Manager of Digital Media & Demand Generation

ROLE SUMMARY: Goldco is a leading precious metals company specializing in helping Americans protect their retirement savings with gold and silver. Known for its top-rated customer service, Goldco offers both direct purchases of physical metals and Gold IRAs. Moving retirement savings into precious metals is a decision people make carefully, and most of our prospects need to understand the category before they are ready to speak with sales. This makes education our most effective form of persuasion and gives paid media a job beyond simply generating clicks. Our goal is to reach the right target audience, teach them something genuinely useful, and stay present through their consideration phase until they are ready to convert. We are hiring a Manager of Digital Media & Demand Generation to own that work. You will run paid social on Meta in partnership with our agency, own our expert-led webinar program end to end, and own digital retargeting across Meta and connected TV. These three pieces are one system: media brings people in, the webinar program earns their trust, and retargeting keeps us present until they are ready. You will be measured on cost per qualified lead, your ability to drive conversion through the funnel, and ultimately ROI. KEY RESPONSIBILITIES'Paid Social & Agency Leadership Own paid social strategy and performance on Meta, directing our agency partner on account structure, audience approach, budget allocation, and optimization while holding them accountable to clear performance targets. Set the creative strategy and direct the testing roadmap across hooks, formats, offers, and messaging. Own budget pacing, forecasting, and channel-level efficiency, and make the case for reallocating spend when the evidence supports it. Partner with Legal on creative approval and disclosures, and build review into the creative workflow. Evaluate and test emerging paid social channels where our audience is genuinely present, with a clear read on incrementality before scaling. Webinar & Education Program Own the expert-led webinar program end to end — calendar, topics, speaker recruitment and preparation, run-of-show, platform, and post-event follow-up. Own registration and, more importantly, attendance: build the promotion plan, and partner with Lifecycle Marketing on the reminder and follow-up sequences that convert registrants into attendees. Design each webinar to move viewers toward a sales conversation, and partner with Sales on how attendees are handed off, prioritized, and followed up. Build and maintain an on-demand video library and repurpose webinar content into clips and assets that feed paid social, retargeting, and the wider content program. Own the program’s performance model — registration rate, attendance rate, attended-to-conversation conversion, and cost per qualified lead — and use it to decide topics, formats, and speakers. Paid Retargeting Across Channels Own all digital retargeting for Goldco, leveraging Meta and connected TV, with a key focus on converting visitors to Goldco.com. Design the audience and segmentation strategy behind retargeting - by page and content viewed, depth of engagement, recency, and funnel stage - and sequence messaging so it advances the prospect rather than repeating the first impression. Own the CTV retargeting program, including partner or DSP selection, audience onboarding, creative requirements, frequency management, and measurement. Coordinate closely with Lifecycle Marketing, which owns email, SMS, and direct mail to known contacts, on shared segment definitions, suppression, and offer sequencing so a prospect never receives conflicting messages across channels in the same window. Partner with Technology on pixel, Conversions API, and server-side tracking implementation, and design around the event and signal limitations that apply to financial advertisers. Measurement, Creative & Cross-Functional Partnership Own the measurement and KPIs for Social, Webinar, and Retargeting.  Build reporting that connects media spend to qualified sales conversations and closed revenue, and deliver a clear point of view to leadership on what to scale, fix, or stop. Coordinate with Lifecycle Marketing on the promotion calendar so paid campaigns, webinars, and offers are sequenced deliberately and supported across channels. Manage agency and vendor relationships across paid social, CTV, and webinar platforms, including scope, budget, and performance standards.