Paid Ads Specialist

Paid Ads Specialist (Multi-Platform Performance & Retargeting Expert)

At Potomac, we're not for everyone—and that's by design. We attract people who think critically, communicate clearly, and execute with urgency. People who care deeply about their work and don't need handholding to make things happen.

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

Headquartered in Bethesda, MD, we combine institutional-grade investment expertise with a quantitative process that is Built to Conquer Risk ®.

As we continue our aggressive growth trajectory, we are looking for a Paid Ads Specialist (Multi-Platform Performance & Retargeting Expert) 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 Paid Ads Specialist is a performance-driven marketing professional responsible for developing, executing, and optimizing paid media campaigns across LinkedIn, Meta, and Google platforms. This role blends strategic thinking with hands-on campaign management to drive measurable business outcomes through audience targeting, conversion optimization, and continuous performance improvement.

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

Key Responsibilities

Paid Media Strategy & Execution

• Develop and manage paid advertising campaigns across LinkedIn, Google Ads, Meta, and other relevant platforms.
• Build full-funnel marketing campaigns designed to drive awareness, engagement, lead generation, and conversion.
• Create audience targeting strategies based on demographic, behavioral, and intent-based data.
• Manage campaign budgets and optimize spending to maximize ROI and efficiency.

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 campaign performance and identify opportunities for improvement.
• Analyze key metrics including CTR, CPC, CPA, ROAS, conversion rates, and pipeline contribution.
• Conduct A/B testing on creative, messaging, landing pages, and audience segments.
• Leverage attribution models and analytics tools 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 and lead generation initiatives.
• Provide regular reporting and insights to leadership on campaign performance and marketing impact.
• Stay current on platform updates, industry trends, and emerging digital advertising opportunities.

Qualifications

Required

• 3–5 years of experience managing paid digital advertising campaigns.
• Hands-on experience with LinkedIn Campaign Manager, Google Ads, 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 Analytics 4, 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.

Salary range: $60,000-$80,000

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