B2B Meta Lead Generation Specialist

Job Description

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 brands
• Build and optimize campaigns using Lead Forms, landing pages, and conversion-based funnels
• Develop 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 deal
• Collaborate closely with sales to evaluate lead quality, show rate, and close rate
• Implement structured A/B testing across creative, messaging, audiences, and offers

Creative & Messaging

• Develop and test CPG- and eCommerce-specific messaging, pain points, and value propositions
• Collaborate with designers and copywriters or provide clear creative direction
• Refresh 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 CAC
• Analyze Meta performance alongside CRM and funnel data
• Deliver clear insights, forecasts, and recommendations to stakeholders

What Success Looks Like

• Predictable pipeline of qualified CPG and eCommerce leads
• Stable or improving CPL without sacrificing lead quality
• Strong alignment between paid media performance and sales outcomes
• Scalable Meta systems trusted by sales and leadership

Requirements

Must-Have Qualifications (Non-Negotiable)

• Hands-on B2B Meta lead generation experience
• Direct experience working with CPG and/or eCommerce brands
• Proven ability to generate high-quality B2B leads, not just low CPL
• Deep understanding of CPG and eCommerce buyer journeys
• Strong experience with Meta Ads Manager, conversion tracking, and attribution
• Data-driven mindset with a strong testing and optimization framework

Nice-to-Haves

• Experience with high-ticket B2B offers or agency funnels
• Familiarity with CRMs such as HubSpot, Salesforce, or GoHighLevel
• Experience aligning paid media with sales teams and appointment setters
• Exposure to multi-channel B2B funnels (Google, LinkedIn, email nurture)