at SternMeister
About Us
SternMeister is a German training center with AZAV/DEKRA certification. We help migrants in Germany retrain for in-demand professions: Buchhalter (accountant) and Praxisempfang (medical center administrator). Students come almost entirely through paid traffic: Meta, TikTok, and Google.
Important Market Feature
Some students study using a Bildungsgutschein (training paid for by the Jobcenter or Arbeitsagentur), while others pay themselves. These are two different funnels with different logic for a "quality lead", and we track them separately – to a qualified lead and to a student, not just to an application.
About the Role
Meta is our main channel: it accounts for the largest portion of the budget and leads.
You will take full responsibility for it: several ad accounts, currently two funnels (quiz funnels and webinar funnels), a stream of hundreds of new creatives per month, and analytics up to a qualified lead and a student.
Task for the first 3–6 months
Scale the channel without increasing CPL and CPQL, and replace ad-hoc successes with a system: clear account structure, regular creative testing cycle, end-to-end analytics that both marketing and sales trust.
Responsibilities
- Fully manage Meta Ads ad accounts: campaign structure, budgets, bid strategies, distribution between classic 1:1 setups and Advantage+, decisions on scaling and pausing;
- Maintain the creative portfolio: allocate budget between confirmed winners, "flexible" campaigns to reduce frequency, and tests of new concepts. Monitor burnout and rotate creatives in time;
- Manage analytics at three levels: creative (CPL, CPQL as main metrics; CTR, hook rate, and hold rate as supporting), funnel (ad → landing page or quiz → lead → qualified lead → student), channel (CAC, ROAS, payback period, share of quality leads, government and commercial leads separately);
- Be responsible for tracking: pixel, Conversions API, custom events for qualified leads from CRM, breaking down results by creatives, considering CRM events. Verify that the numbers in the ad account match the CRM, and investigate discrepancies;
- Plan the channel: media plan for the month and quarter, backlog of hypotheses, weekly testing priorities, testing plan for new products and audience segments;
- Create briefs for creatives for designers, editors, UGC creators, and AI production in the format: segment × hook × message × angle × format, with references and acceptance criteria. Analyze test results and feed insights back into production – what to repeat, what to close;
- Monitor Meta policies and account risks: targeting restrictions on nationality and language in the EU, AI content labeling, rejections, appeals, account health;
- Track the market: Ads Library for retraining niches, language courses, and migration in Germany, competitor creatives, what resonates with the Russian-speaking audience in Europe;
- Develop funnels for the channel – quiz, landing page, autowebinar, etc.
What We Expect from the Candidate
- 3+ years of real experience with Meta Ads with budgets of $30,000+ per month, where you made decisions about budgets and structure yourself, not just executed someone else's plan;
- Case studies where the main metrics were CPL, CPQL, CAC, and ROAS, and leads were further verified in CRM, not just in the ad account;
- Experience working with a large volume of creatives: dozens of new creatives per month. You understand how a proper test is conducted, how much data is needed for a decision, and how a creative's failure differs from noise;
- Strong analytical thinking. Confidently work with Power BI or Looker Studio and Google Sheets, able to break down performance drops by layers (creatives, audience, landing page, seasonality, sales department) and find the real cause;
- Understanding of the technical side: pixel, CAPI, events, UTM, attribution and its limitations in the EU;
- Ability to write structured briefs for creatives. You understand why a specific hook will work for a specific audience and can explain it verbally, not just "I think so";
- Advanced proficiency in AI tools: Claude, GPT, Gemini, neural networks for content generation;
- It would be great if you have experience in EdTech, info products, lead generation, or quiz funnels.
Will Be a Plus
- Experience working with the DACH market or with the Russian-speaking audience in Europe;
- Understanding of quiz funnel and autowebinar mechanics, basic CRO principles for landing pages;
- Experience in assigning tasks to UGC creators and understanding of shooting processes;
- Experience in niches where lead quality is more important than volume and the sales department verifies every application.
Conditions
- Full-time, remote from anywhere in the world. Working hours must overlap with Berlin (CET) by at least 5–6 hours;
- Work directly with the Head of User Acquisition. Rhythm: hourly dailies 5 times a week and 3 marketing syncs. Additional calls are possible;
- Tools: Meta Ads Manager, Meta Ads Library, Power BI, Plurio, task tracker, any language models and tools for generating creatives for your tasks (we'll pay if needed). Any AI tools to achieve goals, including vibe-coding tools;
- Compensation: fixed dollar rate + KPI-based bonus. The amount will be discussed during the interview and depends on experience;
- Probationary period – 1 month, fully paid.
How to Apply
Send CV and case studies with numbers to TG recruiter contact.
In your cover letter, answer one question: how would you organize campaign training on quality leads if you have many raw applications but few qualified ones?
