Senior Digital Marketer – Strategy, Implementation

This is a fully remote position, open to applicants in Kenya, +1 more state.

📋 Description

• Take ownership of the complete Google Ads strategy and execution across search, display, Local Service Ads, and Performance Max for high-intent mortgage leads.

• Manage the entire Meta Ads strategy and execution on Facebook and Instagram, encompassing prospecting, retargeting, and creative testing.

• Build, launch, and continually optimize campaigns from inception to execution.

• Craft ad copy and provide creative direction specifically aimed at mortgage borrowers.

• Oversee campaign budgets across various channels to optimize cost per qualified lead.

• Generate a steady stream of high-quality inbound mortgage leads for the loan officer pipeline.

• Define, monitor, and enhance lead quality metrics linked to consultations and funded loans.

• Create and refine landing pages and conversion funnels.

• Collaborate with sales and loan officer teams to integrate lead-quality feedback into targeting and creative strategies.

• Develop comprehensive digital marketing strategies that encompass paid search, paid social, and additional supporting channels.

• Identify new channels, audiences, and tactics to decrease reliance on specific traffic sources.

• Keep abreast of mortgage marketing trends, competitive landscape, regulatory advertising requirements, and changes in platform algorithms.

• Deliver data-driven insights to leadership regarding budget allocation, channel mix, and growth strategies.

• Establish and maintain conversion tracking using GA4, Google Tag Manager, Meta Pixel, Conversions API, and CRM integration.

• Provide performance reports detailing spend, impressions, clicks, leads, CPL, and lead-to-close ratios.

• Analyze performance metrics, identify opportunities, and take action based on findings.

• Keep leadership updated on campaign performance.

• Create mortgage-centric ad creative, copy, and landing page content.

• Conduct structured A/B and multivariate tests.

• Ensure compliance with platform policies, RESPA, TILA, and mortgage advertising regulations.

• Report directly to the Founder/CEO as the accountable owner of Google and Meta performance.

⛳️ Requirements

• A minimum of 5 years of hands-on experience in paid media, specifically focused on Google Ads and Meta Ads.

• Proven success in generating mortgage, financial services, or high-ticket consumer leads at scale.

• Expertise in Google Ads across Search, Local Service Ads, Performance Max, and smart bidding techniques.

• Mastery of Meta Ads, including campaign structure, audience building, retargeting, creative testing, and iOS 14+ tracking solutions.

• Strong analytical skills driven by data.

• Experience in setting up conversion tracking with GTM, GA4, Meta Pixel/CAPI, and CRM attribution.

• Ability to manage substantial monthly ad budgets while being accountable for CPL and ROI.

• Capability to work independently in a remote setting with direct accountability to leadership.

• Professional writing skills in English suitable for reporting to the CEO.

• Preferred familiarity with mortgage borrower psychology, rate sensitivity, seasonal demand, and common objections.

• Preferred knowledge of RESPA, TILA, NMLS disclosure requirements, and Fair Lending considerations.

• Experience with Unbounce, Leadpages, or ClickFunnels is preferred.

• Familiarity with CRM platforms such as HubSpot, Salesforce, Velocify, or Total Expert is preferred.

• Experience running geo-targeted/local campaigns for multi-market lending or financial services companies is preferred.

• Preferred certifications in Google Ads and Meta Blueprint.

• Knowledge of Looker Studio, Excel, or Google Sheets for reporting purposes.

🏝️ Benefits

• 100% remote work.