Director of Paid Media

Company Overview:

One Park Financial (OPF) is a leading Financial Technology company dedicated to empowering small businesses by connecting them with a wide variety of flexible financing and funding options. Our mission is to provide entrepreneurs with the working capital they need to elevate their businesses to new heights. At OPF, we believe in working with high-performing individuals who are ready to play an integral part in our company’s expansion. We know that our success hinges on our people, and we strive to enable them to do what they do best.

Why Join Us?

At OPF, we foster a dynamic and inclusive company culture that emphasizes collaboration, innovation, and personal growth. Our team is composed of passionate, driven individuals who are committed to making a difference. Here’s what you can expect when you join our team:

• Innovative Environment: Work with cutting-edge technology and be part of a team that is constantly pushing the boundaries of fintech

• Professional Growth: We invest in our employees’ growth with continuous learning opportunities, training programs, and career advancement paths

• Supportive Culture: Enjoy a supportive and inclusive work environment where your ideas are valued, and your contributions make a real impact

• Community Focus: Be part of a company that understands the importance of small and mid-sized businesses to their communities and the nation’s financial health

• High-Performing Team: Join a team of badasses who are committed to excellence and are integral to our company’s expansion and success

About the Role

We are looking for a Director of Paid Media to own and scale our paid acquisition engine across every channel where our customers spend time, from search, social, video, display, and AI-powered answer engines to direct response TV, radio, out-of-home, and print. This leader will design and execute a high-performing omnichannel strategy that propels brand growth, reaches the right audiences through personalized touchpoints and messaging, and turns engagement into profitable, long-term customer relationships.

The ideal candidate is a seasoned performance and direct response marketer who is equally comfortable optimizing a bid strategy, negotiating an OOH buy, and building a bilingual go-to-market plan for US Hispanic small business owners. You hold yourself accountable to lead quality, cost per funded deal, and return on ad spend, and you know how to balance short-term efficiency with long-term brand building.

Responsibilities:

Omnichannel Strategy & Leadership

• Build and own the annual and quarterly paid media strategy, budget, and channel mix across digital and traditional media, aligned to company revenue and growth targets.
• Develop an integrated full-funnel plan that connects awareness, consideration, and conversion, with personalized messaging and touchpoints by audience, segment, language, and stage of the customer journey.
• Lead, coach, and grow a high-performing team of channel specialists and manage agency, vendor, and publisher partners with clear goals and accountability.
• Serve as the paid media voice in leadership discussions, translating media performance into clear business outcomes for the CMO and executive team.

Performance Marketing & Lead Generation

• Drive qualified lead volume at target cost per lead, cost per qualified lead, and cost per funded deal, with full-funnel visibility from impression to funded revenue.
• Own day-to-day performance across Google Ads, Microsoft Ads, Meta, TikTok, YouTube, LinkedIn, programmatic DSPs, and emerging platforms.
• Partner with Sales and Underwriting to define lead quality, close the feedback loop through offline conversion imports and CRM signals, and optimize toward profitable outcomes rather than raw volume.
• Run a disciplined testing roadmap across audiences, creative, offers, bidding, and landing experiences, and scale what wins quickly.

Video, Display, Social, Search & AI/LLM Channels

• Plan and optimize video across CTV/OTT, YouTube, and social video, and display across programmatic, native, and direct publisher buys.
• Build search and social programs that capture high-intent demand and create new demand among target audiences.
• Develop the company's strategy for AI-driven discovery, including visibility in LLM-powered answer engines (ChatGPT, Gemini, Perplexity, Copilot, Google AI Overviews), emerging AI ad formats, and AI-assisted campaign tools such as Performance Max and Advantage+.
• Use AI and automation responsibly to improve targeting, creative production, bidding, and reporting efficiency.

