Digital Marketing Strategist (Paid Media)

Potomac; Bethesda (MD); On-site; USD 60,000 - 80,000; Full time

Benefits offered by this job

Medical insurance

Vision insurance

Health savings account option

401(k) & other retirement benefits

Paid maternity leave

Paid paternity leave

Disability insurance

Paid time off

Job summary

Potomac in Bethesda, MD is seeking a Digital Marketing Strategist (Paid Media) to lead paid media campaigns across Google Ads, LinkedIn, Meta, and other platforms, driving awareness, lead generation, and engagement for financial services clients.

You will own audience targeting, retargeting, analytics, and optimization, collaborating with content, creative, and sales teams to improve conversion rates and ROI. This in-office role offers growth opportunities and a fast-paced environment.

Qualifications

• 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.

Responsibilities

• Paid Media, PPC, and Campaign Execution: Develop, launch, and manage advertising campaigns across Google Ads, LinkedIn, Meta, and other relevant digital channels.
• Retargeting & Audience Development: Design and implement sophisticated retargeting campaigns across multiple channels and build audience segmentation strategies.
• Performance Analytics & Optimization: Monitor campaign performance, analyze key metrics, conduct A/B testing, and optimize bidding and landing pages.
• Cross-Functional Collaboration: Partner with content, creative, and sales teams to align messaging and report on performance.

Job description

Digital Marketing Strategist (Paid Media)

Potomac Bethesda, Maryland, United States

About this position

The Opportunity

At Potomac,we’renot for everyone—andthat’sby design. We attract people who think critically, communicate clearly, and execute with urgency. People who care deeply about their work anddon’tneed handholding to make things happen.

We’rea boutique tactical asset manager with a differentiated product that serves the independent broker-dealer and RIA channel

Headquarteredin Bethesda, MD, we combine institutional-grade investmentexpertisewith a quantitative process that is Built to Conquer Risk ®.

As we continue our aggressive growth trajectory, we are looking for a Digital Marketing Strategist (Paid Media) who can help accelerate brand awareness, lead generation, and advisor engagement through highly targeted, data-driven digital advertising campaigns.

This position is based in our headquarters in Bethesda, Maryland and is an in-office role.

Summary

The Digital Marketing Strategist (Paid Media) is a performance-driven digital marketing professional responsible for developing, executing, and optimizing pay-per-click (PPC) and paid media campaigns across LinkedIn, Meta, Google Ads, and other digital advertising platforms. This role combines strategic thinking with hands-on campaign management to drive measurable business outcomes through audience targeting, conversion optimization, and data-driven decision-making.

Working closely with marketing, sales, and leadership teams, this individual will build and manage full-funnel digital advertising campaigns that generate awareness, nurture prospects, and drive qualified leads for Potomac's growing business. The ideal candidate has strong experience in PPC advertising, paid media strategy, retargeting, campaign analytics, and performance marketing.

Key Responsibilities

Paid Media, PPC, and Campaign Execution

• 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.

Retargeting & Audience Development

• 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.

Performance Analytics & Optimization

• 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.
• Conduct A/B testing on creative, messaging, landing pages, keyword groups, and audience segments.
• Optimize bidding strategies, ad copy, landing page experiences, and conversion paths to improve campaign outcomes.
• Leverage attribution models, Google Analytics, platform reporting tools, and marketing dashboards to measure campaign effectiveness and inform future strategy.

Cross-Functional Collaboration

• Partner with content, creative, and sales teams to align messaging and campaign objectives.
• Collaborate on landing page optimization, lead generation initiatives, and conversion rate improvement efforts.
• Provide regular reporting and actionable insights to leadership on PPC, paid media, and overall marketing performance.
• Stay current on Google Ads, LinkedIn Ads, Meta Ads, PPC best practices, platform updates, industry trends, and emerging digital advertising opportunities.

Qualifications

Required

• 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.

Preferred

• 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.
• Certifications in Google Ads, LinkedIn Marketing Solutions, or Meta Blueprint.

Potomac is not your typical asset manager. We cut through the industry BS with brutal transparency and an obsession with execution. Ifyou’relooking for a slow pace and low volume, thisisn’tfor you.

If you want to drive, build, and scale, this is your shot.

Salary range $60,000-$80,000

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