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Vericast · 1 day ago

Director of Programmatic Media (Remote)

United States

Full-time

Remote

Senior Level, Lead/Staff

$150K/yr - $180K/yr

8+ years exp

Vericast is a financial institution performance partner that aids banks and credit unions in driving growth and improving efficiency through data and technology. The Director of Programmatic Media will establish and scale the company's programmatic advertising capabilities while leading the expansion of 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

Programmatic advertising expertiseDSP platform evaluationFinancial services complianceCampaign managementAudience segmentationAttribution modelingData analyticsCross-functional collaborationCommunication skillsAdaptability

Required

Bachelor's Degree in Marketing, Advertising, Business, Data Analytics, or related field (Required)

8+ years of hands-on programmatic advertising experience, including campaign management, platform optimization, and vendor negotiations (Required)

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 (Required)

Proven track record of building or scaling programmatic capabilities, including platform implementations, infrastructure design, or significant program expansions (Required)

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 (Required)

Experience managing large media budgets ($10M+ annually) with demonstrated ability to optimize toward performance KPIs (CPA, ROAS, engagement metrics) (Required)

Hands-on experience with programmatic display, native, CTV/OTT, and video (Required)

Expertise in audience segmentation, data onboarding (1st and 3rd party), identity resolution (LiveRamp, UID2.0), and attribution modeling (Required)

Preferred

Master's degree or advanced certifications (Preferred)

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