Director of Paid Media

One Park Financial

. Build and own the annual and quarterly paid media strategy, budget, and channel mix across digital and traditional media, aligned to company revenue and growth targets.

Posted 10/28/2026full-timeMiami • Florida • United StatesLeadWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in developing and executing comprehensive paid media strategies across digital and traditional channels, with a strong focus on lead generation and performance metrics. Proficient in managing multi-million-dollar budgets and leading high-performing teams while ensuring culturally relevant messaging for diverse audiences.

Highest-signal resume keywords

Paid Media Strategy DevelopmentLead Generation ExpertiseMulticultural MarketingGoogle Ads CertificationMeta Certification

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Performance MarketingDirect Response MarketingOmnichannel MarketingAttribution AnalysisIncrementality TestingMedia Mix ModelingBilingual Marketing StrategiesCampaign OptimizationBudget ManagementLead Quality Definition

Soft Skills

Analytical SkillsCommunication SkillsTeam LeadershipNegotiation SkillsCoaching Skills

Tools & Technologies

Google AdsMeta AdsGA4SalesforceCDPsBI ToolsProgrammatic DSPsTikTok AcademyLookerTableau

Certifications & Qualifications

Meta Certified Media Buying ProfessionalGoogle Ads CertificationMicrosoft Advertising CertificationTikTok Academy CertificationThe Trade Desk Certification

Industry Keywords

FintechFinancial ServicesLead GenerationB2B2C MarketingUS Hispanic MarketingDirect Response TVOut-of-Home MediaCommunity MediaSpanish-Language MediaPuerto Rico Media Market

Tech Stack

Tools & technologies

Tableau

About the role

Key responsibilities & impact

Build and own the annual and quarterly paid media strategy, budget, and channel mix across digital and traditional media, aligned to company revenue and growth targets.
Develop an integrated full-funnel plan connecting awareness, consideration, and conversion with personalized messaging and touchpoints.
Lead, coach, and grow a high-performing team of channel specialists.
Manage agency, vendor, and publisher partners with clear goals and accountability.
Translate media performance into clear business outcomes for the CMO and executive team.
Drive qualified lead volume at target CPL, CPQL, and cost per funded deal.
Own day-to-day performance across Google Ads, Microsoft Ads, Meta, TikTok, YouTube, LinkedIn, programmatic DSPs, and emerging platforms.
Partner with Sales and Underwriting to define lead quality, use offline conversion imports and CRM signals, and optimize toward profitable outcomes.
Run testing across audiences, creative, offers, bidding, and landing experiences.
Plan and optimize video across CTV/OTT, YouTube, and social video, and display across programmatic, native, and direct publisher buys.
Develop AI-driven discovery strategy across LLM-powered answer engines, emerging AI ad formats, Performance Max, and Advantage+.
Use AI and automation to improve targeting, creative production, bidding, and reporting efficiency.
Plan, buy, and optimize direct response TV and radio, including national, local, and Spanish-language media.
Lead out-of-home strategy across billboards, transit, digital OOH, and place-based media.
Evaluate and activate print, direct mail, community, and sponsorship media.
Integrate offline and online media.
Build bilingual English/Spanish go-to-market strategies for US Hispanic and Puerto Rico small business owners.
Ensure culturally relevant and authentic messaging, creative, and landing experiences.
Manage Spanish-language and multicultural media partners.
Measure performance by language and segment.
Own a multi-million-dollar media budget with forecasting, pacing, and reporting.
Partner on attribution, media mix modeling, incrementality and geo-lift testing, and tracking governance.
Deliver weekly and monthly reporting on CPL, CAC, ROAS, funded volume, and LTV-to-CAC.
Work with Compliance to meet financial services advertising standards and platform policies.

Requirements

What you’ll need

10+ years of paid media and performance marketing experience, with at least 4 years leading teams and multi-channel budgets.
Proven track record in lead generation in a fast-paced, results-driven environment, ideally in fintech, lending, financial services, insurance, or another high-consideration category.
Active Meta certification (e.g., Meta Certified Media Buying Professional or Media Planning Professional) and Google Ads certifications (Search, Display, Video, and/or Measurement).
Seasoned expert in direct response marketing, with hands-on experience planning and measuring DRTV, radio, OOH, and other traditional media.
Deep omnichannel expertise across video, display, social, search, and programmatic, plus demonstrated knowledge of AI and LLM-driven discovery and advertising.
Proven experience in multicultural marketing focused on US Hispanics, including building and running bilingual (English/Spanish) go-to-market strategies.
Strong analytical skills, with fluency in attribution, incrementality, CRM-connected reporting, and unit economics (CPL, CAC, ROAS, LTV).
Experience managing agencies, media vendors, and publisher partnerships, and negotiating media buys.
Excellent communication skills, with the ability to present clearly to executive leadership.
Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent experience.
Bilingual in English and Spanish (written and spoken) preferred.
Experience marketing to small business owners or in B2B2C financial products such as revenue-based financing, MCA, or business lending preferred.
Experience with the Puerto Rico media market preferred.
Additional certifications such as Microsoft Advertising, TikTok Academy, The Trade Desk, or Google Analytics preferred.
Hands-on familiarity with GA4, Salesforce or similar CRMs, call tracking, CDPs (e.g., Tealium), and BI tools such as Looker or Tableau preferred.
Experience working with media mix models and geo-based incrementality testing preferred.
MBA or advanced degree in marketing or a related field preferred.

Benefits

Comp & perks

Competitive salary
Performance-based incentives
Comprehensive health, dental, and vision benefits
401(k) and paid time off
The opportunity to shape a fast-growing marketing organization and have a direct impact on company growth
Growth and development opportunities
Dynamic and collaborative work environment
Company events and team-building activities