Senior Digital Marketer (strategy + Implementation)
About the Company
Our client is a US-based mortgage company operating across multiple states, with a full-service team handling everything from initial borrower consultation through loan origination, processing, underwriting, and closing. As they scale, they are hiring a Senior Digital Marketing Manager to own paid media and lead generation from strategy through execution.
You will report directly to the Founder/CEO and be the single accountable owner of Google and Meta performance — high-budget campaigns, tightly tracked, ruthlessly optimized against cost per qualified lead. This is a senior, execution-heavy seat. You build strategy from scratch, launch campaigns from zero, and drive CPL down through disciplined experimentation.
If you have generated real mortgage leads — or leads for a comparable high-ticket financial product such as refinancing, home equity, or personal lending — at real CPLs on real budgets, and you can talk through your numbers without a deck to hide behind, we want to see your application.
Key Responsibilities
Paid Media Strategy & Execution — Google & Meta
This is the core of the role.
- Own the full Google Ads strategy and execution across search, display, Local Service Ads, and Performance Max, focused on high-intent mortgage leads — purchase, refinance, and home equity borrowers
- Own the full Meta Ads strategy and execution across Facebook and Instagram, including prospecting campaigns, retargeting funnels, and structured creative testing
- Build, launch, and continuously optimize campaigns from the ground up — not simply manage what already exists
- Write brief, compelling ad copy and creative direction tailored to the mortgage borrower at each stage of awareness
- Manage campaign budgets efficiently, allocating spend across channels to maximize cost per qualified lead
Lead Generation & Pipeline Quality
- Drive consistent, high-quality inbound mortgage leads to fuel the loan officer pipeline
- Define, track, and optimize against lead quality metrics — leads that convert to consultations and funded loans, not just raw form-fills
- Build and optimize landing pages and conversion funnels to maximize lead capture from paid traffic
- Coordinate with the sales and loan officer team to bring lead quality feedback back into targeting, audience, and creative strategy
- Understand mortgage borrower intent signals and use them to sharpen audience targeting and messaging
Marketing Strategy
- Develop an integrated digital marketing strategy connecting paid search, paid social, and supporting channels into a single cohesive lead generation engine
- Identify new channels, audiences, and tactics to reduce dependence on any one traffic source
- Stay current on mortgage industry marketing trends, competitor activity, regulatory advertising requirements, and platform algorithm changes
- Bring data-driven recommendations to leadership on budget, channel mix, and growth opportunities
Analytics & Reporting
- Set up and maintain accurate conversion tracking using GA4, Google Tag Manager, Meta Pixel and Conversions API, and CRM integration
- Deliver clear, actionable performance reports covering spend, impressions, clicks, leads, CPL, and lead-to-close rates
- Use data to identify what is working, what is not, and what to do next — and act on it without being asked
- Proactively keep leadership informed on campaign performance on a consistent rhythm
Creative & Messaging
- Develop ad creative, copy, and landing page content that speaks credibly and compellingly to the mortgage borrower audience — purchase buyers, refinance candidates, and home equity seekers
- Run structured A/B and multivariate tests on headlines, visuals, offers, and CTAs
- Ensure all messaging is fully compliant with platform policies, RESPA, TILA, and applicable mortgage advertising regulations — compliance is non-negotiable in this industry
Requirements
- 5 or more years of hands-on paid media experience with a st