Sr Media Specialist

Vericast is the financial institution (FI) performance partner. We help banks and credit unions drive growth, improve efficiency, increase engagement and navigate change through the power of data, technology and people. Our advanced analytics, data-driven insights and integrated solution set enable better execution with agility, precision and scale. That’s why thousands of financial institutions look to Vericast and our 150 years of financial services expertise to help them achieve more. For more information, visit http://www.vericast.com or follow Vericast on LinkedIn.

The Media Specialist is responsible for the setup, execution, and in-flight optimization of sophisticated campaign matrices across multiple digital channels. This role involves leveraging our automated platform to localize, geo-target, and dynamically optimize cross-channel campaigns. 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. Success in this role requires leveraging a holistic view of performance, utilizing insights from website behavior data, offline conversion files, and other sources to go beyond standard media KPIs. You will not only build and manage campaigns but will also be responsible for analyzing results, identifying trends, and issuing the optimization directives required to meet and exceed client KPIs. The specialist will also ensure compliance with data privacy regulations and work closely with cross-functional teams to maximize campaign effectiveness.

KEY DUTIES/RESPONSIBILITIES

In-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".

EDUCATION

• Bachelor’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 & LICENSURES

While not required, the following certifications can strengthen a candidate’s qualifications:

• Digital Advertising & Campaign Management Certifications
  • Meta (Facebook) Blueprint Certifications (for expertise in Meta Business Manager)
  • Meta Certified Media Buying Professional
  • Meta Certified Digital Marketing Associate
  • Google Ads Certifications (for expertise in Google Ads Manager)
  • Google Ads Search Certification
  • Google Ads Display Certification
  • Google Marketing Platform Certification
• Marketing Automation & Geo-Targeting Certifications
  • Certified Digital Marketing Professional (CDMP) - Digital Marketing Institute (DMI)
  • Adobe Advertising Cloud Certification (for expertise in ad automation tools)

EXPERIENCE

• 3-5 years of experience in paid search, digital marketing, paid media, or advertising campaign management
• Proven, 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 KPIs
• Experience with tools/platforms related to localized and geo-targeted campaign execution is a benefit
• Background in digital marketing or advertising, with a focus on automated systems
• Print and TV advertising experience is an added benefit

KNOWLEDGE/SKILLS/ABILITIES

• Technical Expertise: Proficiency in using other campaign and trafficking tools and platforms. Understanding of dynamic ad generation and automation processes. Experience working with data-driven systems.
• Analytical Skills: Ability to analyze campaign performance metrics and implement optimization strategies. Strong problem-solving and critical thinking skills to address campaign inefficiencies.
• Detail Oriented: Ability to manage intricate details of a campaign ensuring accuracy and consistency across all segments.
• Soft Skills: Strong organizational and time-management skills to oversee multiple campaigns simultaneously. Effective communication skills with the ability to articulate technical insights and strategic recommendations to both technical and non-technical stakeholders. Ability to translate technical insights into actionable business recommendations. A proactive and results-oriented mindset with a strong sense of ownership for campaign performance and client success.

Base Salary: $110,000 - $130,000

The ultimate compensation offered for the position will depend upon several factors such as skill level, cost of living, experience, and responsibilities.

Vericast offers a generous total rewards benefits package that includes medical, dental and vision coverage, 401K with company match and generous PTO allowance. 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. As an Equal Opportunity employer, Vericast considers applicants for all positions without regard to race, color, creed, religion, national origin or ancestry, sex, sexual orientation, gender identity, age, disability, genetic information, veteran status, or any other classifications protected by law. Applicants who have disabilities may request that accommodations be made in order to complete the selection process by contacting our Talent Acquisition team at [email protected]. EEO is the law. To review your rights under Equal Employment Opportunity please visit: www.dol.gov/ofccp/regs/compliance/posters/pdf/eeopost.pdf.