Media Specialist - Paid Search (Remote)

Company DescriptionVericast is the financial institution (FI) performance partner. The ideal candidate will have a strategic mindset, strong analytical skills, technical expertise, and a passion for performance-driven marketing.This position requires hands-on experience with ad management platforms (Meta Business Manager, Google Ads, programmatic DSPs) and a data-driven approach to campaign execution, optimization, and automation. The specialist will also ensure compliance with data privacy regulations and work closely with cross-functional teams to maximize campaign effectiveness.KEY DUTIES/RESPONSIBILITIESIn-Flight Campaign Management & Optimization (30%)Act as the primary owner of in-flight campaign performance, monitoring pacing, bid efficiency, and KPI attainment on a daily basis.Track key campaign metrics such as CTR, conversion rates, and ROI across different geo-segments.Analyze real-time performance data to identify high-performing locations, creatives, and audience segments to maximize ROI.Execute tactical, in-platform optimizations, including reallocating budget and adjusting bidding strategies (manual, AI-driven, or automated bidding), swapping creative, and audience refinement to improve campaign efficiency.Implement cost-per-acquisition (CPA) modeling to enhance budget forecasting and cost control.Campaign Configuration & Technical Execution (20%)Lead the hands-on-keyboard setup and launch of campaigns across multiple digital channels (Meta, Google Ads, Display, Programmatic, Video, and CTV).Configure all technical aspects of the campaign, including audience mapping, creative rotations, dynamic content rules, and tracking tags.Leverage dynamic assets (e.g., carousels, videos, banners) and brand-specific local entities (branches and local lender profiles) to ensure ads are localized, relevant and effective.Test and validate that each local entity is assigned the correct creative and messaging.A/B Testing & Continuous Improvement (15%)Establish rigorous test-and-learn frameworks to iteratively improve campaign performance.Conduct A/B and multivariate testing (MVT) on creative elements, offers, and messaging.Scale successful variations across larger audience segments and apply learnings across other client accounts and campaigns.Data Integration & Targeting Setup (10%)Manage 1st and 3rd party data integrations to enable accurate audience targeting.Ensure compliance with GDPR, CCPA, and other data privacy regulations while integrating external data sources.Implement custom audience segmentation and other audience modeling to refine targeting strategies.Leverage the granular segmentation capabilities of the system to automate and localize campaign content for specific locations.Campaign Execution & Deployment (10%)Use the automated platform to launch campaigns across multiple digital channels (Meta, Google Ads, Display, Programmatic, Video, and CTV).Monitor ad rendering and delivery in different locations to ensure consistency and accuracy.Cross-Functional Collaboration (5%)Serve as the subject matter expert on digital media buying, consulting with internal teams on advanced tactics and channel-specific best practices.Work with creative teams to ensure that assets are properly formatted and integrated.Align with agencies and brand stakeholders to ensure campaigns meet marketing objectives.Industry & Platform Trend Analysis (5%)Stay updated on emerging trends in geo-targeting, dynamic ads, and campaign automation.Implement new platform features from Meta, Google Ads, or other ad management tools.Stay updated on emerging trends in ad tech and campaign automation, implementing new tactics and strategies to keep our clients ahead of the curve.Reporting & Stakeholder Communication (5%)Track and analyze key campaign metrics, weaving performance data into a clear narrative that demonstrates value and provides actionable insights.Communicate campaign performance, key learnings, and strategic recommendations to internal stakeholders, including the Client Strategist and Account Manager.Collaborate with the analytics team to ensure reporting is accurate and aligned with the client's strategic "Success Plan".QualificationsEDUCATIONBachelor’s Degree (Preferred) in Marketing, Advertising, Digital Media, Data Analytics, Business Administration, Communications, Computer Science (with a focus on digital marketing and automation)Associate Degree or Equivalent Experience in digital marketing or campaign management may be acceptable if supplemented by relevant certifications.CERTIFICATIONS & LICENSURESWhile not required, the following certifications can strengthen a candidate’s qualifications:Digital Advertising & Campaign Management CertificationsMeta (Facebook) Blueprint Certifications (for expertise in Meta Business Manager)Meta Certified Media Buying ProfessionalMeta Certified Digital Marketing AssociateGoogle Ads Certifications (for expertise in Google Ads Manager)Google Ads Search CertificationGoogle Ads Display CertificationGoogle Marketing Platform CertificationMarketing Automation & Geo-Targeting CertificationsCertified Digital Marketing Professional (CDMP) - Digital Marketing Institute (DMI)Adobe Advertising Cloud Certification (for expertise in ad automation tools)EXPERIENCE3-5 years of experience in paid search, digital marketing, paid media, or advertising campaign managementProven, hands-on-keyboard experience managing paid search campaigns within Google Ads and at least one programmatic DSP (e.g., The Trade Desk, DV360)Digital marketing and paid search experience for or with a financial institution (bank or credit union) Demonstrable experience moving beyond execution to analyze campaign performance, generate strategic insights, and directly manage optimizations to meet KPIsExperience with tools/platforms related to localized and geo-targeted campaign execution is a benefitBackground in digital marketing or advertising, with a focus on automated systemsPrint and TV advertising experience is an added benefitKNOWLEDGE/SKILLS/ABILITIESTechnical Expertise: Proficiency in using other campaign and trafficking tools and platforms. Effective communication skills with the ability to articulate technical insights and strategic recommendations to both technical and non-technical stakeholders. A wide variety of additional benefits like life insurance, employee assistance and pet insurance are also available, not to mention smart and friendly coworkers!At Vericast, we don’t just accept differences - we celebrate them, we support them, and we thrive on them for the benefit of our employees, our clients, and our community.