Senior Paid Digital Media Manager

Senior Paid Digital Media Manager

ABOUT US

321 is a creative marketing agency using strategic data to create the kinds of meaningful moments that connect, inspire, and engage. We thrive on collaboration, agility, and heart - and we're powered by teammates who focus on what matters, bring proactive solutions to the table, and take full ownership of their work. We believe great work starts with great people, and we're looking for one more to join the team.

ABOUT THE ROLE

As a Senior Paid Digital Media Manager at 321, you will lead the strategic development and hands-on execution of paid digital media campaigns across a diverse portfolio of clients, with specialized focus on insurance (home, auto, and related product lines) and business services industries including roofing, legal services, real estate, healthcare, and home services.

This role requires deep expertise in insurance marketing dynamics including lead generation optimization, quote funnel conversion, seasonal campaign management (Annual Enrollment Periods, weather-related awareness campaigns), life event targeting, and navigating the extended consideration cycles typical of insurance purchase decisions. You understand how to drive cost-effective policy acquisition while managing complex attribution models across multi-touch customer journeys.

You will own the full-funnel media strategy and execution-from awareness and consideration through quote generation, application completion, policy binding, and retention-while integrating paid media with CRM automation, email marketing, and customer lifecycle programs. This role combines strategic leadership with technical execution expertise, requiring proficiency across paid search, paid social, programmatic display, CTV, and deep understanding of how paid media fuels and integrates with marketing automation platforms.

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.

WHAT YOU'LL DO

Paid Digital Strategy & Leadership

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

Maintain deep understanding of home and auto insurance products, coverage types, pricing strategies, and competitive landscapeNavigate insurance advertising compliance requirements including state-specific regulations, disclosure requirements, and industry guidelinesDevelop targeting strategies leveraging insurance-specific audiences:Life event triggers (home purchase, vehicle purchase, marriage, relocation, new driver in household)Policy lifecycle stages (quote shoppers, new policyholders, renewal windows, lapsed customers)Demographic and behavioral segments (homeowners, renters, multi-vehicle households, bundle seekers)Geo-targeting based on weather patterns, natural disaster zones, and market-specific opportunitiesDesign seasonal campaign strategies aligned with insurance marketing calendars:Weather-related awareness (hurricane season, winter storm preparation, wildfire risk)Moving season and life event marketingAnnual enrollment periods and open enrollment windowsBack-to-school safe driving campaignsYear-end bundling and savings promotionsOptimize campaigns for insurance consumer behavior including extended research cycles, multi-carrier comparison shopping, quote aggregator interactions, and agent-assisted conversionsApply compliance expertise to business services verticals including healthcare (HIPAA), legal services (attorney advertising rules), and other regulated industriesMonitor insurance industry trends, InsurTech innovations, competitive activity, and regulatory changes that impact media strategyCampaign Execution & Platform Management

Execute hands-on campaign setup, optimization, and management across all major paid digital platforms:Google Ads: Search, Display, Performance Max, YouTube, Local Services AdsMeta: Facebook, Instagram (feed, stories, reels), MessengerLinkedIn: Sponsored Content, Message Ads, Lead Gen FormsProgrammatic Display: Audience targeting, retargeting, contextual advertisingCTV/OTT: Connected TV advertising for brand awareness and considerationEmerging platforms: TikTok, Pinterest, Reddit as appropriate for client objectivesBuild sophisticated audience targeting strategies using:1st party data from CRM systems and customer databases3rd party data sources and intent signalsLookalike audiences and predictive modelingCustom audience segmentation based on insurance shopping behaviors and life eventsGeo-targeting, demographic targeting, and behavioral targetingDevelop and manage landing page strategies, conversion funnels, and quote form optimization to maximize conversion rates and lead qualityImplement comprehensive tracking architecture including:Conversion tracking and event configurationGoogle Analytics 4 and Google Tag Manager setupUTM parameter strategies and campaign taggingMulti-touch attribution modelingCRM integration and lead trackingCall tracking and offline conversion measurementCreate A/B testing frameworks for ad creative, audience segments, bidding strategies, and landing page elementsManage campaign budgets, pacing, and bid strategies to achieve target KPIs while maximizing efficiencyCollaborate with Creative team on ad creative development, providing strategic direction on messaging, formats, and platform specificationsLead Generation & Performance Marketing Ownership

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

Oversee the development of robust, dynamic, and highly visual reports and dashboards to answer key business and media questionsGenerate comprehensive performance reports with insurance-specific metrics:Campaign performance by product line (home, auto, bundled)Cost per quote, quote-to-bind rate, cost per policyCustomer acquisition cost (CAC) and customer lifetime value (LTV)ROAS by channel, campaign, and audience segmentFunnel conversion rates from impression to quote to policyGeographic performance and market-level insightsLeverage data visualization tools to assist with data storytelling and optimization efforts (Looker Studio, Power BI, Tableau, or similar)Continually test and optimize campaigns, platforms, channels, audiences, and creative in pursuit of delivering exceptional client resultsTurn trends and data into compelling insights, strategies, and plans that drive meaningful and measured resultsConduct deep-dive analyses to understand campaign performance drivers and identify optimization opportunitiesPresent performance insights and strategic recommendations to clients and internal teams through clear, compelling narrativesMonitor competitive activity, industry benchmarks, and category best practices to maintain competitive positioningClient & Project Management

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

Manage and mentor digital media specialists, providing strategic guidance, technical training, and performance feedbackHandle recruitment, hiring, and onboarding of digital team staff as the agency scalesDevelop team workflows, processes, and standard operating procedures for campaign management excellenceReview work, troubleshoot platform issues, and provide constructive feedback to digital team membersCultivate career development of team members including evaluation mechanisms, growth plans, and skill-building opportunitiesFoster a culture of testing, learning, and continuous improvement within the digital teamEnsure all digital team members properly manage and support client initiatives with high quality and accountabilityAct with a high degree of independence and hold responsibility for overall team successSecure, qualify, and manage external digital resources (contractors, vendors, platform partners) where necessaryInnovation & Continuous Learning

Be a self-starter and quick learner with a passion for delivering exceptional work on time and within scopeDiscover and test new platforms, channels, tools, and emerging technologies to provide innovation to the agency and clientsExplore AI-powered media optimization tools, automation platforms, and bidding algorithms to improve campaign performance and efficiencyStay current on privacy changes, platform updates, and digital advertising trendsPioneer innovative approaches to insurance marketing and performance advertising in regulated industriesAssist in developing the agency's unique strategic partnership offerings that leverage data and advertising technologyShare knowledge and best practices across the agency to elevate overall digital marketing capabilitiesWHAT YOU HAVE

Required Experience & Qualifications

7+ years of experience in strategic digital media planning and hands-on paid advertising execution, preferably in an agency environment3+ years of direct experience managing paid media campaigns for insurance products (home insurance, auto insurance, personal lines) or financial services requiredProv...