Direct Response, OOH & Traditional Media

• Plan, buy, and optimize direct response TV and radio (national, local, and Spanish-language), with clear response tracking through vanity URLs, unique phone numbers, promo codes, and lift analysis.
• Lead out-of-home strategy, including billboards, transit, digital OOH, and place-based media, in priority markets.
• Evaluate and activate print, direct mail, and community and sponsorship media where they drive measurable business results.
• Integrate offline and online media so that traditional channels amplify digital performance and vice versa.

Multicultural Marketing & Bilingual Go-to-Market

• Build and lead bilingual (English/Spanish) go-to-market strategies for US Hispanic and Puerto Rico small business owners, including market prioritization, channel selection, and media partner strategy.
• Ensure messaging, creative, and landing experiences are culturally relevant and authentic, not simply translated, and reflect the nuances of different Hispanic communities and regional Spanish.
• Manage relationships with Spanish-language and multicultural media partners across TV, radio, digital, and community outlets.
• Measure performance by language and segment, and use those insights to refine targeting and creative.

Measurement, Analytics & Budget Ownership

• Own a multi-million-dollar media budget with accurate forecasting, pacing, and reporting.
• Partner with Marketing Analytics and Data Science on attribution, media mix modeling, incrementality and geo-lift testing, and UTM and tracking governance.
• Deliver clear weekly and monthly performance reporting on CPL, CAC, ROAS, funded volume, and LTV-to-CAC, with recommendations for reallocation.
• Work with Compliance to make sure all media and messaging meet financial services advertising standards and platform policies.

• 10+ years of paid media and performance marketing experience, with at least 4 years leading teams and multi-channel budgets.
• Proven track record in lead generation in a fast-paced, results-driven environment, ideally in fintech, lending, financial services, insurance, or another high-consideration category.
• Active Meta certification (e.g., Meta Certified Media Buying Professional or Media Planning Professional) and Google Ads certifications (Search, Display, Video, and/or Measurement).
• Seasoned expert in direct response marketing, with hands-on experience planning and measuring DRTV, radio, OOH, and other traditional media.
• Deep omnichannel expertise across video, display, social, search, and programmatic, plus demonstrated knowledge of AI and LLM-driven discovery and advertising.
• Proven experience in multicultural marketing focused on US Hispanics, including building and running bilingual (English/Spanish) go-to-market strategies.
• Strong analytical skills, with fluency in attribution, incrementality, CRM-connected reporting, and unit economics (CPL, CAC, ROAS, LTV).
• Experience managing agencies, media vendors, and publisher partnerships, and negotiating media buys.
• Excellent communication skills, with the ability to present clearly to executive leadership.
• Bachelor's degree in Marketing, Business, Communications, or a related field, or equivalent experience.

Preferred Qualifications

• Bilingual in English and Spanish (written and spoken).
• Experience marketing to small business owners or in B2B2C financial products such as revenue-based financing, MCA, or business lending.
• Experience with the Puerto Rico media market.
• Additional certifications such as Microsoft Advertising, TikTok Academy, The Trade Desk, or Google Analytics.
• Hands-on familiarity with GA4, Salesforce or similar CRMs, call tracking, CDPs (e.g., Tealium), and BI tools such as Looker or Tableau.
• Experience working with media mix models and geo-based incrementality testing.
• MBA or advanced degree in marketing or a related field.

Success Metrics

• In the first 12 months, success in this role will be measured by:
• Growth in qualified leads and funded deals at or below target cost per funded deal.
• Improved blended ROAS and LTV-to-CAC across the paid media portfolio.
• A documented, executed omnichannel plan that includes measurable traditional and AI/LLM channel programs.
• Growth in Hispanic and Spanish-language funded volume driven by a bilingual go-to-market program.
• A fully staffed, high-performing paid media team with clear goals and reporting cadence.

• Competitive salary
• Performance-based incentives
• Comprehensive health, dental, and vision benefits
• 401(k) and paid time off
• The opportunity to shape a fast-growing marketing organization and have a direct impact on company growth
• Growth and development opportunities
• Dynamic and collaborative work environment
• Company events and team-building activities