Digital Marketing Strategist (Paid Media)

At Potomac, we’re not for everyone—and that’s by design. We attract people who think critically, communicate clearly, and execute with urgency. People who care deeply about their work and don’t need handholding to make things happen.  

We’re a boutique tactical asset manager with a differentiated product that serves the independent broker-dealer and RIA channel  

Headquartered in Bethesda, MD, we combine institutional-grade investment expertise with a quantitative process that is Built to Conquer Risk®.  

As we continue our aggressive growth trajectory, we are looking for a Digital Marketing Strategist (Paid Media) who can help accelerate brand awareness, lead generation, and advisor engagement through highly targeted, data-driven digital advertising campaigns.

This position is based in our headquarters in Bethesda, Maryland and is an in-office role.

The Digital Marketing Strategist (Paid Media) is a performance-driven digital marketing professional responsible for developing, executing, and optimizing pay-per-click (PPC) and paid media campaigns across LinkedIn, Meta, Google Ads, and other digital advertising platforms. This role combines strategic thinking with hands-on campaign management to drive measurable business outcomes through audience targeting, conversion optimization, and data-driven decision-making.

Working closely with marketing, sales, and leadership teams, this individual will build and manage full-funnel digital advertising campaigns that generate awareness, nurture prospects, and drive qualified leads for Potomac's growing business. The ideal candidate has strong experience in PPC advertising, paid media strategy, retargeting, campaign analytics, and performance marketing.

Paid Media, PPC, and Campaign Execution

• Develop, launch, and manage advertising campaigns across Google Ads, LinkedIn, Meta, and other relevant digital channels.
• Build and execute full-funnel marketing campaigns designed to drive awareness, engagement, lead generation, and conversion.
• Conduct keyword research, audience targeting, and bidding strategy optimization to maximize PPC campaign performance.
• Create audience targeting strategies based on demographic, behavioral, and intent-based data.
• Manage campaign budgets and optimize spending to maximize ROI, lead quality, and campaign efficiency.
• Monitor paid search, paid social, and display advertising initiatives to ensure alignment with business objectives.

Retargeting & Audience Development

• Design and implement sophisticated retargeting campaigns across multiple channels.
• Build audience segmentation strategies that improve engagement and conversion rates.
• Create multi-touch nurturing campaigns that move prospects through the buyer journey.
• Continuously refine audience pools to improve campaign effectiveness and reduce acquisition costs.

Performance Analytics & Optimization

• Monitor PPC and paid media campaign performance and identify opportunities for optimization.
• Analyze key metrics including CTR, CPC, CPA, ROAS, conversion rates, quality scores, impression share, and pipeline contribution.
• Conduct A/B testing on creative, messaging, landing pages, keyword groups, and audience segments.
• Optimize bidding strategies, ad copy, landing page experiences, and conversion paths to improve campaign outcomes.
• Leverage attribution models, Google Analytics, platform reporting tools, and marketing dashboards to measure campaign effectiveness and inform future strategy.

Cross-Functional Collaboration

• Partner with content, creative, and sales teams to align messaging and campaign objectives.
• Collaborate on landing page optimization, lead generation initiatives, and conversion rate improvement efforts.
• Provide regular reporting and actionable insights to leadership on PPC, paid media, and overall marketing performance.
• Stay current on Google Ads, LinkedIn Ads, Meta Ads, PPC best practices, platform updates, industry trends, and emerging digital advertising opportunities.

Required

• 1-3 years of experience managing paid digital advertising campaigns.
• Hands-on experience with LinkedIn Campaign Manager, Google Ads, Google Analytics 4, and Meta Ads Manager.
• Demonstrated success building and optimizing lead generation and conversion-focused campaigns.
• Strong understanding of audience targeting, retargeting, attribution, and conversion tracking.
• Experience managing advertising budgets and measuring return on investment.
• Analytical mindset with the ability to interpret data and make informed optimization decisions.
• Excellent communication and project management skills.
• Bachelor's degree in Marketing, Communications, Business, or a related field.

Preferred

• Experience in financial services, asset management, fintech, or B2B marketing.
• Familiarity with HubSpot, Google Tag Manager, and CRM integrations.
• Experience with marketing automation platforms and lead nurturing workflows.
• Knowledge of SEO and broader digital marketing strategies.
• Certifications in Google Ads, LinkedIn Marketing Solutions, or Meta Blueprint.

Potomac is not your typical asset manager. We cut through the industry BS with brutal transparency and an obsession with execution. If you’re looking for a slow pace and low volume, this isn’t for you. 

If you want to drive, build, and scale, this is your shot. 

Salary range: $60,000-$80,000

• Medical insurance
• Vision insurance
• Dental insurance
• Health savings account option
• 401(k) & other retirement benefits
• Paid maternity leave
• Paid paternity leave
• Commuter benefits
• Disability insurance
• Paid time off