321 The Agency

Social Media Manager

• Develop comprehensive social media strategies for multiple insurance and business services client accounts that align with business objectives, target audiences, and brand positioning
• Create insurance-specific content strategies that address the full customer lifecycle: awareness, quote consideration, policy purchase, claims experience, and renewal/retention
• Understand and optimize for insurance consumer behavior including comparison shopping, life event triggers (home purchase, vehicle purchase, marriage, relocation), and seasonal patterns
• Conduct competitive analysis, audience research, and platform audits to identify opportunities in insurance and business services verticals
• Define content pillars, messaging frameworks, and brand voice guidelines tailored to insurance audiences and professional service consumers
• Develop strategies that build trust and credibility for insurance brands while addressing common concerns (price transparency, claims reputation, coverage clarity, customer service quality)
• Establish KPIs and success metrics for each client account, tracking performance against goals for reach, engagement, quote generation, and business impact
• Leverage AI tools to analyze audience insights, predict content performance, and optimize strategy based on data-driven insights
• Create and manage comprehensive editorial calendars across multiple platforms (Facebook, Instagram, LinkedIn, TikTok, YouTube) for 8-12+ client accounts simultaneously
• Plan insurance-specific content calendars that align with seasonal opportunities including: Weather-related awareness campaigns (storm season, winter driving, hurricane preparedness)

Social Media Manager, Content Strategist

• Travel to client locations to capture high-quality photo and video content
• Edit captured content into platform-optimized social media posts
• Stay current on social media platform trends and best practices
• Review creative briefs and understand client objectives and brand voice

Social Media Content Creator, Contract

• Lead, manage, and grow the social media department — including strategists, content creators, and channel specialists
• Set the team's operating model: workflows, content calendars, approval processes, and output standards
• Conduct regular 1:1s and performance reviews, providing strategic coaching and career development support
• Partner with the Director of Client Strategy to ensure social deliverables align with client goals and account strategy
• Own the agency's approach to organic social strategy across platforms: Instagram, TikTok, Facebook, LinkedIn, YouTube, Pinterest, and emerging channels
• Develop platform-specific content frameworks tailored to each client's audience, industry, and brand voice
• Define KPIs and reporting frameworks for social performance across the client portfolio
• Collaborate with the paid media team on social content that supports paid campaigns and retargeting efforts
• Partner with Creative on visual content standards, campaign conceptualization, and brand-consistent execution
• Support new client onboarding by establishing social strategy foundations and early content direction

Director of Social Media

Digital Marketing

• Lead, manage, and grow the Digital Marketing department, which spans paid media specialists and CRM/MarTech strategists as a unified practice
• Set the department's operating model: campaign workflows, QA standards, platform governance, reporting cadences, and cross-discipline collaboration frameworks between paid and CRM functions
• Conduct regular 1:1s and performance reviews; provide strategic coaching and actively develop team capabilities across both paid media and marketing automation disciplines
• Define role scopes, skill development paths, and staffing recommendations as the department grows to warrant additional headcount
• Partner with the Director of Client Strategy to align digital performance plans with overall client strategy and business objectives
• Own the agency's paid media strategy framework across all digital channels: Google Ads (Search, Display, YouTube, Performance Max, Demand Gen), Meta Ads, LinkedIn, TikTok, and programmatic platforms
• Lead media planning, budget allocation, audience strategy, and campaign architecture for new and existing client accounts across 321's primary verticals — healthcare, insurance, legal services, home services, and entertainment
• Oversee campaign setup, launch, and optimization standards — including bidding strategies, audience segmentation, creative testing frameworks, and attribution modeling
• Develop and enforce first-party data strategies, including CRM-to-platform audience integration, customer match lists, and retargeting architecture
• Apply working knowledge of regulated industry advertising requirements — including healthcare, insurance, and legal — to ensure campaigns meet compliance standards while still performing
• Stay current on platform updates, privacy regulation impacts (iOS, cookie deprecation, consent mode), and measurement alternatives — and translate those into updated agency practices
• Lead the agency's CRM and marketing automation practice, overseeing strategy and execution for client programs built primarily on High Level, with additional experience in HubSpot and Salesforce Marketing Cloud
• Develop full-funnel automation strategies including lead capture and qualification workflows, nurture sequences, re-engagement programs, pipeline stage triggers, and retention campaigns
• Ensure CRM architecture decisions support paid media goals — including lead source tracking, cost-per-lead reporting by channel, and audience syndication back to ad platforms
• Oversee funnel builds from intake form through appointment booking, sales handoff, and post-conversion retention — with particular depth in home services, legal, and healthcare client programs
• Set quality standards for CRM deliverables: segmentation logic, workflow documentation, tagging conventions, and data hygiene practices
• Stay current on evolving MarTech capabilities — including AI-powered personalization, conversational marketing, and automation enhancements — and proactively introduce relevant innovations to client programs
• Champion the integration of paid media and CRM as a unified performance engine — ensuring that audience data, lead behavior, and conversion signals flow between platforms to continuously improve campaign efficiency
• Develop cross-channel attribution frameworks that give clients a clear, accurate picture of marketing ROI from first touch through closed revenue
• Lead the agency's performance reporting approach for digital: establishing dashboards, KPI frameworks, and narrative reporting standards that connect channel performance to business outcomes
• Partner with 321 AIM on shared clients to ensure paid media strategy, lead qualification criteria, and CRM nurture sequences are coordinated and mutually reinforcing
• Identify opportunities to introduce performance-based pricing models (price-per-qualified-lead) to applicable client accounts, and develop the supporting measurement infrastructure
• Serve as the senior digital authority in client-facing strategy sessions, QBRs, and new business pitches — communicating complex paid and CRM strategies in clear, business-outcome terms
• Collaborate with Client Strategy on account planning, identifying opportunities to expand digital scope, introduce new channels, or deepen automation investments
• Contribute paid media and CRM strategy, projection modeling, and recommended tech stack recommendations to agency proposals and RFP responses
• Champion the integration of AI tools across the digital practice — from bid management and creative performance analysis to CRM personalization and workflow automation.

