Vericast · 2 months ago
Director of Programmatic Media (Remote)
United States
Full-time
Remote
Senior Level, Lead/Staff
$150K/yr - $180K/yr
8+ years expVericast is a performance partner for financial institutions, helping them drive growth and improve efficiency through data-driven insights. The Director of Programmatic Media is responsible for establishing and scaling programmatic advertising capabilities, leading the expansion of the programmatic infrastructure, and ensuring compliance with financial services regulations.
AdvertisingE-CommerceMarketing
Responsibilities
Lead the evaluation, selection, and implementation of DSP partnerships (e.g., The Trade Desk, Google DV360, Amazon DSP) to expand Vericast's direct platform capabilities
Conduct comprehensive RFP/RFI processes to assess platforms based on client needs, technical capabilities, compliance features, and cost efficiency
Establish and strengthen direct platform relationships, negotiate contracts with DSP vendors, data providers, and verification partners
Design and document programmatic best practices, SOPs, and governance frameworks tailored to financial services compliance requirements
Build technical infrastructure roadmap including audience segmentation strategies, creative specifications, tracking systems, and reporting dashboards
Build attribution modeling capabilities that connect paid search performance to both online conversions and offline outcomes (branch visits, phone calls, in-person account openings), requiring sophisticated data curation and integration with client first-party data
Develop scalable processes that support both current campaign needs and future growth to $100M+ in media under management (40%)
Serve as internal subject matter expert on programmatic advertising trends, platforms, and innovation in financial services marketing
Develop programmatic service offerings and go-to-market positioning that differentiates Vericast from generalist agencies
Analyze competitive landscape and identify opportunities in programmatic for mid-market banks and credit unions ($2B-$50B assets)
Partner with Product, Analytics, and Creative teams to integrate programmatic into omnichannel strategies leveraging Vericast's proprietary consumer financial data
Contribute to new business pitches and client presentations as programmatic SME when needed
Monitor industry developments in ad tech, privacy regulations, and platform changes to ensure Vericast stays ahead of the curve (25%)
Provide hands-on support for programmatic campaigns, serving as an internal expert to optimize performance and guide strategic decisions
Execute tactical campaign setup, audience configuration, and in-flight optimizations as needed
Collaborate with Media Specialists and Data Analysts to ensure programmatic campaigns are properly tracked, attributed, and optimized toward client KPIs. Apply data-driven optimization strategies (bid management, creative testing, audience refinement) to improve ROAS and meet/exceed benchmarks
Ensure all programmatic campaigns comply with financial services regulations including UDAAP, Fair Lending, TCPA, CAN-SPAM, Reg Z, GLBA, and FCRA, as well as platform policies (e.g., Meta Special Ad Categories, Google Financial Services restrictions)
Design and validate targeting methodologies, audience selection logic, and campaign strategies to proactively ensure regulatory compliance—not solely relying on platform guardrails (20%)
Partner with VP of Agency Services and SVP of Product & Engineering to align programmatic strategy with business objectives and technology roadmap
Work closely with Data Engineering and Analytics teams to integrate first-party data, website behavioral data, transaction data, and third-party segments into programmatic targeting and optimization strategies
Collaborate with Creative Services to define programmatic creative requirements and ensure assets are optimized for performance across display, native, CTV/OTT, and emerging formats
Educate internal stakeholders on programmatic capabilities, use cases, and value proposition for financial institution clients
Serve as liaison with Compliance and Legal to validate programmatic processes meet regulatory standards (10%)
Build and maintain relationships with DSP account teams, leveraging partner resources for beta access, training, and co-marketing opportunities
Negotiate favorable terms, pricing structures, and SLAs with platform partners to maximize margin and service quality
Coordinate with ad verification vendors (IAS, DoubleVerify) and data partners (LiveRamp, TransUnion) to ensure measurement and targeting integrity (5%)
Qualification
Required
Bachelor's Degree in Marketing, Advertising, Business, Data Analytics, or related field
8+ years of hands-on programmatic advertising experience, including campaign management, platform optimization, and vendor negotiations
