Digital Media Solutions

Director of Media

Digital Media Solutions

full-time

Posted on:

Location Type: Remote

Location: Alabama • Arizona • United States

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Salary

💰 $185,000 - $195,000 per year

Job Level

Lead

About the role

  • Own end-to-end paid media strategy across all digital channels for the P&C insurance vertical
  • Develop scalable acquisition strategies to grow high-intent P&C insurance leads profitably
  • Set performance targets aligned with revenue, margin, and growth goals in partnership with the GM
  • Partner with executive leadership on annual and quarterly forecasting and media budget planning
  • Leverage data-driven insights and customer research to continuously refine messaging and measure business impact
  • Serve as the internal authority on paid media for P&C — educating stakeholders, advocating for investment, and connecting media strategy to business outcomes
  • Own and optimize performance across all paid channels, including: Paid Search — Google Ads, Microsoft/Bing Ads, Paid Social — Meta, TikTok, LinkedIn, Pinterest, Programmatic & Display — DSPs, RTB, audience targeting at scale, Native Advertising — Taboola, Outbrain, and similar platforms, Affiliate & Lead Aggregator Partnerships — including insurance marketplaces (e.g., EverQuote, MediaAlpha, Assurance IQ ecosystem), Email & CRM-driven acquisition programs
  • Drive continuous improvement of CPL, CPA, ROAS, quote rate, bind rate, and lead quality metrics
  • Implement rigorous A/B testing frameworks across creative, landing pages, audience targeting, and offer structures
  • Optimize toward qualified, bindable leads — not just volume
  • Partner with analytics and BI teams on attribution modeling, incrementality testing, and media mix modeling
  • Build and maintain dashboards and reporting cadences that connect media activity to downstream revenue outcomes
  • Ensure all media buying practices adhere to TCPA, CAN-SPAM, and state-by-state P&C insurance advertising regulations
  • Implement consent capture and data handling workflows compliant with CCPA and applicable privacy laws
  • Partner with Legal and Compliance to vet new channels, creative, and targeting approaches before launch
  • Maintain platform account health standards across all ad networks to protect business continuity
  • Stay current on regulatory changes affecting insurance lead generation and performance marketing
  • Collaborate with Sales, Carrier Partnerships, and Operations to ensure leads meet underwriting and conversion standards
  • Own the feedback loop between media buying and downstream performance — quote rate, bind rate, policy revenue, and LTV
  • Optimize campaigns based on close rate and long-term customer value, not just top-funnel cost metrics
  • Partner with carriers and distribution partners on lead quality standards and volume commitments
  • Build reporting that connects media investment to policy bind economics and margin contribution
  • Champion AI tool adoption for accelerated campaign optimization, creative testing, and audience modeling
  • Leverage AI-powered bidding and automation tools to improve efficiency across paid channels
  • Use predictive analytics and machine learning tools for lead quality scoring and media mix optimization
  • Explore AI applications for creative generation, landing page personalization, and incrementality measurement
  • Enable the broader marketing team to adopt AI tools effectively through best practices and knowledge sharing
  • Stay current on emerging AI/ML capabilities relevant to performance marketing and insurance vertical dynamics
  • Manage relationships with media platforms, agencies, DSPs, data providers, and affiliate partners
  • Evaluate and maintain the MarTech stack — attribution platforms, CRM integrations, ad tech, and analytics tools
  • Optimize vendor spend and ensure all partners are held to clear performance SLAs
  • Lead, mentor, and grow a team of performance marketing individual contributors and team leads
  • Foster a culture of analytical rigor, accountability, and continuous optimization
  • Establish clear KPIs, OKRs, and performance expectations for the media team
  • Collaborate cross-functionally with Product, Sales, Analytics, and Customer Success to deliver cohesive end-to-end performance
  • Build team capabilities in emerging areas including programmatic, AI-assisted optimization, and compliance-aware buying

Requirements

  • 7+ years in performance marketing, paid media, or digital acquisition roles
  • 3+ years in a media leadership position managing teams and significant media budgets ($5M+ annually)
  • Proven track record scaling customer acquisition in regulated or compliance-sensitive industries (insurance, fintech, or healthcare strongly preferred)
  • Deep hands-on experience across paid search and at least two additional paid channels (social, programmatic, native, or affiliate)
  • Direct experience with P&C insurance lead generation, insurance aggregator ecosystems, or similar performance lead gen businesses preferred
  • Experience managing full-funnel optimization from CPL through bind rate or equivalent downstream revenue metric
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
paid media strategycustomer acquisitionA/B testingattribution modelingpredictive analyticsmachine learningcampaign optimizationperformance marketinglead generationfull-funnel optimization
Soft Skills
leadershipmentoringanalytical rigoraccountabilitycollaborationcommunicationstrategic thinkingproblem-solvingstakeholder educationcross-functional teamwork