Digital Marketing Specialist

Job Type

Full-time

Pay: $70,000/year
Workplace Location

• In-Office/On Site
  

About the Role

Financial Services of America is looking for an experienced Digital Marketing Specialist to take ownership of the day-to-day execution, measurement and optimization of our digital marketing efforts.

This is not a social media coordinator position.

We are looking for someone who understands how digital marketing actually works — paid media, conversion tracking, landing pages, pixels, Google Tag Manager, analytics, SEO, retargeting and lead funnels — and can use data to continually improve performance.

You'll work directly with FSA's Marketing Director and internal marketing team to help build and operate a growing digital lead-generation engine.

What You'll Own

Paid Digital Advertising

• Build, manage and optimize campaigns across Meta/Facebook, Instagram, Google Ads, YouTube and other digital platforms.
• Manage campaign budgets and monitor performance.
• Test audiences, creative, copy, offers and landing pages.
• Build and manage retargeting campaigns.
• Identify opportunities to improve lead quality and reduce acquisition costs.

Digital Lead Funnels

Manage digital acquisition for multiple FSA campaigns, including:

• Retirement planning lead-generation campaigns
• Interactive retirement assessment/quiz funnels
• Educational webinars
• In-person retirement workshops and seminars
• Website lead generation
• Retargeting and prospect re-engagement campaigns
• New digital campaigns and offers as they are developed

You'll help manage the complete path from:

Ad → Landing Page → Lead → Qualified Lead → Appointment → Client

Analytics & Conversion Tracking

• Manage and troubleshoot Meta Pixel and conversion events.
• Work with Meta Conversions API (CAPI).
• Manage Google Analytics 4 (GA4).
• Manage Google Tag Manager (GTM).
• Configure and monitor Google Ads conversion tracking.
• Maintain UTM and campaign tracking standards.
• Analyze website and landing-page behavior.
• Help connect advertising data with lead, appointment and client outcomes.
• Identify tracking problems and recommend solutions.

SEO & Website Performance

• Monitor Google Search Console.
• Perform keyword research.
• Identify organic search opportunities.
• Assist with on-page and technical SEO.
• Analyze website traffic and user behavior.
• Recommend improvements to landing pages and conversion paths.
• Work with internal resources and developers when technical changes are required.

Testing & Optimization

Digital marketing at FSA is built around testing.

You'll continually evaluate:

• Audiences
• Creative
• Headlines
• Ad copy
• Landing pages
• Calls to action
• Offers
• Keywords
• Conversion paths
• Lead quality

We don't just want to know how many leads we generated.

We want to understand which marketing ultimately generates qualified prospects, appointments and new clients.

What We're Looking For

We want someone who already understands digital marketing fundamentals and is ready to take ownership.

Preferred experience includes:

• 3+ years of hands-on digital/performance marketing experience
• Meta Ads Manager
• Google Ads
• Google Analytics 4
• Google Tag Manager
• Meta Pixel and conversion tracking
• Retargeting and audience development
• Landing pages and conversion optimization
• A/B testing
• Google Search Console
• SEO fundamentals
• Campaign analytics and reporting
• Excel/Google Sheets and working with marketing data

Experience with CRM systems, marketing automation, Zapier, APIs, WordPress, financial services marketing or similar tools is a plus, but not required.

The Person We're Looking For

You're probably a good fit if you naturally look at marketing results and ask why.

Why did one campaign generate better leads?

Why did Google generate fewer leads but more appointments?

Why did one landing page convert at twice the rate of another?

Why are we paying $80 for one lead and $140 for another?

What happens to those leads after they enter the CRM?

And most importantly:

What should we change next?

We're looking for someone who is analytical, curious, organized and comfortable taking ownership — someone who doesn't simply report numbers, but helps determine what those numbers mean.

How Success Will Be Measured

Your primary performance metrics will include:

Advertising Spend → Leads → Qualified Leads → Appointments → Shows → Clients

Additional metrics will include:

• Cost per lead
• Cost per qualified lead
• Cost per appointment
• Lead-to-appointment conversion
• Landing-page conversion rate
• Campaign performance
• Lead quality
• Website/organic search performance
• Tracking accuracy

Clicks and impressions matter — but business results matter more.

About Financial Services of America

Founded in 1984, Financial Services of America is a Michigan-based financial services organization helping individuals and families plan for retirement and their financial future. Our team provides financial planning, investment advisory, insurance, tax planning, Medicare and other retirement-focused services through multiple Michigan locations. Our marketing team supports a growing organization through digital advertising, educational events, webinars, broadcast media, email marketing, community engagement and other lead-generation initiatives.

Financial Services of America
Plan for Tomorrow, Today.
Compensation & Benefits

• Health Benefits
• 401k
• Paid Time Off
• Paid Holidays
• Paid Licensing

Work Location

• In-Person at our Troy, MI headquarters.