountability team.