Emily Nesbit
Senior Paid Social Specialist
Emily is a Senior Paid Media Specialist, with over a decade of experience in digital marketing, specialising in paid social media, paid media and Meta advertising. Having worked in-house, agency-side and as a freelancer, she has gained experience across a wide range of businesses, budgets and resources, giving her a versatile approach to paid media.
In her role at Evoluted, she focuses on developing strategic, full-funnel paid media strategies that support sustainable business growth for her clients – combining specialist platform expertise with a strong understanding of the wider marketing journey.
Key Skills and Areas of Expertise
Paid social media strategy
Meta advertising
Full-funnel paid media strategy
Platform automation and human strategy
Granular testing and product strategy
Paid social and wider marketing integration
Paid media strategy and optimisation
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What does Emily think about her role at Evoluted?
"I really love paid social, not just because of the results it can drive, but because of the wider impact it can have on the bigger picture. There’s a huge opportunity to make a real difference through paid social, but that impact isn’t always immediately visible because attribution can be messy.”
As a paid social expert, Emily brings together strategic thinking, platform knowledge and a test-and-learn approach to help businesses get more from their paid media activity. She balances platform automation with human strategy and exploring opportunities at a granular level; from new product strategies to overall campaign optimisation. She is particularly passionate about looking beyond the ads themselves, using paid social as a valuable feeder into the wider marketing ecosystem and focusing on the impact it has on overall business performance. She prides herself on communicating clearly with clients, helping them feel empowered by the strategy rather than simply ‘leaving it to the experts’.
Emily adds:
“I work across Google Ads as well as paid social, and that’s really highlighted to me just how much impact paid social can have, and why both channels should be a key part of any wider marketing strategy.
“I’ve worked in agencies since 2018, across a huge range of clients, with a particular focus on e-commerce and health. That’s given me the opportunity to work on some seriously exciting projects, including some where the work we’ve done has made a genuine difference.
“While my experience and passion lie in paid social, there’s nothing I enjoy more than getting under the bonnet of a business, understanding what makes it tick and working out where we can make the biggest difference.”
Outside of work you'll find Emily…
Outside of work, when she isn’t getting stuck into a good book, Emily can usually be found outdoors with her family and Lola the Labrador, who also moonlights as Evoluted’s mascot. She loves camping, music festivals and rock and metal gigs, but is equally happy sitting down for a good yap about absolutely anything – although Titanic is a particular favourite topic of conversation. A self-confessed chatterbox, Emily is never one to stay quiet, especially when she’s championing a cause she cares about!
Paid Media Expertise & Insights
Emily is also a recognised voice in the industry, regularly sharing her expertise through industry events, professional networks and wider industry discussions. As a paid social media expert, she regularly shares insights on Meta advertising, paid social strategy, full-funnel campaigns and paid media optimisation.
Industry Talks from Emily
Hero Conf UK 2026: “Your Meta Ads Funnels Called. They Need Attention”
In this talk, Emily shared her expert opinion on why full-funnel paid social still matters on Meta, and how an over-reliance on conversion campaigns and Advantage+ can drive up costs. She shared how marketers can balance automation with a strategic approach across the funnel to support more sustainable growth.
Sheffield DM #38: “Meta Ads Made Us Lazy” - In this talk, Emily explored how the increasing reliance on Meta’s automation is making marketers complacent, and the fundamental paid social principles that can be overlooked as a result.
