Senior Digital Marketer (strategy + Implementation)

Our client is a US-based mortgage lender operating across multiple states with a comprehensive in-house team that manages borrowers from initial consultation through loan origination, processing, underwriting, and closing. This role is a single-owner paid media position, responsible for all upstream marketing activities including ads, tracking, landing pages, and lead generation. There is no media agency or marketing layer above you—you will report directly to the Founder/CEO. Success in this role is measured by cost per qualified lead, focusing on leads that convert into consultations and funded loans rather than just impressions or raw form submissions. The mortgage advertising landscape is competitive and costly, requiring a skilled paid media manager who can differentiate quality leads early and build tracking systems to validate performance. This position demands a high level of trust and accountability, managing significant budgets within strict regulatory guidelines, and communicating transparently with leadership.

Key Responsibilities

Paid Media Strategy & Execution — Google & Meta
- Own and execute the full Google Ads strategy across Search, Display, Local Service Ads, and Performance Max, targeting high-intent mortgage borrowers including purchase, refinance, and home equity candidates.
- Manage Meta Ads campaigns on Facebook and Instagram, including prospecting, retargeting funnels, and creative testing.
- Build, launch, and continuously optimize campaigns from scratch rather than managing existing ones.
- Write concise, compelling ad copy and provide creative direction tailored to borrower awareness stages.
- Efficiently manage campaign budgets to maximize cost per qualified lead.

Lead Generation & Pipeline Quality
- Drive consistent, high-quality inbound mortgage leads to support the loan officer pipeline.
- Define, track, and optimize lead quality metrics focused on conversions to consultations and funded loans.
- Develop and optimize landing pages and conversion funnels for maximum lead capture.
- Collaborate with sales and loan officers to incorporate lead quality feedback into targeting and creative strategies.
- Utilize borrower intent signals to refine audience targeting and messaging.

Marketing Strategy
- Develop an integrated digital marketing strategy combining paid search, paid social, and other channels into a cohesive lead generation system.
- Identify new channels, audiences, and tactics to diversify traffic sources.
- Stay updated on mortgage marketing trends, competitor activity, regulatory requirements, and platform algorithm changes.
- Provide data-driven budget and growth recommendations to leadership.

Analytics & Reporting
- Set up and maintain accurate conversion tracking using GA4, Google Tag Manager, Meta Pixel, Conversions API, and CRM integration.
- Deliver clear, actionable performance reports covering spend, impressions, clicks, leads, CPL, and lead-to-close rates.
- Analyze data to identify successes and areas for improvement, proactively acting on insights.
- Keep leadership consistently informed on campaign performance.

Creative & Messaging
- Develop compliant ad creative, copy, and landing page content that resonates with mortgage borrowers.
- Conduct structured A/B and multivariate testing on headlines, visuals, offers, and CTAs.
- Ensure all messaging complies with platform policies and mortgage advertising regulations such as RESPA and TILA.

Required Qualifications
- Minimum 5 years of hands-on paid media experience with a strong focus on Google Ads and Meta Ads.
- Proven success generating mortgage, financial services, or high-ticket consumer leads at scale; mortgage experience preferred.
- Expert-level proficiency in Google Ads (Search, Local Service Ads, Performance Max, smart bidding).
- Expert-level proficiency in Meta Ads, including campaign structure, audience building, retargeting, creative testing, and iOS 14+ tracking solutions.
- Strong analytical skills with data-driven decision-making.
- Experience setting up conversion tracking (GTM, GA4, Meta Pixel/CAPI) and CRM attribution.
- Ability to manage significant monthly ad budgets with direct accountability for CPL and ROI.
- Self-directed remote worker capable of CEO-facing reporting in professional written English.

Preferred Qualifications and Benefits
- Direct mortgage marketing experience, including borrower psychology, rate sensitivity, and compliance knowledge (RESPA, TILA, NMLS, Fair Lending).
- Experience with landing page builders such as Unbounce, Leadpages, or ClickFunnels.
- Familiarity with CRM platforms like HubSpot, Salesforce, or mortgage-specific CRMs (Velocify, Total Expert).
- Experience running geo-targeted campaigns for multi-market lending or financial services companies.
- Google Ads and Meta Blueprint certifications.

Benefits
- Competitive hourly rate up to $12/hour.
- 100% remote work.
- Full-time position with long-term growth potential.

Candidates should be prepared to demonstrate their ability to generate real mortgage or financial services leads at a sustainable CPL, proactively optimize campaigns, and maintain clear, compliant reporting. The role requires flexibility for interviews scheduled in US Mountain Standard Time.