Director of Paid Media

One Park Financial • Miami, FL

5d

About The Position

One Park Financial is seeking a Director of Paid Media to own and scale paid acquisition across digital and traditional channels. The role will develop and execute an omnichannel strategy that supports brand growth, reaches target audiences with relevant messaging, and converts engagement into profitable long-term customer relationships. The director will balance short-term performance with long-term brand building and be accountable for lead quality, cost per funded deal, and return on ad spend.

The position leads paid media strategy, budgets, channel execution, measurement, and a team of channel specialists. It spans search, social, video, display, programmatic, AI-powered discovery, direct response television and radio, out-of-home, print, direct mail, and community and sponsorship media. The director will build bilingual English- and Spanish-language go-to-market strategies for US Hispanic and Puerto Rico small business owners, while ensuring culturally relevant messaging and experiences.

The role partners with Sales, Underwriting, Marketing Analytics, Data Science, and Compliance to improve lead quality, measurement, and profitable outcomes. Success includes growing qualified leads and funded deals, improving blended ROAS and LTV-to-CAC, executing measurable omnichannel programs, increasing Hispanic and Spanish-language funded volume, and building a high-performing paid media team.

Requirements

• 10+ years of paid media and performance marketing experience, including at least 4 years leading teams and multi-channel budgets.
• Proven lead-generation track record in a fast-paced, results-driven environment; fintech, lending, financial services, insurance, or another high-consideration category is ideal.
• 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 demonstrated knowledge of AI- and LLM-driven discovery and advertising.
• Proven multicultural marketing experience 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 including CPL, CAC, ROAS, and LTV.
• Experience managing agencies, media vendors, and publisher partnerships, and negotiating media buys.
• Excellent communication skills and 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 across digital and traditional media 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 a team of channel specialists; 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 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, incorporate offline conversions and CRM signals, and optimize for 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 that capture high-intent demand and create demand among target audiences.
• Develop the company's AI-driven discovery strategy, including 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 television and radio, including national, local, and Spanish-language campaigns, 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 where they produce measurable business results.
• Integrate offline and online media so traditional channels amplify digital performance and vice versa.
• Build and lead bilingual English- and Spanish-language go-to-market strategies for US Hispanic and Puerto Rico small business owners.
• Ensure messaging, creative, and landing experiences are culturally relevant and authentic, reflecting differences across Hispanic communities and regional Spanish.
• Manage Spanish-language and multicultural media partner relationships across TV, radio, digital, and community outlets.
• Measure performance by language and segment and use insights 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 tracking governance.
• Deliver weekly and monthly performance reporting 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 have a direct impact on 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