Media Director

Director of Digital Paid Media, Lead Generation

A rapidly growing performance marketing organization is seeking a data-driven digital marketing leader to oversee and scale paid media programs focused on lead generation. This role is responsible for optimizing and expanding paid media campaigns for both new and existing clients in a fast-paced, performance-focused environment. The ideal candidate will have strong experience driving inbound leads and calls through platforms such as Google and Meta while continuously improving campaign performance, efficiency, and return on investment.

Campaign Strategy & Execution
• Develop and implement paid media strategies designed to generate high-quality leads and inbound calls across major digital platforms including Google and Meta.
• Partner with internal creative and development teams to produce effective ad assets and optimized landing environments.
• Launch, manage, and continuously refine campaigns across multiple paid channels to maximize performance.
• Identify and test emerging digital channels, technologies, and market opportunities to support continued growth.

Performance Optimization
• Track and analyze campaign performance, optimizing toward key KPIs such as cost per qualified call and call conversion quality.
• Adjust bidding strategies based on keyword pricing, seasonal demand, and changing market dynamics.
• Maintain required call volume levels while protecting campaign profitability.
• Forecast response and call volume with high accuracy and manage scaling strategies during peak and low demand periods.

Budget Management
• Manage daily and monthly media budgets with a strong focus on ROI and cost-per-qualified-call forecasting.
• Monitor spending trends closely to ensure effective budget pacing and allocation.
• Operate within performance-based marketing models where media investment is tied directly to call-driven revenue.

Compliance & Regulation
• Ensure all campaigns and lead generation environments adhere to applicable regulatory standards, including CMS/Medicare guidelines where relevant.
• Stay informed on evolving regulations and industry best practices affecting digital marketing and lead generation.

Cross-Functional Collaboration
• Work closely with internal teams to manage call volume capacity and campaign scaling.
• Deliver regular performance reporting and provide actionable insights to stakeholders.
• Support training initiatives and contribute to improving operational processes across the media team.

Innovation & Market Leadership
• Monitor industry trends, regulatory developments, and competitive activity to identify opportunities for innovation.
• Serve as a subject matter expert on digital lead generation strategies both internally and externally.

Requirements
• 5+ years of experience in digital marketing with a strong focus on paid media and lead generation.
• Proven experience working within insurance, financial services, home services, or education industries.
• Strong analytical capabilities with the ability to translate performance data into actionable strategy.
• Experience forecasting call volume and managing performance-based media budgets.
• Deep understanding of keyword bidding strategies, paid search dynamics, and seasonal market fluctuations.