Director of Digital Marketing

Business Development Rep

• Develop and execute a business development strategy focused on driving new client partnerships for 321 AIM in target verticals: home services, legal services, healthcare, insurance, and financial services
• Identify and pursue high-value prospects — including regional and national operators, franchise groups, law firms, and healthcare practices — that have strong lead volume needs and are a fit for a performance-based pricing model
• Lead end-to-end sales cycles from prospecting and discovery through proposal, negotiation, and contract close
• Conduct discovery conversations that uncover client lead volume goals, cost-per-lead targets, current marketing performance, and qualification criteria — and translate those into a compelling AIM partnership proposal
• Clearly articulate AIM's value proposition, pricing model, lead qualification standards, and performance expectations to prospects, including C-suite and senior marketing decision-makers
• Develop customized proposals that outline projected lead volume, qualified-lead definitions, pricing structure, and expected ROI
• Maintain a disciplined sales pipeline and CRM to track prospect status, activity, and revenue projections
• Educate prospects on the full lead lifecycle — from lead generation to contact, qualification, and appointment conversion — and position AIM as a partner across that entire funnel
• Identify opportunities to scale lead volume, expand into additional service areas, or deepen AIM’s role in the client’s acquisition funnel
• Build AIM's market presence within target verticals through strategic outreach, industry networking, conference participation, and partnership development
• Identify and cultivate referral relationships with complementary vendors, franchise consultants, industry associations, and channel partners who serve AIM's target client base
• Monitor competitor offerings, pricing models, and market positioning to ensure AIM's value proposition stays sharp and differentiated
• Collaborate with AIM leadership to develop sales collateral, case studies, and pitch materials that demonstrate AIM's performance track record and vertical expertise
• Represent AIM at industry events, trade shows, and vertical-specific conferences relevant to home services, legal, healthcare, insurance, and financial services
• Diagnose breakdowns in the prospect’s current funnel (e.g., slow response times, poor follow-up, low booking rates) and position AIM as a solution not just for lead volume, but for conversion performance
• Serve as the primary point of contact through the pre-onboarding phase, ensuring new clients have a clear understanding of the AIM model, reporting expectations, and lead qualification process
• Collaborate with AIM's operations and campaign management teams to ensure smooth client onboarding and alignment on qualified-lead definitions, delivery timelines, and performance benchmarks
• Maintain strong communication during early campaign launch to support client confidence and address questions before transitioning to the ongoing account relationship
• Identify expansion and upsell opportunities within the existing AIM client base as lead programs scale
• Ensure alignment between what was sold and how leads will be handled — including intake process, response expectations, and appointment-setting workflows

Business Development Specialist

Performance Marketing

• Monitor the lead queue and initiate outbound phone and/or text contact within minutes of a new lead being received — speed to first contact is your most important daily metric
• Follow established outreach scripts tailored to roofing and home services prospects, including storm damage inquiries, insurance claim leads, and general inspection requests
• Execute multi-touch follow-up sequences for leads that do not answer on first attempt, including scheduled callbacks and text outreach per client protocol
• Maintain a sense of urgency throughout your shift — homeowners in active need of roofing services are often contacting multiple contractors simultaneously
• Conduct brief, structured screening calls to verify homeowner information, confirm interest, and assess eligibility using client-specific qualification criteria
• Apply roofing-relevant qualification questions, which may include: property ownership, roof age or condition, whether recent storm or hail damage is suspected, current insurance coverage, and desired timeline for service
• Identify leads involving active insurance claims and route or flag them appropriately per client instructions — this is a common scenario in roofing and will be covered in training
• Accurately disposition leads that do not qualify (renters, outside service area, no damage present, etc.) per established guidelines without over-disqualifying viable prospects
• Maintain a professional, empathetic tone — many homeowners calling about storm damage are stressed; your calm, helpful approach sets the tone for the client relationship
• Schedule qualified inspection or estimate appointments directly on contractor calendars using provided scheduling tools, confirming accurate address, contact, and availability information
• Confirm appointment details with the homeowner before ending the call and send confirmation communications as required
• Coordinate with client dispatch or intake teams as needed for same-day or urgent inspection requests, which are common following major weather events
• Follow up on no-shows and cancellations per client protocol and attempt to reschedule where appropriate
• Log every lead interaction, disposition, and outcome accurately and promptly in AIM's CRM and tracking systems
• Maintain clean, consistent records so that reporting on contact rates, appointment rates, and lead quality is always reliable
• Flag patterns in lead quality, geographic clusters, or post-storm volume surges to your supervisor — this information is operationally valuable for client management
• Meet or exceed daily and weekly activity and conversion benchmarks as established by AIM leadership
• Assist in onboarding new clients (understanding their service, availability, qualification criteria)
• Learn and adapt to different client workflows
• Communicate feedback on lead quality and conversion issues
• Coordinate with clients on scheduling preferences and updates

Social Media Manager, Content Strategist

Social Media Content Creator, Contract

Director of Social Media

Director of Digital Marketing

Business Development Specialist

Lead Intake & Conversion Specialist