Digital Marketing Specialist

Financial Services of America•Troy, MI

18d•Onsite

About The Position

Financial Services of America is looking for an experienced Digital Marketing Specialist to take ownership of the day-to-day execution, measurement and optimization of our digital marketing efforts. This role requires a deep understanding of how digital marketing works, including paid media, conversion tracking, landing pages, pixels, Google Tag Manager, analytics, SEO, retargeting, and lead funnels. The specialist will use data to continually improve performance and will work directly with the Marketing Director and internal marketing team to build and operate a growing digital lead-generation engine.

Requirements

3+ years of hands-on digital/performance marketing experience
Meta Ads Manager
Google Ads
Google Analytics 4
Google Tag Manager
Meta Pixel and conversion tracking
Retargeting and audience development
Landing pages and conversion optimization
A/B testing
Google Search Console
SEO fundamentals
Campaign analytics and reporting
Excel/Google Sheets and working with marketing data
Analytical, curious, organized, and comfortable taking ownership.

Nice To Haves

Experience with CRM systems
Marketing automation
Zapier
APIs
WordPress
Financial services marketing or similar tools

Responsibilities

Build, manage and optimize digital advertising campaigns across platforms like Meta/Facebook, Instagram, Google Ads, and YouTube.
Manage campaign budgets and monitor performance, testing audiences, creative, copy, offers, and landing pages.
Build and manage retargeting campaigns.
Identify opportunities to improve lead quality and reduce acquisition costs.
Manage digital acquisition for various FSA campaigns, including retirement planning, interactive assessments, educational webinars, in-person workshops, website lead generation, and re-engagement campaigns.
Manage the complete path from Ad → Landing Page → Lead → Qualified Lead → Appointment → Client.
Manage and troubleshoot Meta Pixel and conversion events, and work with Meta Conversions API (CAPI).
Manage Google Analytics 4 (GA4) and Google Tag Manager (GTM).
Configure and monitor Google Ads conversion tracking.
Maintain UTM and campaign tracking standards.
Analyze website and landing-page behavior, and help connect advertising data with lead, appointment, and client outcomes.
Identify tracking problems and recommend solutions.
Monitor Google Search Console and perform keyword research.
Identify organic search opportunities and assist with on-page and technical SEO.
Analyze website traffic and user behavior, and recommend improvements to landing pages and conversion paths.
Work with internal resources and developers for technical changes.
Continuously evaluate audiences, creative, headlines, ad copy, landing pages, calls to action, offers, keywords, conversion paths, and lead quality.
Focus on understanding which marketing efforts generate qualified prospects, appointments, and new clients, not just the number of leads.