Senior Digital Content Specialist (Remote)

Company Description

Vericast is the financial institution (FI) performance partner. We help banks and credit unions drive growth, improve efficiency, increase engagement and navigate change through the power of data, technology and people. Our advanced analytics, data-driven insights and integrated solution set enable better execution with agility, precision and scale. That’s why thousands of financial institutions look to Vericast and our 150 years of financial services expertise to help them achieve more.

Job Description

The Senior Digital Content Specialist is a strategic content expert responsible for developing, optimizing, and scaling high-performing digital content for financial institution clients. This role combines deep financial services product knowledge with data-driven content strategy, SEO expertise, and creative execution to drive measurable business outcomes—specifically new account acquisitions and balance growth for bank and credit union partners. This position requires a unique blend of financial services marketing expertise, analytical rigor, and  creative excellence. The Senior Digital Content Specialist will craft compelling, compliant content across digital channels (with initial emphasis on Meta platforms), develop dynamic and hyperlocal content variations, conduct rigorous testing, and continuously optimize based on performance data. Success requires understanding the complete customer journey—from awareness through conversion—while maintaining relentless focus on bottom-funnel metrics that drive real business results. Working within a squad-based model supporting both Hyperlocal and Top Accounts strategies, this role collaborates closely with Media Specialists, Data Analysts, Account teams, and Creative leadership to deliver content that resonates with financial services audiences and adheres to strict regulatory requirements.

KEY DUTIES/RESPONSIBILITIES
 Financial Services Content Strategy & Product Positioning: Develop expert-level messaging and positioning for deposit products (checking, savings, CDs, money market), lending products (mortgages, auto loans, personal loans, HELOCs, credit cards), and other financial services offerings; Translate complex financial product features and benefits into clear, compelling, compliant consumer messaging that drives consideration and action; Apply deep understanding of financial services buyer psychology, decision-making factors, and pain points across different demographic segments; Partner with Account and Strategy teams to understand client business objectives and translate into content strategies that drive new account acquisition and balance growth; Stay current on competitive financial services offers, market trends, rate environments,
and regulatory changes that impact messaging (25%)

 Dynamic Content Development & Personalization: Create and manage sophisticated content matrices for hyperlocal, geo-targeted, and personalized campaigns across multiple financial institution clients; Develop headline variations, body copy, call-to-action messaging, and creative concepts that can be dynamically assembled based on location, audience segment, product, and performance data; Leverage ad tech platforms to configure, load, and manage dynamic creative variations, ensuring proper audience mapping, creative rotation logic, and tracking implementation; Build content frameworks that enable scalability across hundreds or thousands of local variations while maintaining brand consistency and message integrity; Design and execute content for branch-level, lender-specific, or market-specific personalization that enhances relevance and local connection (20%)

 Content Testing, Optimization & Performance Analysis: Design and execute rigorous A/B and multivariate testing frameworks for headlines, messaging, creative elements, offers, and calls-to-action; Analyze campaign performance data, including upper-funnel metrics (CTR, engagement) and bottom-funnel conversion metrics (account openings, application completions, balance acquisition, response rates, offline conversions); Extract actionable insights from performance dashboards and data visualizations provided by Data Engineering team; Identify patterns, trends, and opportunities in content performance across segments, geos, products, and channels; Implement data-driven optimizations to improve campaign efficiency, lower cost-per-acquisition, and increase conversion rates; Document learnings and scale successful content variations across client accounts and campaigns; Maintain content performance benchmarks and establish best practices for financial services content across channels (20%)

 Multi-Channel Content Creation & Execution: Write compelling, conversion-focused copy for paid social (Meta emphasis initi