Paid Media Specialist

Job Description

Job Description

Founded in Richmond, Virginia in 1997, CapCenter exists to help individuals and families achieve one of life's most meaningful milestones—homeownership. By bringing mortgage, realty, and insurance services together under one roof, we provide a simpler, more transparent experience designed to save clients time and money. Our commitment to innovation, including our Zero Closing Cost mortgage, has earned the trust of thousands of clients and fueled our growth through repeat business and referrals.

At CapCenter, our mission extends beyond serving clients. We foster a collaborative, high-impact environment where employees are empowered to do meaningful work, grow professionally, and make a real difference in the lives of the people we serve.

Job Overview:

This role sits at the intersection of marketing, analytics, and lead generation. The Paid Media Specialist is responsible for planning, executing, optimizing, and reporting on paid marketing campaigns that drive qualified mortgage and realty applications.

As a member of the Marketing Team, this role will own the activation and performance of paid acquisition channels including search, paid social, connected TV (CTV), radio, and out-of-home advertising. The Paid Media Specialist will work closely with the Marketing, Mortgage, Realty, and Client Services teams to ensure campaigns are generating measurable business results and supporting company growth objectives.

The ideal candidate is analytical, results-driven, and passionate about customer acquisition. Success in this role will be measured by the ability to generate qualified applications efficiently while continuously improving campaign performance through testing, optimization, and data-driven decision making.

Key Responsibilities:

Planning & Strategy

• Develop multi-channel paid media strategies that support application growth and business objectives.
• Refine audience settings, channel composition, and campaign priorities across SEM, Paid Social, CTV, Radio, and Out-of-Home advertising.
• Partner with internal stakeholders to align campaign objectives, messaging, and customer acquisition goals.
• Research market trends, competitive activity, and emerging media opportunities to inform future marketing investments.

Budget & KPI Management

• Own paid media budget planning, allocation, and pacing to maximize return on marketing investment.
• Establish performance targets and monitor key metrics including Qualified Applications, CPA, ROAS, Conversion Rate, and Revenue Attribution.
• Analyze channel and campaign performance to identify trends, risks, and growth opportunities.
• Deliver actionable reporting and recommendations that support strategic decision-making and future investment planning.

Activation & Optimization

• Execute and manage paid media campaigns across all assigned advertising channels.
• Coordinate with creative, content, and vendor partners to launch campaigns on time and according to plan.
• Conduct ongoing testing of location targeting, creative messaging, campaign settings, and landing pages to improve results.
• Implement optimization strategies that increase lead quality, drive scale, and drive improved marketing efficiency.

Qualifications:

• 1-3 years of experience in paid media platforms (Google Ads, Microsoft Ads, Meta Ads, CTV, Spotify, etc.)
• Proven ability to manage budget projections, pacing, and allocation shifts
• Demonstrated ownership of channel reporting and KPI tracking across all paid channels
• Experience with marketing attribution and conversion tracking
• Ability to make data-driven decisions and communicate insights effectively
• Strong organizational and project management skills

Preferred:

• Experience in mortgage, realty, or insurance verticals 
• Experience with creative development
• Knowledge of marketing automation and CRM platforms

Compensation:

The estimated range of $50,000 – $75,000 reflects the budgeted amount for this position. Individual compensation will be determined based on job-related business considerations, such as relevant qualifications, experience, location, education, certifications, skills, and other job-related reasons. Where applicable, this position is eligible for incentive compensation and/or discretionary bonus opportunities.

Benefits:

CapCenter offers a comprehensive benefits package, including medical, dental, vision, life insurance, a 401(k) plan with company match, paid vacation, paid holidays, and other programs designed to support the well-being and professional growth of our employees.

Physical Requirements and Work Environment:

Work is primarily performed in a professional office environment and may involve extended periods of sitting, computer use, keyboarding, and telephone or virtual communication. The position may require managing competing priorities, responding to time-sensitive matters, maintaining accuracy and attention to detail, and working effectively in a fast-paced environment.