About this role
About the Client
Our client is a growth-focused marketing partner helping CPG and eCommerce brands drive predictable pipelines through performance advertising and sales-aligned funnels. Meta (Facebook & Instagram) is a core acquisition channel for us, and we’re looking for a specialist who understands how to generate high-quality B2B leads for CPG and eCommerce decision-makers—not just low-intent form fills.
About the Role
We’re hiring a B2B Meta Lead Generation Specialist with proven CPG and eCommerce experience to own Meta-driven demand generation. This role requires a deep understanding of how CPG and eCommerce brands buy, how their decision-makers think, and how to structure Meta campaigns that convert into sales-qualified opportunities.
You will be responsible for strategy, execution, optimization, and performance insights across Meta lead generation campaigns targeting CPG and eCommerce brands.
What You’ll Be Doing
Meta Lead Gen Strategy & Execution
Own and scale B2B Meta lead generation campaigns targeting CPG and eCommerce brandsBuild and optimize campaigns using Lead Forms, landing pages, and conversion-based funnelsDevelop cold, warm, and retargeting audiences aligned to CPG/eCommerce buyer roles (founders, CMOs, growth leaders)Optimize toward lead quality, pipeline contribution, and revenue, not just CPL
Funnel & Conversion Optimization
Align ad strategy with the full funnel: ad → landing page → lead → booked call → closed dealCollaborate closely with sales to evaluate lead quality, show rate, and close rateImplement structured A/B testing across creative, messaging, audiences, and offers
Creative & Messaging
Develop and test CPG- and eCommerce-specific messaging, pain points, and value propositionsCollaborate with designers and copywriters or provide clear creative directionRefresh creative frequently to combat fatigue and maintain performance at scale
Performance & Reporting
Track and optimize KPIs including CPL, lead-to-call rate, show rate, SQL rate, and CACAnalyze Meta performance alongside CRM and funnel dataDeliver clear insights, forecasts, and recommendations to stakeholders
What Success Looks Like
Predictable pipeline of qualified CPG and eCommerce leadsStable or improving CPL without sacrificing lead qualityStrong alignment between paid media performance and sales outcomesScalable Meta systems trusted by sales and leadershipRequirements
Must-Have Qualifications (Non-Negotiable)
Hands-on B2B Meta lead generation experienceDirect experience working with CPG and/or eCommerce brandsProven ability to generate high-quality B2B leads, not just low CPLDeep understanding of CPG and eCommerce buyer journeysStrong experience with Meta Ads Manager, conversion tracking, and attributionData-driven mindset with a strong testing and optimization framework
Nice-to-Haves
Experience with high-ticket B2B offers or agency funnelsFamiliarity with CRMs such as HubSpot, Salesforce, or GoHighLevelExperience aligning paid media with sales teams and appointment settersExposure to multi-channel B2B funnels (Google, LinkedIn, email nurture)