Digital Marketing Ad Specialist

Department:    Marketing                Reports To: Digital Marketing Manager

Employment Status: Full-Time            Classification: Exempt

Position Summary:

Implements marketing campaigns, events, and website features that generate leads and increase sales. Provide prompt, accurate, and courteous service to all external and internal members (co-workers) at all times. This position collaborates with cross-functional stakeholders from product, IT, finance, communication, and marketing operation teams to launch and optimize integrated digital campaigns, drive attribution efforts, and attain monthly, quarterly, and annual program KPIs. The best results are achieved through collaboration and by seeking creative, unique perspectives.

Responsibilities:

•    Own the end-to-end strategy, execution, and optimization of paid campaigns across Google Ads, Bing, LinkedIn, Meta, and programmatic platforms.

•    Manage match types and negative lists and build audience segments to identify high-intent opportunities.

•    Manage budget to achieve goals.

•    Place, develop, optimize, and track all digital paid placements to drive results.

•    Track our brand success metrics, ensuring we meet goals and continuous improvement with monthly reporting.

•    Responding to public comments to maintain brand standards.

•    Develop and implement email marketing campaigns and lead-nurturing workflows.

•    Assist with optimizing the website for optimal SERP and AEO results. Success is measured through traffic, backlinks, engagement, sales, and member retention KPIs.

•    Write and test copy, collaborate with designers on display, video, and social creative assets.

•    Manage bidding strategies, quality scores, and pacing to meet goals.

•    Update content (including geo & retargeting, application ads, and keywords) across channels, including mobile apps, home banking, and electronic wallets.

•    Maintain and improve conversion tracking and attributions through GA4, Google Tag Manager, and HubSpot CRM integrations.

•    Build reporting dashboards for executives and stakeholders, translate data into actionable recommendations.

•    Partner with content, operations, and digital team members to align paid messaging with corporate marketing and public relations initiatives to improve lead quality.

•    Proactively validate work to ensure the quality required to support the brand and maintain trust and credibility.

•    Perform research and A/B testing for performance, expansion, and optimization.

•    Create and maintain documentation.

•    Assist in researching and implementing new technologies and technology improvements.

•    Comply with all advertising, ADA, BSA, and regulatory requirements.

•    Assist with marketing events, digital and onsite.

•    Other duties as assigned.