Digital Marketing Strategist (Paid Media)

Potomac is a boutique tactical asset manager serving the independent broker-dealer and RIA channel. The Digital Marketing Strategist (Paid Media) develops, executes, and optimizes data-driven digital advertising campaigns to grow brand awareness, generate qualified leads, and engage advisors. The role manages full-funnel campaigns and uses analytics and cross-functional collaboration to improve performance.

What you'll do:

• Develop, launch, and manage advertising campaigns across Google Ads, LinkedIn, Meta, and other relevant digital channels
• Build and execute full-funnel marketing campaigns designed to drive awareness, engagement, lead generation, and conversion
• Conduct keyword research, audience targeting, and bidding strategy optimization to maximize PPC campaign performance
• Create audience targeting strategies based on demographic, behavioral, and intent-based data
• Manage campaign budgets and optimize spending to maximize ROI, lead quality, and campaign efficiency
• Monitor paid search, paid social, and display advertising initiatives to ensure alignment with business objectives
• Design and implement sophisticated retargeting campaigns across multiple channels
• Build audience segmentation strategies that improve engagement and conversion rates
• Create multi-touch nurturing campaigns that move prospects through the buyer journey
• Continuously refine audience pools to improve campaign effectiveness and reduce acquisition costs
• Monitor PPC and paid media campaign performance and identify opportunities for optimization
• Analyze key metrics including CTR, CPC, CPA, ROAS, conversion rates, quality scores, impression share, and pipeline contribution

What they're looking for:

• 1-3 years of experience managing paid digital advertising campaigns
• Hands-on experience with LinkedIn Campaign Manager, Google Ads, Google Analytics 4, and Meta Ads Manager
• Demonstrated success building and optimizing lead generation and conversion-focused campaigns
• Strong understanding of audience targeting, retargeting, attribution, and conversion tracking
• Experience managing advertising budgets and measuring return on investment
• Analytical mindset with the ability to interpret data and make informed optimization decisions
• Excellent communication and project management skills
• Bachelor's degree in Marketing, Communications, Business, or a related field
• Experience in financial services, asset management, fintech, or B2B marketing
• Familiarity with HubSpot, Google Tag Manager, and CRM integrations
• Experience with marketing automation platforms and lead nurturing workflows
• Knowledge of SEO and broader digital marketing strategies

Benefits:

• Medical insurance
• Vision insurance
• Dental insurance
• Health savings account option
• 401(k) & other retirement benefits
• Paid maternity leave
• Paid paternity leave
• Commuter benefits
• Disability insurance
• Paid time off