Digital Media Buyer - YouTube

Media Buyer, YouTube (Auto Loans – Canada) Reports to: Head of Performance Marketing Location: Remote, Canada (overlap with Eastern or Mountain business hours) Employment type: Full-time, permanent Compensation: Base salary plus performance bonus ABOUT THE ROLE You will own YouTube as a lead source for our Canadian auto loan business, turning video spend into qualified, compliant applications at a target cost per lead. Consumer Genius connects Canadians shopping for car financing with lenders and dealers, and YouTube is where many of those buyers research cars, compare options and watch reviews before they decide. This is a hands-on role. You will plan, launch, test and scale campaigns yourself, work closely with creative and compliance, and report results directly to leadership. KEY RESPONSIBILITIES - Plan, build and manage YouTube campaigns in Google Ads for auto loan lead generation, using Demand Gen, Performance Max video and in-stream formats - Run campaigns across YouTube Shorts, skippable in-stream, in-feed and bumper ads, choosing the right mix for reach, cost and lead quality - Build and refine audiences: custom segments from car-shopping and finance search intent, in-market and life-event audiences, remarketing and customer-match lists, within credit-ad targeting limits - Own daily budget pacing and bidding strategy (Target CPA, Maximise Conversions, value-based bidding) against CPL, cost per qualified lead and lead-to-funded rate - Lead creative strategy with the content team and creators: hooks in the first 5 seconds, clear calls to action, vertical cuts for Shorts and fast iteration on what works - Run a structured testing roadmap across creative, formats, audiences, lead forms and landing pages - Implement and maintain tracking: Google tag, GA4, enhanced conversions for leads, engaged-view conversions and offline conversion imports from our CRM - Measure YouTube's true contribution with conversion lift, brand lift and incrementality tests, not just last-click results - Feed downstream lender outcomes (approved, funded) back into bidding so spend follows lead quality, not just volume - Build weekly and monthly reporting on spend, view rate, CPL, lead quality and ROAS, with clear recommendations - Make sure every video, lead form and landing page meets Google's financial services and personal loan policies and Canadian advertising rules before launch MUST-HAVE QUALIFICATIONS - 3+ years of paid media buying, with at least 2 years running YouTube campaigns for performance goals - Proven track record in lead generation (not only e-commerce or brand awareness), managing $50K+ CAD in monthly spend - Strong eye for video creative and the ability to write sharp briefs that improve view rate, hook retention and conversion - Experience with Demand Gen campaigns and YouTube Shorts ads - Hands-on experience with GA4, Google Tag Manager, enhanced conversions and offline conversion import - Understanding of video attribution, including view-through and engaged-view conversions, and how to test incrementality - Confident with spreadsheets and reporting tools (Excel or Google Sheets, Looker Studio or similar) - Legally eligible to work in Canada NICE-TO-HAVE QUALIFICATIONS - Google Ads Video and Measurement certifications - Experience in automotive, auto finance, lending, insurance or another regulated financial vertical - Familiarity with the Canadian subprime and near-prime auto loan market - Experience working with YouTube creators or influencer partnerships (e.g. via YouTube BrandConnect) - Basic video editing skills (CapCut, Premiere Pro or similar) to cut test variants quickly - Bilingual English and French, or experience running French-language campaigns in Quebec - Experience with CRM and lead-distribution platforms (e.g. HubSpot, Salesforce, LeadsPedia, boberdoo) COMPLIANCE EXPECTATIONS Auto loans are consumer credit, so every campaign must be accurate, transparent and fair to borrowers. You will work with our comp…

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