Senior Digital Marketer (strategy + Implementation)

Senior Digital Marketer (strategy + Implementation) at Remote Raven in Kenya.

Responsibilities

• Paid Media Strategy & Execution — Google & Meta
• This is the core of the role.
• Own the full Google Ads strategy and execution across search, display, Local Service Ads, and Performance Max, focused on high-intent mortgage leads — purchase, refinance, and home equity borrowers
• Own the full Meta Ads strategy and execution across Facebook and Instagram, including prospecting campaigns, retargeting funnels, and structured creative testing
• Build, launch, and continuously optimize campaigns from the ground up — not simply manage what already exists
• Write brief, compelling ad copy and creative direction tailored to the mortgage borrower at each stage of awareness
• Manage campaign budgets efficiently, allocating spend across channels to maximize cost per qualified lead
• Lead Generation & Pipeline Quality
• Drive consistent, high-quality inbound mortgage leads to fuel the loan officer pipeline
• Define, track, and optimize against lead quality metrics — leads that convert to consultations and funded loans, not just raw form-fills
• Build and optimize landing pages and conversion funnels to maximize lead capture from paid traffic
• Coordinate with the sales and loan officer team to bring lead quality feedback back into targeting, audience, and creative strategy
• Understand mortgage borrower intent signals and use them to sharpen audience targeting and messaging
• Marketing Strategy
• Develop an integrated digital marketing strategy connecting paid search, paid social, and supporting channels into a single cohesive lead generation engine
• Identify new channels, audiences, and tactics to reduce dependence on any one traffic source
• Stay current on mortgage industry marketing trends, competitor activity, regulatory advertising requirements, and platform algorithm changes
• Bring data-driven recommendations to leadership on budget, channel mix, and growth opportunities
• Analytics & Reporting
• Set up and maintain accurate conversion tracking using GA4, Google Tag Manager, Meta Pixel and Conversions API, and CRM integration
• Deliver clear, actionable performance reports covering spend, impressions, clicks, leads, CPL, and lead-to-close rates
• Use data to identify what is working, what is not, and what to do next — and act on it without being asked
• Proactively keep leadership informed on campaign performance on a consistent rhythm
• Creative & Messaging
• Develop ad creative, copy, and landing page content that speaks credibly and compellingly to the mortgage borrower audience — purchase buyers, refinance candidates, and home equity seekers
• Run structured A/B and multivariate tests on headlines, visuals, offers, and CTAs
• Ensure all messaging is fully compliant with platform policies, RESPA, TILA, and applicable mortgage advertising regulations — compliance is non-negotiable in this industry

Requirements

• 5 or more years of hands-on paid media experience with a strong focus on Google Ads and Meta Ads
• Demonstrated track record of generating mortgage leads, financial services leads, or high-ticket consumer leads at scale — mortgage and lending experience preferred; real estate, insurance, or comparable financial products accepted
• Expert-level Google Ads proficiency across search, Local Service Ads, Performance Max, and smart bidding strategies
• Expert-level Meta Ads proficiency including campaign structure, audience building, retargeting, creative testing, and iOS 14+ tracking workarounds (CAPI, aggregated event measurement)
• Strong analytical skills — you make decisions from data, not instinct alone
• Experience with conversion tracking setup including GTM, GA4, Meta Pixel/CAPI, and CRM attribution
• Ability to manage significant monthly ad budgets with direct accountability for CPL and ROI
• Self-directed remote worker with direct accountability to leadership
• Professional written English suitable for CEO-facing reporting

Preferred Qualifications

• Direct mortgage industry marketing experience — borrower psychology, rate-sensitivity cycles, seasonal demand patterns, and common objections
• Familiarity with mortgage compliance requirements for advertising — RESPA, TILA, NMLS disclosure requirements, and Fair Lending considerations

Landing page builder experience — Unbounce, Leadpages, or ClickFunnels

• CRM familiarity for lead tracking and attribution — HubSpot, Salesforce, or a mortgage-specific CRM such as Velocify or Total Expert
• Experience running geo-targeted and local campaigns for a multi-market lending or financial services company
• Google Ads and Meta Blueprint certifications
• Tools & Software

Primary Paid Platforms

• Google Ads — Search, Display, LSA, Performance Max
• Meta Ads Manager — Facebook and Instagram

Tracking & Analytics

• GA4 and Google Tag Manager
• Meta Pixel and Conversions API (CAPI)
• Landing Pages & CRO
• Unbounce, Leadpages, or ClickFunnels

CRM & Attribution

HubSpot, Salesforce, or mortgage-specific CRM platform

Reporting

Looker Studio, Excel, or Google Sheets

What Makes You a Great Fit

• You have run campaigns that generated real mortgage or financial services leads at a real CPL, and you can walk through the numbers in a conversation
• You do not wait to be told what to test next — you look at the data, form a hypothesis, and run the experiment
• Your campaigns are structured cleanly, tracked accurately, and reported on clearly without anyone chasing you
• You are as comfortable building from scratch as diagnosing an underperforming account
• You understand that in mortgage, lead quality and compliance matter as much as volume — and you optimize for all three
• You proactively keep leadership informed on a consistent rhythm

Benefits

• Compensation up to $12 per hour
• 100% remote work
• Full-time role

About the Company

Our client is a US-based mortgage company operating across multiple states, with a full-service team handling everything from initial borrower consultation through loan origination, processing, underwriting, and closing. As they scale, they are hiring a Senior Digital Marketing Manager to own paid media and lead generation from strategy through execution.

You will report directly to the Founder/CEO and be the single accountable owner of Google and Meta performance — high-budget campaigns, tightly tracked, ruthlessly optimized against cost per qualified lead. This is a senior, execution-heavy seat. You build strategy from scratch, launch campaigns from zero, and drive CPL down through disciplined experimentation.

If you have generated real mortgage leads — or leads for a comparable high-ticket financial product such as refinancing, home equity, or personal lending — at real CPLs on real budgets, and you can talk through your numbers without a deck to hide behind, we want to see your application.