Paid Media Specialist

ABOUT US:

Kestra Holdings offers industry-leading wealth management platforms for independent wealth management professionals nationwide. With an innovative culture that celebrates independence, the company seeks to redefine the future of the advisory industry through superior service, cutting-edge technology, and preeminent resources that every financial professional needs to succeed in the market now and in the years to come.

Kestra Holdings companies collectively oversee $123 billion in assets under administration (AUA) and support more than 2,400 independent financial professionals across the country in delivering comprehensive securities, trust, and investment advisory services to their clients. Located in the “Silicon Hills” of Austin, Texas, Kestra Holdings offers an experience as unique as the city in which it operates.

As the Paid Media Specialist at Kestra Holdings, you will be pivotal in driving high-quality lead generation and elevating brand awareness across our portfolio, including Kestra Financial, Kestra Private Wealth Services, Arden Trust, and Bluesprings Wealth Partners. You will architect, execute, and continuously optimize data-driven paid media campaigns that not only expand our market reach but also deliver a consistent flow of qualified leads while tracking performance through metrics like ROI, CPL (Cost Per Lead), and CAC (Customer Acquisition Cost). We're seeking a dynamic professional who leverages cutting-edge advertising platforms and analytics to drive measurable growth and strengthen our competitive edge.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

Paid Media Strategy:

• Develop and execute comprehensive paid media strategies designed to maximize lead generation, utilizing advanced audience segmentation and targeted messaging tailored for Kestra Financial, Kestra Private Wealth Services, and Bluespring Wealth Partners.
• Align overall strategy with brand objectives to boost market presence and drive a robust lead funnel while focusing on achieving favorable ROI, CPL, and CAC outcomes.
  
  

Campaign Management:

• Plan, launch, and optimize multi-channel campaigns across Google Ads, Meta Ads, LinkedIn Ads, and other relevant channels with a core focus on acquiring high-value leads.
• Tailor campaigns to meet the distinct needs of each business unit and monitor performance closely to ensure continual improvement in lead quality, ROI, and cost-efficiency as measured by CPL and CAC.
  
  

Keyword Research:

• Conduct deep keyword and competitive analysis to uncover high-intent search terms that attract potential clients.
• Optimize ad targeting strategies for each business to drive relevancy and maximize qualified lead capture while keeping an eye on cost metrics.
  
  

Ad Creative and Copy:

• Collaborate closely with the marketing teams to develop compelling ad copy and engaging visuals that resonate with target audiences.
• Craft messaging that highlights unique value propositions to effectively drive lead interest and conversation.
  
  

Budget Management:

• Strategically allocate and manage seven-figure advertising budgets to maximize ROI, emphasizing cost-effective spend on channels with the highest lead generation potential.
• Regularly evaluate and optimize cost per lead (CPL) and customer acquisition cost (CAC) metrics to ensure performance targets are met.
  
  

A/B Testing:

• Design and implement rigorous A/B tests for ad creatives, landing pages, and campaign strucutres.
• Leverage data insights to refine elements that improve conversation rates and enhance overall lead generation effectiveness, contributing to improved ROI and reduced CPL/CAC.
  
  

Analytics and Reporting:

• Develop robust analytics frameworks to monitor key performance metrics - such as ROI, CPL, CAC, conversion rates, and overall lead quality.
• Prepare and present actionable reports that inform strategic adjustments and drive future campaign innovations.
  
  

Conversion Optimization:

• Identify opportunities within the lead funnel to improve conversion - from initial ad interaction to lead capture.
• Partner with UX and web design teams to optimize landing pages and streamline lead forms, reducing friction and boosting conversion rates, ultimately lowering CAC.
  
  

Stay Updated with Industry Trends:

• Continuously research emerging trends, technologies, and best practices in paid media and lead generation.
• Innovate and integrate new tactics to maintain a competitive advantage in acquiring quality leads and achieving superior ROI.
  
  

KNOWLEDGE, SKILLS, AND/OR ABILITIES:

• Proficiency with various paid media platforms (Google Ads, Meta Ads, LinkedIn Ads, etc.) with a proven track record in lead generation.
• Strong analytical skills to interpret data, optimize campaigns, and drive decisions based on key metrics like ROI, CPL, and CAC.
• Exceptional ability to craft persuasive ad copy and creative materials that effectively convert high-intent prospects.
• Expertise in Pay-Per-Click campaign strategy and execution, with a focus on optimizing the lead funnel.
• Solid understanding of SEO principles and how they complement paid media strategies.
• Excellent communication and collaboration skills to align cross-functional teams - especially with sales and lead management.
• Familiarity with B2B lead generation strategies, including marketing automation, lead scoring, and multi-touch attribution models.
• Experience in analyzing website and customer behavior to segment audiences and tailor campaigns for optimal lead conversion.
• A proactive, innovative mindset, driven by intellectual curiosity and a passion for leveraging data to achieve superior lead generation outcomes.
  
  

PARTNERSHIP AREAS:

• Marketing, Sales, Finance, Data Science, Data Product, Business Intelligence, Data Governance
• Information Technology: Data Engineering, Software Engineering, Infrastructure, Information Security
  
  

EDUCATION AND EXPERIENCE:

• Bachelor's degree in Marketing, Advertising, Business, or a related field.
• Proven experience (3 years) as a Paid Media Specialist or in a similar role, with a track record of successful paid media campaigns and lead generation.
• Familiarity with SAFe Agile a plus
  
  

CERTIFICATES, LICENSES, REGISTRATION:

• None required.
  
  

PHYSICAL DEMAND: The physical demands described here are representative of those that an employee must meet to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform these functions.

• The position is located in the Austin, Texas, Office. Four days a week onsite, one day remote (Friday)
• Ability to sit at a computer for long periods in a well-lit office environment.
  
  

INTERNAL APPLICANT POLICY:

Internal applicants must be in good standing and have a minimum of 1 year of service with Kestra. Internal applicants must also have a minimum of 1 year service in current role unless approved by EVP.

BENEFITS:

Full health, vision, dental. 401(k) plans along with a host of voluntary plans such as car insurance, legal services and more.

DISCLOSURE

By applying to a job at Kestra Financial, Inc., you are agreeing to the following statements:

• You acknowledge that if hired, Kestra Financial, Inc. may, obtain and use background information concerning your credit, character, general reputation, personal characteristics, work habits, performance and experience for evaluation for your potential employment.
• It is the policy of Kestra Financial to ensure equal employment opportunity without discrimination or harassment on the basis of race, color, religion, sex, sexual orientation, gender, identity or expression, age, disability, marital status, citizenship, national origin, genetic information, or any other characteristic protected by law. Kestra Financial prohibits any such discrimination or harassment.
  
  

KESTRA VALUES:

Our Mission is Powering Financial Independence, enabling the growth and success of investing clients and the advisors who serve them. We do that by living our values: SERVE, MAKE IT HAPPEN, and ONE TEAM.