Director of Paid Media

One Park Financial • Miami, FL

5d

About The Position

One Park Financial (OPF) is a financial technology company that connects small businesses with flexible financing and funding options. The Director of Paid Media will own and scale the company’s paid acquisition engine across digital and traditional channels, building an omnichannel strategy that supports brand growth, reaches target audiences with personalized messaging, and converts engagement into profitable, long-term customer relationships. The role is accountable for lead quality, cost per funded deal, and return on ad spend while balancing near-term efficiency with long-term brand building.

The director will set media strategy, channel mix, and budget; lead channel specialists and external partners; and communicate performance and business outcomes to the CMO and executive team. The position spans search, social, video, display, programmatic, AI-driven discovery and advertising, direct response TV and radio, out-of-home, print, direct mail, and community and sponsorship media. It also leads bilingual English- and Spanish-language go-to-market strategies for US Hispanic and Puerto Rico small business owners, with culturally relevant messaging and measurement by language and segment.

The role owns a multi-million-dollar media budget and works with Sales, Underwriting, Marketing Analytics, Data Science, and Compliance. Success is measured by growth in qualified leads and funded deals at or below target cost, improved blended ROAS and LTV-to-CAC, measurable omnichannel programs, increased Hispanic and Spanish-language funded volume, and a fully staffed, high-performing paid media team.

Requirements

• 10+ years of paid media and performance marketing experience, including at least 4 years leading teams and multichannel budgets.
• Proven lead-generation track record in a fast-paced, results-driven environment; fintech, lending, financial services, insurance, or another high-consideration category is preferred.
• Active Meta certification, such as Meta Certified Media Buying Professional or Media Planning Professional, and Google Ads certifications in Search, Display, Video, and/or Measurement.
• Expertise 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 knowledge of AI- and LLM-driven discovery and advertising.
• Experience in multicultural marketing focused on US Hispanics, including building and running bilingual English- and Spanish-language go-to-market strategies.
• Strong analytical skills and fluency in attribution, incrementality, CRM-connected reporting, and unit economics such as CPL, CAC, ROAS, and LTV.
• Experience managing agencies, media vendors, and publisher partnerships, and negotiating media buys.
• Excellent communication skills, including the ability to present clearly to executive leadership.
• Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent experience.

Nice To Haves

• Bilingual in English and Spanish, written and spoken.
• Experience marketing to small business owners or with B2B2C financial products such as revenue-based financing, MCA, or business lending.
• Experience with the Puerto Rico media market.
• Additional certifications such as Microsoft Advertising, TikTok Academy, The Trade Desk, or Google Analytics.
• Hands-on familiarity with GA4, Salesforce or similar CRMs, call tracking, CDPs such as Tealium, and BI tools such as Looker or Tableau.
• Experience working with media mix models and geo-based incrementality testing.
• MBA or advanced degree in marketing or a related field.

Responsibilities

• Build and own annual and quarterly paid media strategy, budgets, and channel mix in alignment with revenue and growth targets.
• Develop an integrated full-funnel plan with personalized messaging and touchpoints by audience, segment, language, and customer journey stage.
• Lead, coach, and grow channel specialists and manage agency, vendor, and publisher partners with clear goals and accountability.
• Represent paid media in leadership discussions and translate performance into business outcomes for the CMO and executive team.
• Drive qualified lead volume at target cost per lead, cost per qualified lead, and cost per funded deal, with visibility from impression through funded revenue.
• Own performance across Google Ads, Microsoft Ads, Meta, TikTok, YouTube, LinkedIn, programmatic DSPs, and emerging platforms.
• Partner with Sales and Underwriting to define lead quality, connect offline conversion imports and CRM signals, and optimize toward profitable outcomes.
• Run a testing roadmap across audiences, creative, offers, bidding, and landing experiences, and scale successful approaches.
• Plan and optimize video across CTV/OTT, YouTube, and social video, and display across programmatic, native, and direct publisher buys.
• Build search and social programs to capture high-intent demand and create demand among target audiences.
• Develop the company’s approach to AI-driven discovery, LLM-powered answer engines, emerging AI ad formats, and AI-assisted campaign tools.
• Use AI and automation responsibly to improve targeting, creative production, bidding, and reporting efficiency.
• Plan, buy, and optimize direct response TV and radio, including national, local, and Spanish-language placements, with response tracking and lift analysis.
• Lead out-of-home strategy, including billboards, transit, digital OOH, and place-based media in priority markets.
• Evaluate and activate print, direct mail, community, and sponsorship media when they can drive measurable results.
• Integrate offline and online media so traditional channels amplify digital performance and vice versa.
• Build and lead bilingual go-to-market strategies for US Hispanic and Puerto Rico small business owners, including market prioritization, channel selection, and media partner strategy.
• Ensure messaging, creative, and landing experiences are culturally relevant and authentic, reflecting differences among Hispanic communities and regional Spanish.
• Manage Spanish-language and multicultural media partnerships across TV, radio, digital, and community outlets.
• Measure performance by language and segment and use results to refine targeting and creative.
• Own a multi-million-dollar media budget, including forecasting, pacing, and reporting.
• Partner with Marketing Analytics and Data Science on attribution, media mix modeling, incrementality and geo-lift testing, and UTM and tracking governance.
• Deliver weekly and monthly reports on CPL, CAC, ROAS, funded volume, and LTV-to-CAC, with recommendations for budget reallocation.
• Work with Compliance to ensure media and messaging meet financial services advertising standards and platform policies.

Benefits

• Competitive salary
• Performance-based incentives
• Comprehensive health, dental, and vision benefits
• 401(k)
• Paid time off
• Opportunity to shape a fast-growing marketing organization and directly affect company growth
• Growth and development opportunities
• Dynamic and collaborative work environment
• Company events and team-building activities

What This Job Offers

• Job Type: Full-time
• Career Level: Director