Senior Paid Digital Media Manager

As a senior leader on the Digital team, you will manage and mentor digital specialists, drive the paid media philosophy across the agency, pioneer innovative approaches to performance marketing in regulated industries, and serve as a strategic partner to clients seeking measurable business growth through data-driven digital advertising. Lead the development and execution of comprehensive paid digital media strategies for insurance and business services clients across Google Ads, Meta, LinkedIn, YouTube, programmatic display, and emerging platformsDesign full-funnel media strategies that align with insurance customer journeys-from initial awareness and consideration through quote comparison, application, binding, retention, and cross-sell opportunitiesDevelop insurance-specific campaign architectures optimized for:Top-of-funnel brand awareness and consideration buildingMid-funnel quote generation and comparison shoppingBottom-funnel application completion and policy conversionRetention and renewal campaignsCross-sell and upsell strategies (home + auto bundling, umbrella policies)Create media strategies for business services clients (roofing, legal, real estate, healthcare, home services) that drive lead generation, customer acquisition, and business growthEstablish performance benchmarks, KPIs, and success metrics tailored to insurance products (CPQ - Cost Per Quote, quote-to-bind rate, cost per policy, customer lifetime value, retention rate) and business services objectivesAssume responsibility for the paid digital philosophy and standard of campaign execution across the agencyStay current on platform updates, algorithm changes, privacy regulations (iOS updates, cookie deprecation), and advertising best practices in insurance and regulated industriesDevelop thought leadership around omni-channel, consumer-centric performance marketing for insurance and professional servicesInsurance & Regulated Industry Expertise Oversee the full lead generation ecosystem for 321's owned or partner performance marketing platforms (321 AIM) - from acquisition to conversionDevelop and execute high-volume lead-generation strategies focused on CPL (Cost Per Lead), CPQ (Cost Per Quote), CPA (Cost Per Acquisition), and ROAS targetsManage traffic sources across paid search, paid social, programmatic display, CTV, SEO, and affiliate channels to drive measurable inbound leads for insurance and business services clientsOptimize landing pages, quote forms, lead forms, and CRM integrations to maximize conversion rates and lead qualityBuild lead scoring models and qualification criteria to ensure lead quality meets client standardsImplement lead distribution systems and integrate with client CRM platforms or sales teamsMonitor lead-to-customer conversion rates and provide recommendations for funnel optimizationDevelop strategies for lead nurturing, follow-up optimization, and improving quote-to-policy conversionFull-Funnel Integration & CRM Strategy Design integrated marketing strategies that connect paid media with CRM automation, email marketing, and customer lifecycle programsDevelop audience segmentation strategies that align paid media targeting with CRM workflows:Quote abandonment retargeting and email nurture sequencesPolicy renewal reminder campaignsCross-sell and upsell audience targetingWin-back campaigns for lapsed policyholdersReferral program amplificationCreate remarketing strategies across paid channels based on CRM data and customer lifecycle stagesBuild custom audiences from CRM data for improved targeting and suppression strategiesCollaborate with CRM specialists to ensure seamless data flow between platforms and optimize customer journeysDevelop attribution models that account for multi-touch interactions across paid media and CRM touchpointsUnderstand marketing automation platforms (HubSpot, High Level, Salesforce Marketing Cloud) and user journey mapping to create cohesive omni-channel experiencesData Analysis, Reporting & Optimization Research, author, and/or assist in the production of paid digital proposals, pitches, RFPs, and media plansEnsure client marketing objectives and initiatives are supported with data-driven paid digital strategies aligned to business goalsInterface with Client Success teams, project leads, and leadership to ensure media plans are executed per approved strategiesEnsure the development, execution, tracking, and reporting of media campaigns is on-time, on-budget, and on-goalLiaise with clients on paid digital matters, serving as the subject matter expert for media strategy and performance optimizationLead client presentations on media strategy, campaign performance, and optimization recommendationsParticipate in strategic planning sessions and quarterly business reviewsIdentify growth opportunities within existing accounts through expanded channel mix, increased investment, or new campaign initiativesProvide weekly updates to leadership and monthly/quarterly reviews with executive teamCollaborate with Business Development to support new business pitches with paid media expertiseTeam Leadership & Development