Executive Director, Digital

Vericast•San Antonio, TX

About The Position

The Executive Director of Digital is a senior strategic leadership role responsible for defining Vericast's cross-channel digital strategy and leading the productization of standalone digital channel offerings (programmatic, paid search, paid social, emerging formats) as the organization evolves into a full-service performance marketing agency for banks and credit unions. This role owns the strategic vision for how digital channels are architected, positioned, and brought to market — focused on strategy, product definition, and go-to-market readiness rather than campaign execution or ongoing client account management. Reporting to the VP, Product FS, this position serves as the organization's senior authority on digital agency strategy and operations. The Executive Director ensures that new digital channel capabilities are strategically sound, competitively differentiated, and market-ready — providing the strategic depth, product expertise, and client-facing narratives that the go-to-market and sales enablement teams need to position Vericast's digital offerings with credibility. The ideal candidate brings deep experience operating at scale inside a major financial institution or agency serving financial services, has led cross-channel media strategy across significant budgets, and has the organizational fluency to guide a team through standing up new capabilities in a regulated industry. This is a critical leadership hire supporting our strategic transformation. The Executive Director will shape how digital channel products are designed, how the agency function operates at the strategic layer, and how Vericast establishes credibility as a digital media partner for financial institutions.

Requirements

Bachelor's Degree in Marketing, Advertising, Business, Communications, or related field (Required)
12+ years of progressive experience in digital media strategy, media planning, or agency operations with advancement into senior leadership (Required)
5+ years working with or within financial services organizations (banks, credit unions, fintech, insurance, wealth management), with demonstrated understanding of compliance requirements and marketing objectives in regulated industries (Required)
Proven experience leading cross-channel digital media strategy spanning programmatic, paid search, paid social, and/or emerging channels — not just single-channel depth (Required)
Experience overseeing $50M+ in total media budgets across multiple channels and/or clients (Required)
Track record of building or transforming agency/media operations — including process design, team structure, capability buildout, or organizational transformation (Required)
Background in strategic engagement with senior marketing executives — articulating media strategy and positioning agency value at the executive level (Required)
Proven ability to build and develop teams including defining roles, justifying headcounts, and structuring functions from scratch (Required)
Strategic & Cross-Channel Expertise: Expert understanding of how programmatic, paid search, paid social, and emerging channels integrate into cohesive cross-channel strategies; Deep knowledge of media planning methodologies, budget allocation frameworks, and portfolio-level optimization; Strong command of audience strategy — identity resolution, first-party data activation, lookalike modeling, retargeting, contextual targeting; Expertise in measurement strategy — selecting and designing the right measurement approaches (attribution, incrementality, offline conversion, reporting frameworks) based on program and channel objectives; Ability to evaluate platform strategy decisions from a position of real-world operating experience
Agency Operations: Practitioner-level understanding of how media agencies are structured, staffed, and operated at scale; Ability to build organizational infrastructure: SOPs, governance frameworks, escalation protocols, and cross-functional coordination; Strong change management instincts — able to guide teams through ambiguity, restructuring, and new capability buildout
Financial Services Acumen: Deep understanding of FI marketing objectives (deposit acquisition, loan origination, credit card activation, branch traffic, digital banking adoption); Working knowledge of financial services compliance: UDAAP, Fair Lending, TCPA, TILA, GLBA, FCRA, CFPB guidance; Understanding of FI customer journeys and the challenge of connecting digital media to offline business outcomes
Communication & Executive Presence: Exceptional ability to translate complex media strategy into clear narratives for both technical and non-technical audiences; Strong presentation skills for leadership briefings and strategic product discussions; Ability to influence without authority and build consensus across senior leadership and cross-functional teams

Nice To Haves

Master's Degree or MBA (Preferred)
Experience with in-house media model design or agency insourcing at a financial institution or comparable regulated enterprise (Strongly Preferred)
Demonstrated success leading organizational change management in environments undergoing strategic transformation (Strongly Preferred)

Responsibilities

Cross-Channel Digital Strategy & Product Leadership: Define and own the integrated cross-channel digital strategy — how programmatic, paid search, paid social, and emerging digital channels are architected to deliver measurable outcomes for FI clients; Lead the strategic configuration and productization of standalone digital channel offerings, ensuring each channel product is well-defined, competitively positioned, and ready for market; Provide the sales enablement team with strategic product detail, positioning frameworks, and client-facing narratives they need to effectively represent digital channel offerings to prospects and clients; Establish media planning standards, methodologies, and quality frameworks that ensure strategic rigor and consistency across the digital portfolio; Guide platform strategy decisions across channels — evaluating deployment approaches, audience strategy, measurement architecture, and technology partnerships from a position of operating experience; Define measurement and attribution strategies that align to program, channel, and campaign objectives — ensuring the right KPIs, reporting frameworks, and success criteria are in place to demonstrate business impact; Partner with peer channel directors (Programmatic, Paid Search, Paid Social) to ensure strategic coherence across channels (40%)
Agency Operations & Strategic Infrastructure: Serve as the organization's senior practitioner on agency operations — bringing real-world knowledge of how full-service media agencies are structured, operated, and scaled; Define the strategic operating model for the digital agency function, including workflow design, escalation frameworks, and cross-functional coordination protocols; Lead organizational change management as the team navigates new channel launches, vendor partnerships, and evolving campaign complexity; Validate and pressure-test organizational assumptions — staffing ratios, margin models, workload distribution — against real-world agency benchmarks; Build and develop the media strategy function — identifying when headcounts are needed, how to structure roles, and how to sequence capability buildout (20%)
Go-to-Market & Product Positioning Support: Provide the sales enablement team with strategic media narratives, product positioning detail, and digital channel expertise they need to build compelling materials and collateral; Serve as a strategic resource available to support senior client conversations where deep digital media expertise adds value (e.g., bank CMO presentations, strategic planning sessions); Contribute to new business development by providing strategic media authority in pitches, proposals, and RFP responses as needed; Support channel-direct transition planning by developing the strategic frameworks and rationale that inform how new offerings are introduced to FI marketing teams (20%)
Strategic Planning & Market Intelligence: Serve as internal subject matter expert on agency best practices, digital media trends, and cross-channel innovation in financial services marketing; Monitor the competitive landscape and identify opportunities in cross-channel digital media for mid-market banks and credit unions ($2B–$50B assets); Evaluate emerging channels, ad formats, and technology partnerships for integration into Vericast's digital offering; Stay current on privacy regulations, measurement innovations (identity resolution, clean rooms, attribution modeling), and platform changes that impact digital strategy; Partner with Data Engineering and Analytics teams to integrate proprietary consumer financial data and identity resolution assets into cross-channel targeting and measurement strategies (15%)
Compliance & Governance: Ensure digital channel product designs and strategy frameworks comply with financial services regulations including UDAAP, Fair Lending, TCPA, CAN-SPAM, Reg Z, GLBA, FCRA, and CFPB guidelines; Partner with Compliance and Legal to embed regulatory requirements into channel product design and media planning standards; Develop compliance-forward strategy frameworks that proactively address regulatory constraints (5%)

Benefits

Vericast offers a generous total rewards benefits package that includes medical, dental and vision coverage, 401K with company match and generous PTO allowance.
A wide variety of additional benefits like life insurance, employee assistance and pet insurance are also available, not to mention smart and friendly coworkers!

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