Head of Meta Ads

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.
• 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 motiva