Job Description

TikTok Ad Specialist

Mission: Turn TikTok from a channel we don't run into a profitable, scalable source of new Dwell subscribers.

Description

TikTok is a brand-new paid channel for us. We have a small organic presence on the platform, but we've never run paid ads there, so we're building from scratch.

You'll own TikTok paid acquisition: account structure, campaign strategy, creative direction, optimization, and reporting.

You'll report directly to me, Jonathan Bailey (Co-Founder, Head of Growth).
You'll also partner closely with David Yount (Head of Finance) on attribution and cross-channel measurement, and Kyle Johnson (Meta Specialist, Apple Search Ads & Ad ROI Analyst) on cross-channel creative coordination.
You'll partner with our Ad Creator to generate and prioritize new testing ideas. Drawing from platform trends, audience behavior, and campaign performance, you'll recommend new hooks, headlines, concepts, and creative approaches to explore. You won't be creating the ads yourself, but you'll play a key role in shaping what gets created and tested.

What you'll own

Strategy and account management

TikTok App Promotion campaign strategy and management across iOS and Android
Account structure, bid strategy, audience targeting, and ongoing optimization
TikTok web traffic and conversion campaigns

Creative direction

Creative strategy and briefing for TikTok performance, directing our Ad Creator and UGC team
Native, platform-first creative—Spark Ads, UGC, and testimonial-driven content built for the way people actually use TikTok
A constant testing engine: new hooks, formats, and concepts at the cadence the platform rewards

Measurement and attribution

Accountability for measurement and attribution within the TikTok ecosystem
A weekly Tuesday deep-dive written report
Active participation in our 60-minute Tuesday growth call

Our current setup

Here's where the infrastructure stands:

AppsFlyer SDK is integrated in the app, with event tracking confirmed working
AppsFlyer is what we use for measuring attribution from marketing as a whole
RevenueCat captures in-app purchase and subscription events
TikTok Ads Manager, Events API / pixel, and SKAdNetwork configuration to be stood up as part of onboarding

Who you are

5+ years of paid social experience with mobile app campaigns, with a significant focus on TikTok, ideally with subscription apps
Fluent in TikTok Ads Manager, Spark Ads, App Promotion campaigns, SKAdNetwork, MMP platforms (AppsFlyer), and creative testing at scale
A genuine creative instinct for what works on TikTok — you think in hooks and concepts, not just bid strategies
US-based; Central Time Zone preferred
AI-friendly: you see AI as a tool that multiplies good human judgment, not a replacement for it

Engagement details

Type: Fractional, 1099
Hours: 6–8 hr/wk
Location: Remote (US-based, Central Time Zone preferred)
Trial: 90-day trial period
Start: As soon as possible

About the Company

About Dwell

Dwell is an audio-first Bible app, launched in 2018 by twin brothers Joshua and Jonathan Bailey. Most Bible apps are built for reading or study; ours is designed for listening.

Today, Dwell has grown to more than 3 million installs, a 4.9-star rating in the iOS App Store, and an average rank in the mid-30s throughout 2026. We're available wherever people listen—from iOS and Android to CarPlay, Android Auto, and Yoto. We're a fully distributed team of 14 employees and more than 20 contractors.

Our team values

We care a lot about culture at Dwell. As a fractional partner, some of these values will apply directly to your work with us, and others are simply context for the team you'd be joining.

Joyful. We bring a spirit of joy to our work and to each other. We believe a delightful working environment isn't a luxury — it's part of doing good work over the long haul.

Attentive. Because we're remote, being digitally present to teammates matters. We respond, we follow up, we don't disappear. We treat each other's time and questions with care.

Focused. There's always more work than hours. We stay focused on the few things that actually move the business forward, and we don't let urgent crowd out important.

Adaptable. Growth brings constant change. We stay flexible, learn fast, and don't get precious about how things have always been done.

Proactive. We anticipate needs before they're asked of us. We bring ideas, not just outputs. We'd rather flag something early than apologize for it later.

Organized. We embrace tools, processes, and systems that keep our work clear and our team aligned. Good organization makes everything else easier.

Well-Written. We put extra effort into clear writing. Crisp written communication is how a remote team thinks together, and we expect it of ourselves and each other.

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