Paid Media Specialist

CAPITAL CENTER LLC•Glen Allen, VA

3h•$50,000 - $75,000

About The Position

This role sits at the intersection of marketing, analytics, and lead generation. The Paid Media Specialist is responsible for planning, executing, optimizing, and reporting on paid marketing campaigns that drive qualified mortgage and realty applications. As a member of the Marketing Team, this role will own the activation and performance of paid acquisition channels including search, paid social, connected TV (CTV), radio, and out-of-home advertising. The Paid Media Specialist will work closely with the Marketing, Mortgage, Realty, and Client Services teams to ensure campaigns are generating measurable business results and supporting company growth objectives. The ideal candidate is analytical, results-driven, and passionate about customer acquisition. Success in this role will be measured by the ability to generate qualified applications efficiently while continuously improving campaign performance through testing, optimization, and data-driven decision making.

Requirements

1-3 years of experience in paid media platforms (Google Ads, Microsoft Ads, Meta Ads, CTV, Spotify, etc.)
Proven ability to manage budget projections, pacing, and allocation shifts
Demonstrated ownership of channel reporting and KPI tracking across all paid channels
Experience with marketing attribution and conversion tracking
Ability to make data-driven decisions and communicate insights effectively
Strong organizational and project management skills

Nice To Haves

Experience in mortgage, realty, or insurance verticals
Experience with creative development
Knowledge of marketing automation and CRM platforms

Responsibilities

Develop multi-channel paid media strategies that support application growth and business objectives.
Refine audience settings, channel composition, and campaign priorities across SEM, Paid Social, CTV, Radio, and Out-of-Home advertising.
Partner with internal stakeholders to align campaign objectives, messaging, and customer acquisition goals.
Research market trends, competitive activity, and emerging media opportunities to inform future marketing investments.
Own paid media budget planning, allocation, and pacing to maximize return on marketing investment.
Establish performance targets and monitor key metrics including Qualified Applications, CPA, ROAS, Conversion Rate, and Revenue Attribution.
Analyze channel and campaign performance to identify trends, risks, and growth opportunities.
Deliver actionable reporting and recommendations that support strategic decision-making and future investment planning.
Execute and manage paid media campaigns across all assigned advertising channels.
Coordinate with creative, content, and vendor partners to launch campaigns on time and according to plan.
Conduct ongoing testing of location targeting, creative messaging, campaign settings, and landing pages to improve results.
Implement optimization strategies that increase lead quality, drive scale, and drive improved marketing efficiency.