About the job
The Director of Programmatic Media is a pivotal leadership position at Vericast, focused on spearheading and expanding our direct programmatic advertising capabilities. This role is integral to our transition into a comprehensive performance marketing agency tailored for banks and credit unions. We seek a visionary leader who excels at both strategy and execution, capable of assessing and onboarding DSP partners, establishing industry best practices, and laying the groundwork for a robust programmatic framework that will be a foundational element of our service offerings.
Reporting directly to the VP of Agency Services, this position will oversee the growth of our programmatic infrastructure, which includes evaluating and implementing platforms, while also ensuring the success of ongoing campaigns. The ideal candidate will possess extensive programmatic experience within the financial services sector, a deep understanding of the compliance nuances associated with bank and credit union marketing, and a passion for developing new capabilities within an established framework. This role is critical in supporting our ambitious roadmap to manage over $100M in media investments within the next 18-24 months.
KEY DUTIES/RESPONSIBILITIES
• Programmatic Infrastructure & Capability Expansion: Lead the assessment, selection, and deployment of DSP partnerships (e.g., The Trade Desk, Google DV360, Amazon DSP) to enhance Vericast's direct platform capabilities. Conduct thorough RFP/RFI processes to evaluate platforms based on client requirements, technical specifications, compliance features, and cost-effectiveness. Foster and solidify relationships with direct platform partners, negotiate contracts with DSP vendors, data providers, and verification partners. Develop and document programmatic best practices, standard operating procedures (SOPs), and governance frameworks that are compliant with financial services regulations. Create a technical infrastructure roadmap that includes audience segmentation strategies, creative specifications, tracking systems, and reporting dashboards. Establish attribution modeling capabilities that link paid search performance to both online conversions and offline outcomes (such as branch visits, phone calls, and in-person account openings), necessitating intricate data curation and integration with client first-party data. Design scalable processes that cater to current campaign demands while positioning for future growth to $100M+ in media management (40%).
• Strategic Planning & Market Intelligence: Act as an internal expert on emerging programmatic advertising trends, platforms, and innovations within financial services marketing. Craft programmatic service offerings and market positioning strategies that set Vericast apart from generalist agencies. Analyze the competitive landscape to identify programmatic opportunities within mid-market banks and credit unions ($2B-$50B in assets). Collaborate with Product, Analytics, and Creative teams to incorporate programmatic strategies into comprehensive omnichannel approaches.