5+ years working with financial services clients (banks, credit unions, fintech, mortgage lenders, wealth management, or insurance), with demonstrated understanding of compliance requirements and audience targeting strategies in regulated industries
Proven track record of building or scaling programmatic capabilities, including platform implementations, infrastructure design, or significant program expansions
Deep expertise with multiple DSPs (e.g., The Trade Desk, Google DV360, Amazon DSP, Xandr, MediaMath) and demonstrated ability to evaluate platforms based on technical capabilities, transparency, and cost-efficiency
Experience managing large media budgets ($10M+ annually) with demonstrated ability to optimize toward performance KPIs (CPA, ROAS, engagement metrics)
Hands-on experience with programmatic display, native, CTV/OTT, and video
Expertise in audience segmentation, data onboarding (1st and 3rd party), identity resolution (LiveRamp, UID2.0), and attribution modeling
Technical Expertise: Expert-level knowledge of programmatic advertising ecosystems (DSPs, SSPs, DMPs, ad exchanges, ad servers); Proficiency in audience targeting methodologies: contextual, behavioral, geo-fencing, lookalike modeling, retargeting/remarketing; Strong understanding of bidding strategies (CPM, CPC, CPA, automated vs. manual bidding) and auction dynamics; Experience with tag management (Google Tag Manager), tracking pixels, conversion tracking, and website behavioral data integration for optimization and reporting; Familiarity with creative ad formats and specifications across display, native, CTV/OTT, and video. Working knowledge of brand safety tools, viewability measurement, and fraud prevention
Financial Services Acumen: Deep understanding of bank and credit union marketing objectives (deposit acquisition, loan origination, credit card activation, branch traffic); Expert knowledge of financial services compliance landscape and ability to apply regulations within programmatic strategies: UDAAP, Fair Lending, TCPA, CAN-SPAM, Reg Z, GLBA, FCRA; Experience designing targeting methodologies and audience selection logic that proactively ensure regulatory compliance; Experience navigating platform restrictions for financial services advertisers (e.g., Meta Special Ad Categories); Ability to translate complex financial products into effective audience and creative strategies
Analytical & Strategic Skills: Data-driven decision maker with strong analytical skills to interpret campaign performance and recommend optimizations; Ability to build business cases and ROI models to justify technology investments; Experience with A/B and multivariate testing to continuously improve performance; Comfortable working with attribution models and incrementality testing; Strategic thinker who can balance short-term execution with long-term capability buildout; Entrepreneurial mindset: comfortable with ambiguity and designing scalable processes
Soft Skills: Execution-oriented - Willing to roll up sleeves and execute while thinking strategically about scalable solutions; Communication - Excellent ability to explain complex programmatic concepts to non-technical stakeholders; Collaboration - Strong cross-functional partnership skills across Product, Engineering, Analytics, Creative, and Sales teams; Influence - Ability to build consensus and drive change in a matrixed organization; Ownership - Takes initiative, drives projects to completion, and holds self accountable to high standards; Adaptability - Thrives in fast-paced environments, comfortable pivoting strategies based on new information; Client-Centric -When client-facing, able to build trust and position Vericast as a strategic partner
Preferred
Master's degree or advanced certifications
Agency experience strongly preferred; ideal candidate has worked at a performance marketing agency or trading desk serving financial services clients
Strong understanding of privacy regulations (GDPR, CCPA) and platform-specific advertising policies for financial services
Background in omnichannel strategy integrating programmatic with paid search, paid social, and direct mail is a plus
Demonstrated success with attribution modeling, offline conversion tracking, and connecting search performance to business outcomes beyond digital conversions
Benefits
Position is eligible for an annual bonus incentive program.
Company
Vericast
Vericast engages in automotive, marketing, advertising, e-commerce, telecom and intelligent media services.
1001-5000 employees
Funding
Current Stage
Late StageTotal Funding
unknownKey Investors
"MacAndrews & Forbes, Incorporated"
2005-01-01Private Equity
Leadership Team
Lisa Nicholas
SVP FI Marketing Products & Strategy
Paul Mandeville
Chief Product Officer
Recent News
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